Bose shop-in-shop tablet apps

The Problem
Bose wanted to create an engaging, interactive experience for customers visiting over 2,000 retail stores—including major chains like Target and Walmart—by providing more than just a static product display. Shoppers needed a way to explore Bose’s product range, experience the sound quality, and understand the unique benefits of each item without having to rely solely on busy sales staff. Additionally, Bose’s hearing aids, a more affordable and accessible option than prescription alternatives, needed an educational touchpoint to reach a diverse audience—both those with hearing loss and their families.

The Solution
We designed a series of iPad-based shop-in-shop apps that did more than just display Bose products—they let customers experience them. The first app showcased Bose’s entire range of headphones and earbuds, allowing shoppers to explore features, compare specs, and even listen to music on the spot with the product in hand. A second app focused on Bose hearing aids, offering clear, easy-to-understand information about the product’s affordability and accessibility. It also catered to two audiences: people with hearing loss and their family members, empowering them with the knowledge to make informed decisions.

The Process
As the UX and visual designer, I worked closely with both Bose’s marketing and product teams to ensure the apps were aligned with brand messaging and retail goals. Following a user-centered approach, I led discovery sessions to understand customer needs in-store, by interviewing customers and internal subject matter experts, and to design an experience that felt intuitive and informative. I created wireframes, interactive prototypes, and conducted usability tests to ensure the apps were easy to navigate for shoppers of all tech-savviness levels.

We collaborated with an external development agency to seamlessly integrate product specs, customer benefits, and multimedia like licensed soundtracks, into the app. Both apps were designed to provide hands-on experiences that allowed users to engage directly with the products. Through continuous iteration and feedback loops, we ensured the apps were polished, easy to update via a backend managed by Bose regional managers, and scalable across 2,000+ stores.

My Role
I took on full responsibility as the Lead UX and Visual Designer, from initial concept and wireframing to final execution. I managed stakeholder communications, ensured alignment with business objectives, and drove collaboration between the design, development, and retail teams to deliver apps that not only looked great but provided real value in-store. User testing indicated that some customers were making purchase decisions guided primarily by the benefits of the products, while other customers were more prone to decide based on a product's features, which informed the final design deliverables.

Lessons Learned

1. Design for the real world – A retail environment presents unique challenges: limited attention spans, noisy surroundings, and customers with a wide range of tech comfort levels. Keeping things simple and engaging was crucial.
2. Personalization matters – Giving customers control over their experience (whether it’s listening to music on Bose headphones or learning about hearing aids) boosts engagement and helps build a deeper connection to the product.
3. Multiple audiences, one platform – Designing for both people with hearing loss and their loved ones meant finding a balance between immersion, and practical information.