Bose | 2001

Bose | 2001

I did a lot of things at Bose, but almost all of them were related to the build of Bose.com 2.0, the majority of which is still intact at today’s Bose.com (though large portions have been revamped to keep up with newer technologies, the IA remains largely the same).

The link for Bose.com is down below. But the image above represents the very tail end of my time there. It’s an ugly little thing by today’s standards, but in 2001 that was a state-of-the-art “jump page” that I created for AOL (yes, the original, stand-alone, AOL browser/app). The idea was to drive to high focused transactional pages like this one from a banner, rather than driving to pages on their website, which often could not be published quickly enough, nor with any real geo-targeting. Because AOL allowed for geo-targeted ads back then, the jump pages could be created iteratively for any market, with different price points, products, etc. Best of all, they could be made quickly and cheaply.

The concept was mine, as far as I know, and Bose used it one form or another for years afterwards – indeed, most companies today use this kind of thing all the time. It seems ridiculously straight-forward in 2011, but at the time, no one was doing this kind of thing yet at the enterprise level. The CMS tools were too cumbersome, and very few companies were set up to publish anything very fast. By the time I left, I had created 20 of these things, and that was just over the two months leading up to Holiday 2001.