GN RESOUND/Jabra

Executive Creative Director

// Research //Prototyping //Product Design //User Testing //Experience Design //Brand //Product Marketing //Human-Centered Design //Storytelling

GN/resound/jabra

// Enhance Plus

2019—2021

Responsibilities

I led the creative and design strategy for GN Resound and Jabra, overseeing the development of the Jabra Enhance™ Plus, a groundbreaking OTC hearing solution designed to bridge the gap between medical-grade hearing aids and consumer audio devices. My role encompassed directing a multidisciplinary team through research, prototyping, and iterative user testing to craft an intuitive self-fitting digital experience and discreet, multi-functional earbuds. Collaborating with audiologists, engineers, and business leaders, I ensured the seamless integration of advanced hearing technology into a stylish, consumer-friendly product. Additionally, I spearheaded the white-label framework that enabled Jabra to position and commercialize the Enhance Plus, leveraging its global brand to bring the product to market with refined messaging, expanded distribution, and a focus on accessibility and innovation.

Overview

GN Hearing, a Danish pioneer in hearing aid technology with over 150 years of innovation, faced a unique challenge: how to empower millions of people experiencing early-stage hearing loss with a discreet, accessible, and highly functional solution. With the FDA’s recent regulatory shift enabling over-the-counter (OTC) hearing aid sales in the U.S., GN recognized an opportunity to enter this new market while addressing the social stigma often associated with traditional hearing aids.

To bridge this gap, our team at Designit partnered with GN to create a cutting-edge product experience that combined advanced medical-grade hearing technology with the design principles of modern consumer electronics. The result: a discreet, 3-in-1 set of wireless earbuds designed for hearing enhancement, music, and calls.

Challenge

Millions of people experience gradual hearing loss, but the average delay from noticing a problem to seeking a solution is six years. The stigma surrounding traditional hearing aids and the perceived gravity of seeking medical help discourage many from taking action. GN needed a product that would:

1. Redefine Perception: Break down the stigma of hearing aids by offering a solution that feels more like a modern gadget than a medical device.

2. Empower Users: Provide users with a self-sufficient way to test and optimize their hearing experience without a prescription or a trip to the doctor.

3. Claim a New Market: Seamlessly position the product within GN's portfolio while opening access to a broader audience through OTC distribution.

Our Approach

1. Collaborative, Research-Led Innovation
We worked in close collaboration with GN’s audiologists, engineers, and business leaders to develop a holistic solution. Backed by extensive user research, we explored the physical and digital touchpoints that would enable a seamless and empowering experience for first-time users.

2. Digital Experience Design
We designed an intuitive self-fitting hearing test and personalization tool, allowing users to fine-tune their earbuds for specific hearing needs. This digital solution was pivotal in creating a sense of independence for users while ensuring they could optimize their experience without professional intervention.

3. Physical Product Concepting
The design team created concepts and prototypes for a set of compact, discreet, and easy-to-use wireless earbuds, complete with an accommodating charging case. The earbuds prioritized user comfort, modern aesthetics, and functionality, allowing them to reduce background noise, improve speech clarity, and enhance overall hearing.

4. White-Label Testing Framework
To enable flexibility in GN’s brand strategy, we designed a white-label solution that could function independently of GN’s existing brand architecture. This approach allowed us to prototype and test the product experience without being constrained by predefined branding.

5. Iterative User Testing and Refinement
Throughout the project, we conducted multiple rounds of user testing on both the physical and digital components of the product. Feedback informed iterative refinements, ensuring the final solution addressed real-world challenges and exceeded user expectations.

Supported by extensive research, Designit collaborated closely with audiologists, engineers, and GN business leaders to prototype and design a digital experience that enables consumers to perform self-fitting hearing tests and customize their earbuds to meet specific needs.

Designit developed concepts and prototypes for the physical product, creating compact, discreet, and user-friendly 3-in-1 wireless earbuds designed for hearing enhancement, music, and calls, paired with a convenient charging case.

Key milestones in the commercial rollout included:

• Enhanced Consumer Positioning: Jabra transformed the product from a white-label concept into a polished consumer device, leveraging its reputation for premium audio and wearable technology.

• Expanded Market Reach: Jabra’s global distribution network enabled the Enhance Plus to reach new audiences across diverse geographies, effectively positioning the product as an entry point for individuals experiencing early-stage hearing loss.

• Streamlined Branding and Messaging: Jabra developed a cohesive brand narrative, emphasizing the product’s multi-functionality—combining hearing enhancement, music streaming, and phone calls—in a compact, stylish design.

• Retail and Online Presence: The Jabra Enhance™ Plus was launched through a strategic mix of retail partnerships and direct-to-consumer channels, making the product highly accessible to users.

By combining GN’s medical-grade technology with Jabra’s expertise in consumer-focused innovation, the Jabra Enhance™ Plus has set a new standard in OTC hearing solutions, delivering an elegant, user-friendly product that redefines the hearing enhancement experience.