Bose SoundLink Max: Market Analysis
Problem to Solve
Create the best possible experience for SoundLink Max users - from the moment of receiving their product to a lifetime of use - as well as building a framework for all future Bluetooth speakers in the Bose app.
Market Analysis
Starting with a market analysis of 5 major competitors and their 18 products that are similar to the specs of SoundLink Max.
Analysis goals: use SoundLink Max to establish a standard for Portable UX with regard to linking two speakers together by highlighting what is important for the user audio and visual feedback - consistency, location of buttons, location of LEDs, LED colors and patterns, app experience. What does the UI tell us about what it's going to be like to use the product? What does the UI convey about the personality of the product?
JBL
Take aways: consistent with their icons and protruded / textured UI, travel speakers where all ui located on top by handle, back ports protected by door.
On product controls include: grouping, decrease volume, power, bluetooth, increase volume, play, while power and Bluetooth are circled and highlighted on all speakers.
Sony
Take aways: consistent with their icons and protruded / textured UI, inconsistent with where UI is located on each speaker, ports on back protected by a door,
On product controls include: power, bluetooth, play/pause, decrease volume, increase volume, mega bass - all of equal weight
Sonos
Take aways: one speaker has protruded UI and one does not, consistent with where UI is located on each speaker (top), ports on back are not protected, power button an Bluetooth button are different on both speakers.
Grouping: Bluetooth speakers cannot be grouped together, they can only be grouped with other wifi speakers in the house
Ultimate Ears
Take aways: consistent with their icons and protruded / textured UI, consistent with where UI is located on each speaker (top and side), ports on back are protected by a door, power button is the same on all, LEDs for power and Bluetooth are the same
Bang & Olufsen
Take aways: sophisticated look, similar features as JBL but less “flashy”, on product UI different across all speakers - both what features and where they are located.
Grouping (Stereo Pair): You can group two bluetooth speakers together to create a stereo pair. Press and hold the Bluetooth button on the first speaker for five seconds until it emits an audible prompt, and then do the same on a second compatible Beolit speaker. Only two of the same speakers can be stereo paired together.
Final Takeaways
This market analysis was key for the next steps of designing the on product button, naming the feature, as well as determining the general consistency we want across all portable speakers now, and in the future.