Comeback Vinyl
Modernizing the Record Store Experience.
OVERVIEW
ROLE:
Web Development
Product Design
Graphic Design
TIMELINE:
120+ Hours
TOOLS USED:
Figma
Visual Studios
Shopify Web Builder
BACKGROUND
The vinyl record industry has experienced a significant resurgence in recent years, with sales increasing 13.1 million to 49.6 million between 2016 and 2023. In the first half of 2023, vinyl brought in 72% of all non-digital recorded music revenue in the US. This resurgence has led to a growing number of online record stores competing for market share. However, many of these online stores struggle to provide a seamless and engaging shopping experience.
PROBLEM
Despite the growing popularity of vinyl records, many online record stores face challenges in:
Limited product discovery: Users often find it difficult to discover new music and find specific records.
Poor product information: Incomplete or inaccurate product descriptions and low-quality images.
Inefficient checkout process: Long and cumbersome checkout procedures.
GOALS
Comeback Vinyl is looking to address these challenges and elevate the online vinyl shopping experience by:
Improving website navigation and search functionality: Implementing advanced search filters and intuitive category structures.
Enhancing product information and visuals: Providing detailed product descriptions, high-quality images, and audio samples.
Streamlining the checkout process: Simplifying the checkout process and offering multiple payment options.
Creating a visually appealing and user-friendly design: Implementing a modern and minimalist design that reflects the brand's identity.
EMPATHIZE
Exploring User’s Pain Points
RESEARCH APPROACH
To gain a deeper understanding of the challenges faced by vinyl record enthusiasts, we conducted in-depth interviews with 47 individuals who regularly purchase vinyl records online.
The goal was to identify key pain points and opportunities for improvement in the online vinyl shopping experience.
WHAT WE FOUND
Our research revealed several recurring themes:
Many participants expressed frustration with the limitations of current online search and filtering tools. They often found it challenging to locate specific releases, particularly limited editions or out-of-print titles. This was particularly true for niche genres or lesser-known artists. The lack of robust search functionality often resulted in wasted time and a less-than-ideal shopping experience.
DIFFICULTY IN FINDING SPECIFIC RECORDS
INSUFFICIENT PRODUCT INFORMATION
Participants emphasized the importance of detailed product information. They desired comprehensive descriptions that included pressing quality, sound quality, and packaging details. Additionally, high-quality images and, ideally, audio samples were considered essential for making informed purchasing decisions. Without this information, users often felt uncertain about the quality of the product they were buying.
COMPLEX AND TIME-CONSUMING CHECKOUT PROCESS
A common complaint was the complexity and length of the checkout process. Participants often encountered multiple steps, including creating an account, entering shipping information, and selecting payment methods. This lengthy process can be frustrating and can lead to cart abandonment.
CONCERNS ABOUT RECORD CONDITION AND SHIPPING
Many participants expressed concerns about the condition of records and the potential for damage during shipping. They often hesitated to purchase records online due to the risk of receiving damaged or defective items. Additionally, high shipping costs and long delivery times were cited as significant drawbacks.
LIMITED COMMUNITY AND ENGAGEMENT
Participants expressed a desire for a more engaging online shopping experience. They sought opportunities to connect with other vinyl enthusiasts, share recommendations, and participate in discussions about music and vinyl culture. Many online record stores lack social features and community-building elements, hindering the development of a strong customer base.
DEFINE
Establishing the User’s Needs
DEVELOPING A PERSONA
From our research, we noticed that there were some patterns among our participants. They were interested in discovering new music and expanding their vinyl collections. However, they were often frustrated by the lack of detailed product information, the risk of damaged records during shipping, and the difficulty of finding specific titles.
Based on these insights, we created a persona: Riley, the Modern Vinyl Enthusiast.
Riley Jacobs
Modern Vinyl Enthusiast
DEMOGRAPHICS
AGE: 26 - 35
LOCATION: Nashville, TN
EDUCATION: Bachelor’s Degree
JOB: Audio Engineer
FAMILY: Single
TECHNOLOGY
COMPUTERS:
INTERNET:
SOCIAL MEDIA:
ONLINE SHOPPING:
EARLY ADOPTER:
Riley grew up in a household where music was always playing. Inspired by their father's eclectic record collection, Riley developed a love for vinyl records, particularly electronic music. They spend countless hours exploring online marketplaces, record stores, and music forums to discover new artists and rare releases.
Riley's passion for vinyl grew with each new record added to his collection. As his taste expanded, so did his desire to explore different genres and artists. He began venturing into online marketplaces, eager to discover rare finds and limited editions. However, his online shopping experiences were often marred by disappointment. Damaged records, inaccurate descriptions, and unreliable shipping services became common occurrences. Despite these setbacks, Riley's love for vinyl remained unwavering, fueling his determination to find better ways to curate his collection.
PROBLEM STATEMENTS
To identify potential solutions, we conducted a brainstorming session using the "How Might We" framework. From this exercise, three key areas emerged as priorities for improvement:
How might we create a more intuitive and personalized product discovery experience to help users find the perfect vinyl records?
How might we provide comprehensive and accurate product information to empower users to make informed purchasing decisions?
How might we streamline the checkout process and offer a seamless shopping experience to reduce cart abandonment?
IDEATE
Creating the Framework
BRAINSTORMING
To translate our research findings into tangible design solutions, we began by creating user flows that mapped out the ideal user journey. We focused on streamlining the search and product discovery processes. For the search function, we envisioned a robust search bar with advanced filtering options, allowing users to refine their search results by genre, artist, label, release year, and format.
To enhance product pages, we aimed to provide comprehensive and accurate product information, including high-quality images, detailed descriptions, and audio samples. We also prioritized clear and concise information about pressing variants, such as color, weight, and limited edition details. By carefully considering the user's needs and preferences, we were able to create a more intuitive and engaging online shopping experience.
To address the challenges associated with the checkout process, we planned to migrate to a Shopify backend. This transition would allow us to leverage Shopify's robust e-commerce platform, which offers a seamless and user-friendly checkout experience. By simplifying the checkout process and offering a variety of payment options, we aimed to reduce cart abandonment and increase conversions with little additional effort on our end.
IDEAL USER FLOW
SITE MAP
To ensure optimal navigation and a seamless user experience, we created a comprehensive sitemap. This visual representation of the website's structure helped us to identify the most important categories and subcategories. We prioritized key categories such as label, format, genre, new releases, and restocks, placing them prominently in the main navigation bar. By carefully organizing the sitemap, we aimed to guide users effortlessly through the website and help them find the records they were looking for.
PROTOTYPE & TEST
Putting all the Pieces Together
MAKING THE MOCKUPS
To bring our design vision to life, we created a series of mockups to visualize the key user flows and interactions. These early prototypes helped us to quickly iterate on ideas and validate our design concepts. We drew inspiration from successful e-commerce platforms like Vinyl Me, Please and Turntable Lab, incorporating their best practices in terms of product display, search functionality, and checkout process.
We focused on creating a clean and intuitive user interface that would enable users to easily navigate the website and find the records they were looking for. The homepage featured a prominent search bar, curated collections, and a rotating carousel of featured products. Product pages were designed to provide comprehensive information, including high-quality images, detailed descriptions, and audio samples. We also prioritized a seamless checkout process, minimizing the number of steps and offering a variety of payment options.
USABILITY TEST FINDINGS
As we refined our design, we conducted usability testing sessions with a group of target users. This valuable feedback helped us to identify areas for improvement and make necessary adjustments to the user interface. By incorporating user insights, we were able to create a more user-friendly and enjoyable online shopping experience.
CONCLUSION
Let’s Wrap Things Up
By addressing the key pain points identified in our research, we were able to significantly enhance the online shopping experience for Comeback Vinyl's customers. The implementation of the redesigned website resulted in several positive outcomes:
IMPROVED USER EXPERIENCE
ENHANCED SEARCH FUNCTIONALITY
The new search bar with advanced filtering options allowed users to quickly and easily find the records they were looking for, reducing search time and improving overall user satisfaction.
DETAILED PRODUCT INFORMATION
The inclusion of high-quality images, detailed product descriptions, and audio samples from Spotify provided users with the information they needed to make informed purchasing decisions.
STREAMLINED CHECK OUT PROCESS
By simplifying the checkout process and offering a variety of payment options, we reduced cart abandonment rates and increased conversion rates.
INCREASED SALES & CUSTOMER ENGAGEMENT
HIGHER CONVERSION RATES
The improved user experience led to a 37% increase in conversion rates, as users were more likely to complete their purchases.
INCREASED AOV
The addition of curated product recommendations and cross-selling opportunities resulted in a 14% increase in average order value.
ENHANCED CUSTOMER LOYALTY
By providing a seamless and enjoyable shopping experience, we fostered customer loyalty and encouraged repeat purchases.
Through careful research, design, and implementation, we were able to transform Comeback Vinyl's online store into a thriving platform that meets the needs of modern vinyl enthusiasts. By prioritizing the user experience, we were able to drive significant growth and success for the business.