Scaling Sonic UX:

‍The Problem with Product UI Sounds

‍Most product teams treat sound as a decorative "layer" added at the end of development. Without a systematic approach, UI sounds become a fragmented collection of inconsistent and disruptive alerts that lack intent and fail to reflect a brand’s physical craft. This results in notification fatigue and a disconnected user experience.

The Strategic Collaboration‍

In this keynote, Karsten Kjems (Founder, Sonic Minds), John Cleworth (UX Sound Specialist, Sonic Minds), and Caroline Rossing (Senior Manager, Human Interface Design, Bang & Olufsen) present a framework for treating sound as a strategic core design asset. We move beyond the creative process to demonstrate how to build a scalable Audio Design System that ensures every interaction is functional, intuitive, and builds long-term brand equity.

What you will learn:

• The Strategic Need: Why modern brands require a cohesive audio identity and a dedicated UI sound strategy to build trust and emotional resonance across the fragmented journey between physical products and digital interfaces.
• Systematic Execution: The technical process of building an audio design system by translating B&O’s brand and physical heritage of aluminium and wood into a digital sound language.
• The Brand Perspective: How this system integrates into B&O’s broader Human Interface Design strategy, featuring the final sounds developed for their latest flagship soundbar.

The Experience

‍Attendees will leave with a practical framework for moving from "one-off" sounds to a structured audio design system that improves usability and clarity without adding cognitive load.