The Product
Music Shop is a digital app store available worldwide on Apple and Android products. Music Shop strives to provide the biggest library of gear, vinyl/cds, concerts tickets, and digital music from artists across the world. They offer a wide spectrum of competitive pricing. Music Shop targets customers that are teens and adults who lack the time or ability to search site to site for multiple items they’d like to buy.
The Problem
Busy people lack the time necessary to search around the internet to find things sold on separate platforms in one setting.
The Goal
Design an app for Music lovers that allows users to easily order and receive items, attend events of their favorite artists as a one stop shop.
User Research Summary
I conducted interviews and created empathy maps to understand the users I’m designing for and their needs. A primary user group identified through research was working adults and a teen who have limited time to shop for music items. This user group confirmed initial assumptions about Music Shop customers, but research also shown that time wasn’t the only factor that limited users from shopping effectively. Other user problems included obligations, interests, item availability, or challenges that make it difficult to get particular items in-person.
Pain Points
Time
Busy people lack the time necessary to search around the internet to find things sold on separate platforms.
Accessibility
Platforms for ordering items aren’t equipped with a lot of assistive technologies for use.
Appreciation
Store platforms rarely interact with users with custom messages or interactions to them. Give them a reason to come back.
Information Architecture
Text-heavy pages are very difficult to navigate and order items from. Requires too much reading and the average attention span isn’t long enough for it.
Persona
Problem Statement:
Matt is a busy working adult who needs easy access to a one-stop music ordering option without having to buy from multiple places.
Matt is a busy working adult who needs easy access to a one-stop music ordering option without having to buy from multiple places.
Matt
Age: 53
Education: Bachelor of Science
Hometown: Houston, Texas
Family: Married with 2 Kids
Occupation: Engineer
Goals
• Being able to access music without being tech savvy.
• To avoid signing up for a subscription
• Enhancing health and well being in old age
Frustrations
• "It's difficult to find certain music on platforms or at all"
• "I'm old fashioned and enjoy using cash over card."
• "My phone is the way to enjoy most music."
Age: 53
Education: Bachelor of Science
Hometown: Houston, Texas
Family: Married with 2 Kids
Occupation: Engineer
Goals
• Being able to access music without being tech savvy.
• To avoid signing up for a subscription
• Enhancing health and well being in old age
Frustrations
• "It's difficult to find certain music on platforms or at all"
• "I'm old fashioned and enjoy using cash over card."
• "My phone is the way to enjoy most music."
Low Fidelity Prototype
Using the completed set of digital wireframes, I created a low-fidelity prototype. The primary user flow I connected was building and ordering a custom package of music items, so the prototype could be used in a usability study.
High Fidelity Prototype
The final high-fidelity prototype presented cleaner user flows for shopping for a individual item/custom package and checkout. It also met user needs for a pick up, shipping, or digital download as more customizable.
Competitive Analysis
An audit of a few competitor’s products provided direction on gaps and opportunities to address with the Music Shop App.
User Journey Map
Mapping Matt’s user journey revealed how helpful it would be for users to have access to a dedicated Music Shop app.
Accessibility Considerations
• Incorporated icons to help make the navigation easier.
• Created detailed imagery/logos for items to help all users better understand the app.
• Consistently placed back buttons at the top and shop ones at bottom of each page to avoid uncertainty for the older adults using the app.
• Created detailed imagery/logos for items to help all users better understand the app.
• Consistently placed back buttons at the top and shop ones at bottom of each page to avoid uncertainty for the older adults using the app.
Usability Study: Findings
I conducted two rounds of usability studies. Findings from the first study helped guide the designs from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining.
Round 1
1. Users want to create a account quickly
2. Users want to navigate through the app quicker.
3. Users wanted a tutorial / help option
2. Users want to navigate through the app quicker.
3. Users wanted a tutorial / help option
Round 2
1. “Build your own package” process had too unnecessary symbols/steps.
2. The checkout process was over communicated and not a fast checkout. 3. The shopping/confirm/checkout button wasn’t consistent through app.
2. The checkout process was over communicated and not a fast checkout. 3. The shopping/confirm/checkout button wasn’t consistent through app.
Sitemap (Information Architecture)
With the app designs completed, I started work on designing the responsive website. I used the Music Shop App sitemap to guide the organizational structure of each screen’s design to ensure a cohesive and consistent experience across devices.
Impact
The app ensures user feel like Music Shop App is about being about their needs and bridging a music community from teens to the elderly.
One quote from peer feedback: “I can see myself or others my age using this great app to purchase things. You’ve made it more about the people not a dollar sign.”
One quote from peer feedback: “I can see myself or others my age using this great app to purchase things. You’ve made it more about the people not a dollar sign.”
What I've Learned
While designing the Music Shop app, I’ve learned that initial ideas were a little bit too over communicated and needed to be more efficient. Usability studies and peer feedback influenced the polishes made to the app’s design to enhance experience.
