Bose Neuro35

Bose – Product Innovation

2017 – AKQA Future Lions

Part 01 – Project Breakdown

The Bio–Personalization
Of Music

In 2017, my team and I entered the AKQA Future Lions competition. Every year the agency challenges students to connect an audience to a new product or service from a global brand that wasn’t possible three years ago.

During this project I developed the overall business and strategic rationale for our product positioning. I created the UX integrations across streaming platforms. My team and I created our product idea and pitch.

The Challenge

The benefit and challenge with this particular project was the wide array of possibilities for product innovation. We wanted to create a product and experience that would focus on something that could relate to and solve an everyday problem that we all experienced. We wanted to find a way to enhance individuals productivity throughout the day.

The Solution

There was an opportunity within the growing headphone, music, and neurotechnology industries to create a product that improved productivity through music. Our solve was to create a neuro-control based headset that played music based on your mood to avoid breaking productivity during tasks.

Part 02 – Discovery & Research


Our aim was to create an innovative viable product and a seamless user experience for everyday life. In order to do this, we casted a wide net in our research to explore productivity and new technology.

During process we discovered the benefits of music in relation to productivity and individuals brain activity. This finding opened the door for us to research the music audio industry based software and hardware companies, as well as emerging technology around measuring brain activity.

Part 03 – Product & Design Process

Bose Neuro35

BoseNeuro 35 is the first set of headphones that uses neuro-technology to curates music options based on mood to enhance users productivity.

The BoseNeuro 35 headphones are embedded with brainwave monitoring (Electroencephalography) EEG sensors chips, which are placed on the upper and detachable headband. The EEG chips are used to synchronized with users neurons on top of users head and forehead, in order to measure users focus states.

Neuro-Control Feature

The Neuro-Control feature enables users to connect the BoseNeuro35 headphones. The feature also provides users with personal stats and curated playlists based on the data collected from the headphone usage.

Feature Integration
User Flow

Working within our research, we determined that Spotify and Pandora would be ideal platforms to integrate the Neuro-Control feature.

We examined both platforms to determine to create seamless user flow for users to access the Neuro-Control. In addition, we created an additional user flow for connecting the BoseNeuro headset.

Feature Interface Design

When designing the feature, we wanted to showcase personal data collected via the user usage. At the same time, we wanted to provide users with suggestions based on their results.

Part 04 – Takeaways

Learning & Results

Some of the key learnings from this project was gaining an understanding of the importance of a brands mission and product innovation. I found that it is essential to sync a brand with an idea that is true to the core of its business. In addition, I gained a better understanding of designing specific features across different platforms.

In the end, my team and I won an AKQA Future Lion in 2017 for our BoseNeuro35 project.


VCU Brandcenter


Limah Taeb

Xia Du






2017 AKQA Future Lion



Adobe Photoshop

Adobe Premiere Pro

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