Overview
Shure microphones are industry-standard gear for entry-level, journeymen and professional musicians. Shure head units, the part of a microphone assembly that captures sound, reflect decades of familiarity with musicians and engineers. As Shure wireless electronics developed their own equally impressive reputation as rugged, reliable and easy to use, customers began to expect that they could mix and match head units freely with wireless systems. Shure initiated a research project to better understand the wireless microphone user experience. Catapult Thinking was engaged to work alongside Shure's channel and user research team to document key user insights and to define and envision a product roadmap based on the experiences of performers and engineers.
Impact
The product design language specified in the Shure "Envisioning Wireless" program informed changes in form factor, line logic, feature sets and brand architecture for the Shure wireless microphone product line, strengthening the brand's position in this core segment.
