Concerto (Platomania) - User Centered Web Design
Client
Concerto Amsterdam
Project type
User Centered Design
Project duration
June 2022
My role and overview ✍
In June 2022, I immersed myself in the principles of "user-centered design," with a primary focus on my chosen target audience to ensure an enjoyable website experience. Through various design tasks, I embarked on the redesign of pages on the Platomania website, affiliated with the physical record store Concerto, aiming to effectively engage the target audience: (jazz enthusiasts).
Project Goal 🚩:
To enhance the user experience and engagement of the Platomania website by implementing user-centered design principles, ultimately creating a website that resonates with its intended users.
Objective: To identify and prioritize the needs and preferences of the target audience. To redesign specific pages of the Platomania website to align with the identified user preferences. To improve the website's functionality and user-friendliness. To ensure that the redesigned pages effectively attract and engage the target audience.
Client’s need: During my studies, Concerto approached our group, seeking to harness our creativity for an innovative redesign of their then-current homepage and detail page. Their aim was to generate ideas for their website to provide distinct and customized experiences for specific music enthusiast groups, aligning perfectly with their chosen target audiences.
The process
Research
Desk research
In order to discover who jazz enthusiasts (aged 20-30) truly are, their distinctive characteristics, and core values, I conducted desk research to lay the foundation for the target audience I would be designing for.
Core values of the target audience:
Cheerfulness and ambiance
Parties, nightlife, and friends
Relaxed jazz atmosphere
Vintage aesthetics and ambiance
Affordable options and the ability to try something first
Live performances and festivals
Uniqueness and special editions
Interviews
To uncover the user needs of the target audience, I formulated interview questions aimed at understanding the preferences of jazz enthusiasts. By asking questions regarding when and where they listen to jazz, their preferred jazz genres, and their sources for accessing music, I engaged in conversations with six jazz enthusiasts who could assist me in this regard. A few of these valuable user needs were:
Live events and gatherings, particularly in the context of jazz music, as they appreciate the communal experience and artistic expression.
The ability to try products or services before making a purchase, to prevent wasting money.
A preference for vintage and older jazz music over modern music due to its unique atmosphere, harmonious qualities, and meticulous execution.
Benchmark
Next, I conducted a benchmark with the aim of gathering effective elements used on 8 websites to introduce visitors to their product range. From this, I compiled a list of the most effective elements that I carried forward into the next stages. Some key elements included:
The user's curiosity is piqued by cards on the homepage showcasing new albums.
Users not only discover details about the album or record but also gain insights about the artist, adding an authentic touch to their experience.
Additional engagement opportunities are leveraged through sections such as 'now trending' and 'popular'.
How might we?
Next, I employed the "How Might We" method to generate ideas for each selected mental note. This method served as a rapid brainstorming session, where my goal was to generate ideas as swiftly as possible, focussing mainly on the product detail page. Some key elements that I incorporated into the next steps include the following:
Mental note 1: Need for certainty - we take action more promptly when certain crucial information is available.
Additional information about the record or artist to provide information and capture the user's attention.
"There are still so many copies available."
Ability to play a sample of the song.
Mental note 2: Chunking - information is easier to understand and recognize when it is grouped into recognizable, manageable units.
The user can clearly see where to save a record as a favorite, for example, by using a heart icon.
Display breadcrumbs to indicate which page the user is on.
The user should be able to view a few provided reviews to form an honest impression of the product.
Mental note 3: Commitment & consistency - users want to act in a way that is consistent with their ideas/beliefs and previous actions.
Recommend products based on previously purchased items.
Display records from the same artist.
Recommend products based on similar music/songs.
"Others who bought this product also liked..."
Design Details
Concerto allowed us the freedom to diverge from their established brand guidelines. As long as we incorporated their logo, we were encouraged to apply a unique style with various colors and fonts, aiming to tap into our creativity. The style guide I designed looks like this:
Next, the wireframes provided the groundwork for the different elements I wanted to include in my design. When crafting these wireframes, I kept a keen focus on user needs and core values, all while incorporating elements from the benchmark and the "How Might We" method.
Prototype
By using the established style guide, I was able to shape the hi-fi prototype. The homepage and product detail page were ultimately designed with the target audience in mind and can be seen below. To connect the target audience to the design, I have added some additional explanations related to the elements within the prototype. Per mental note (need for curiosity, chunking and consistency) I also implemented certain elements to make sure this attracts the target audience.
The design effectively resonates with both the target audience and Concerto's core values. It offers features like song samples for informed purchasing decisions, detailed information for jazz enthusiasts, and special editions to capture attention and encourage purchases.
Concerto's commitment to music knowledge and passion shines through by showcasing reviews from notable figures in the jazz world. The design fosters engagement among jazz enthusiasts who can share their insights and enjoy a relaxed atmosphere around jazz music. This design represents Concerto as a place for music lovers to connect and enjoyment, aligning perfectly with its core values.