Together with design-people Bang & Olufsen chose to rethink the music system Beosound 5 based on the Female Interaction methods. The outcome of this process was the concept tunecase, drawing up a holistic music experience for female tech users. In short, tunecase is less about sound perfection and more about people and their social music experience supported by discreteness and swift interaction.
Testing this concept in 6 countries on both sexes tunecase was received with a significant enthusiasm by women - while not loosing the male appeal at the same time.
According to Bang & Olufsen Concept Developer Lyle Clarke the findings of Female Interaction clearly demonstrate that women want benefits, not features.
“There is a trend led by women to keep technology in the background. We will be dared on both courage and ability to make products appear and behave more low-tech than they actually are. Female Interaction has been a driver behind this way of developing at Bang & Olufsen.”
Watch our tunecase concept movie.