Sonos, at the time, was a new and unknown entrant in the wireless speaker category and had the challenge of explaining itself and the category in a crowded in-store environment.
Intercepts in CE stores in the US and UK were conducted to obtain reactions to a prototype of a digital display designed to attract and engage customers in the audio section. Participants were asked to freely interact with the prototype while researchers observed their behaviors.
Key challenges were identified that created a lack of clarity about how the product worked. Changes were made to the experience design to both attract and educate customers that music could be played through the speakers. This increased purchase interest and engagement with the displays.