The Client
Small independent record labels based in the UK and the USA that are specialised in underground punk, record distribution and gig promotion. These record labels have always been selling products through their website and Bandcamp but due to the increase of sales during the pandemic the clients require a social e-commerce platform where their customers can access the shop as well receiving immediate updates and connections within the community. The owners sell internationally and find important users; bands can connect around the world, share experiences and can book gigs independently.
The Challenge
The purpose of creating a social e-commerce app for independent record labels is to allow users and artists to make connections. This app will allow the creation of an international network around underground bands that will help artists to become more well known and to help sell their music and merchandising.
Objectives
To focus on people’s experiences buying records online from independent record labels
Identify user’s preferences and needs when purchasing records
To focus on the relationship between an independent record label and its customers
Determine how customers discover new artists
Determine the customers and artists underground network
Identify communication channels between artists and customers
Requirements
Role: UX/UI Designer
Tools: Figma, Illustrator, Photoshop, Whimsical
Timeline: 3 weeks (July, August 2021)
🎧
Analysing other small independent record labels has helped me to learn the ins and outs of how competition works, and identify potential opportunities where the labels can out-perform them.
🕺🏽
Users survey helped to gather quantitive and qualitative data about the user's interaction and experience purchasing and selling records. It has also helped to understand how bands connect with fans and promoters as all participants have been or are active members of bands.
👩🏼🎤 🧐 👩🏽💼
Our users: the artist, the record buyer and the client.
🚗
Three user flows for three different types of users
#1 the journey of the record buyer, being record releases, explore, community, shopping cart and account the main features. The user will be able to browse new records while listening, adding them to the shopping cart or sharing them with the community.
#2 the artist's journey, this flow will add features such as product updates where the artists can check for record sales and reviews. They'll also have access to adding posts or share upcoming events as well as to check their traffics report or to contact the label through the account settings.
#3 the client's journey, where they will have access to a record label dashboard. Managing products, content and orders will be the main features as well as inventory updates and sales checks through the settings option.
Onboarding & Sign Up
The onboarding will offer a brief explanation of what the platform offers. If the user decides to join they will have access to the signup option where they'll be allowed to join using social media logins.
Home, Product Details, Cart & Radio
The homepage will show the latest news and releases as well as highlighting the community and events options. The user will be able to browse different record labels, listen, share, read information about the record and add it to the shopping cart to finally buy the product. The radio option, placed in the navigation bar will show related radio shows, the user will be also able to share them on social media or on the Circle community.
Search
The search option will offer the user the find products by categories or filter records by format, genre, labels, product type or release date.
Account & Settings
The user will be able to edit their own pictures and profile details within the account section. They will have access to their wishlist, notifications and activity history as well as to manage their settings.
Community
The user will have access to forums, groups, blogs and events through the community option. They will be able to post comments, events or add new threads as well as to check the latest news, buy event tickets, find new friends in the community or shops depending on location.
🧪
Usability testing findings
Participants navigated the app easily, recognizing record labels, but found the share icon confusing. They liked the events option and suggested location-based recommendations. One proposed active community members becoming promoters. Overall, they saw the app as helpful for small companies, underground bands, and vinyl record buyers.
Increase size in small text
Add a Labels & Bands section to the Community
Add a promoters section to the Groups
Participants suggested some changes:
Rearrange the options in each record on the product page
Option to connect with bands on the product page
Highlight Community and Events options on the homepage
↓ View final prototype here
Conclusion
What happens next?
The project will require non-essential features to be integrated like, geolocation preferences, feed based on profile settings, rating and feedback and loyalty and membership options.
Creating Circle has helped me to prioritise skills and strategies, that made me reflect on what was feasible within the time and budget constraints. The challenge of creating an end-to-end application for established independent record labels in London meant more than just creating a product interface, it has enclosed the whole experience users will have with different labels and their overall satisfaction with the product.