Why you need the right audio interface for your product!

How an audio-interface can help increase the quality of your product – an evening Around Sound with DELTA

Most of us remember the audio interface of the game Pac Man, or the sound of the Playstation 1 launching. An audio interface helps us identify functions and opportunities, but it also helps to determine the quality of the product too.

Friday the 13th at Republikken – Vesterbro Copenhagen, DELTA Idemolab hosted an event dedicated to sound and the importance of quality sound in our everyday life. Expert speakers where gathered to inform and educate the audience and several of us from Attention. Among the speakers was Michael Hoby Andersen – Senior Interaction Designer & Acoustics Researcher at Jabra, GN Netcom.

Michael from the company Jabra, who mainly deal in audio producing products such as headsets, hands free mobile headsets and speakers, presented the importance of audio interface in tech products, but also the importance of ascribing clear target groups to your products.

 Targeting the audience with the right audio

Michael Hoby Anderson from Jabra at the DELTA Bits & Beers: Around Sound event. Photo – Mathias Vejerslev

Jabra recently launched their speaker ‘Soulmate’, which had Eminem and his fans in mind when Jabra targeted their audience. The Soulmate is a display-less, compact, loud playing, portable speaker – good for targeting the younger audience, but as we learned physical design is not enough when you want to create the desired attention.

Naturally the product needs to have sufficient playing capabilities, but the audio interface is important as well. The basics of audio interface on a display-less product such as the Soulmate are the on/off button audio, the Bluetooth indicator and so on. This audio need to be as logical as possible e.g. the “off” button is somewhat sad and likely in a minor tone.

Audio interface should be able to simplify the operational processes of the product, but good audio interface can help to create an experience for the user, and help to create product identity which the user is able to identify with and as a result create more value for the user.

Creating product identity with audio interface

Michael Hoby Andersen presenting the target group for the Soulmate. Photo – Mathias Vejerslev

The Jabra Soulmate needed to identify with Eminem’s fans, likely in the age group of 14-20, aware of – and interested in the hip/hop environment, and would likely prefer a loud playing portable speaker from a high end audio system.

The specific audio interface necessary for the Soulmate to identify with the user, was among others; the bass sounds – reassuring the user of the speakers capability of playing loud and deep, it could also be the hip/hop sound of a DJ scratching a record or a provocative, personal voice-over of a woman telling you to connect her to your Bluetooth device.

The audio interface supplies the product with identity and allows for the user to identify with the product. This will purposely generate increased value and quality to the product, and will in long term generate more sales and a higher degree of user satisfaction.

25-03-2015, Jonas Lykke


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