Axure - Illustrator - 2024
Project Overview:
Scope
Mousike was created with the goal of providing a seamless, engaging shopping experience for music lovers across all skill levels, from curious beginners to seasoned professionals. The platform needed to support intuitive browsing, informed product selection, and a clear, frictionless checkout process using a dummy payment system.
Understanding the Issue:
Process
Competitive Analysis: Reviewed two existing music e-commerce sites to evaluate UI strengths and weaknesses.
User Research: Conducted interviews with three experienced online music shoppers to uncover needs and frustrations.
Persona & Journey Mapping: Developed a representative persona, scenario, and user journey to guide design decisions.
Task Flow Diagram: Outlined key user actions to inform navigation and interaction design.
Conceptual Design: Created a moodboard and researched essential UI patterns for music retail, focusing on browsing, viewing, and purchasing flows.
High-Fidelity Prototyping: Built refined desktop and mobile prototypes in Axure, incorporating insights from earlier testing.
Conduct a Heuristic Evaluation to find weaknesses
Iteration & Finalization: Revised the design based on performance data and user recommendations, ensuring clarity and ease of use.
Pain Points
Lack of trust in online platforms: Users fear scams, poor product quality, and misleading visuals.
Inability to test instruments: Offline stores are preferred for tactile evaluation and sound checks.
Inconvenient or unclear checkout flows: Manual confirmation steps and a lack of order updates create frustration.
Limited repair support: Users often rely on online tutorials before seeking professional help.
Unclear product bundles: Confusion around what accessories or tutorials should accompany an instrument, especially for beginners.
Defining Design Goals:
What should I focus on to design the best music online store for my target users?
Goals
Build trust through transparency: Include user reviews, quality guarantees, and clear return policies.
Offer tactile substitutes: Use demo videos, sound samples, and detailed specs to simulate in-store testing.
Streamline the checkout experience: Ensure users receive confirmation, updates, and easy-to-follow steps.
Bundle intelligently: Recommend accessories and tutorials based on instrument type and user skill level.
How do people browse and purchase instruments online?
To explore user behavior and trust in online music retail, I conducted semi-structured interviews with three participants aged 18 to 25, both passionate about music and experienced in purchasing instruments online.
Identify
Pre-purchase behavior
Browsing and viewing habits
Trust factors
Post-purchase reflections
Using insights from the interviews, I established design goals tailored to the target audience's needs and preferences.
Style Guide:
Semi-structured Interview - Think Aloud Testing - Heuristic Evaluation
Mobile & Desktop Website Design