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THE CHALLENGE

Sennheiser is one of the world’s oldest, largest and most successful in human history. The groundbreaking stalwart has an illustrious history of quality and innovation from inventing the baby monitoring (that’s right!) to providing the microphones for 60% of the world’s biggest concerts.

The Sennheisier innovation team partnered with Toi to create a ground breaking program to appeal to a new, younger audience…
SoundClub.

OUR APPROACH

Sennhieser was founded in 1945 and has been a family run private multi-national company ever since. We worked with the innovation team in San Francisco in order to adhere to the brand guidelines while still creating a fresh approach for the new audience.

As with every project, we start with an Innovation Workshop which typically entails a Design Sprint and a Brand Sprint. We then built out the rest of the sprints for the engagement until a successful launch.

BRAND STRATEGY

The innovation team at Sennheiser had a brand and a vision for making their products more accessible to the general population. What they needed was a plan and a strategy to execute. We worked with the Sennheiser team to create the strategy and the
tactics needed to build the new platform and make the vision come to life.

WORKSHOP

The Toi sprint team gathered with the Sennheiser team in San Francisco to conduct a two day workshop that focused on creating the innovative foundation for the new business that included discovering and surfacing what the mission and vision of the brand will be, the potential users of the new service, and the short and long term business goals of the service. The workshops were a crucial foundation to establishing the challenges and solutions that came with building the new service.

NAMING

The Toi sprint team gathered with the Sennheiser team in San Francisco to conduct a two day workshop that focused on creating the innovative foundation for the new business that included discovering and surfacing what the mission and vision of the brand will be, the potential users of the new service, and the short and long term business goals of the service. The workshops were a crucial foundation to establishing the challenges and solutions that came with building the new service.

Stylescape

PRODUCT DESIGN

Our design approach from day one was to create something that achieved the goals established during the workshop. We bridged the gap of what was discovered with the Toi team’s research, and strategy into an intelligent design execution.

With SoundClub’s parent company Sennheiser being rooted within the Bauhaus German culture we leveraged both simplicity and grids to establish the structured layout. We were committed to establishing a scalable, approachable and painless purchase flow that looks and functions great across all breakpoints.

Commerce Architecture

GROWTH

Growth is always on our minds. SoundClub is a pilot program, the success metrics have as much to do with conversion as they do user feedback. We set up a system to be able to learn what user’s are really looking for. Before the main site launched, we created a landing page with a social campaign to be able to test pricing and messaging. The feedback was incredible before we even launched. Our pre-sale conversion rates were high and the post launch sign ups exceed projections.

DEVELOPMENT

We worked side by side with our development partner ISK Pro through the launch to ensure pixel perfection and a fluid User Experience . After our initial Innovation Sprint Workshop decided to utilize WooCommerce and Chargebee to handle the shopping cart and subscription billing management. Woocommerce allowed us to create custom logic in an easy to use interface. We utilized HotJar to test results on the beta site prelaunch and live site post launch.

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