Deliverables

Design

Tools

The Challenge

A slick and streamlined shopping experience

Whatever stage of your musical journey, Guitarly has you covered; from learning those pesky first chords, to playing the main stage at Glasto!

My challenge was to create a clean, intuitive and user friendly design to help establish Guitarly’s online brand and reach a wider audience.

Understanding the Audience

Research Process

I explored 4 personas to gain an insight into differing user requirements, behaviours, goals and pain-points.

The Bargain Hunter

Demographic

The Bargain Hunter is interested in items that are worth their spending, hoping to secure the best prices and deals on websites.

Likes

Discovering a discount so tempting it justifys their purchase.

Pain Points

Poor UI direction showcasing reductions, this persona needs to easily discover sales and discounts. Marketing campaigns alongside sales/discounts need to be prominent.

Needs

A limited coupon, flash sale, or other exclusive website promotions. These offers help create a sense of urgency that motivates this persona to buy.

The Devotee

Demographic

The Devotee is a loyal advocate of your business. They love what you do and you are always their first choice.

Likes

To be regularly informed of new and exciting offers. Likes to be rewarded for their unwavering loyalty.

Pain Points

Lack of loyalty schemes or rewards for repeated purchases.

Needs

An engaging user experience and perks from a loyalty scheme.

The Gifter

Demographic

The Gifter is an enthusiastic buyer looking to purchase the correct gift for friends/family.

Likes

To be able to research products from a human perspective e.g. customer reviews and ratings. Ability to get help and advice from employees to ensure they are making the correct purchase.

Pain Points

Feeling overwhelmed trying to make the correct purchase when there is so much choice. Not being able to find the correct information.

Needs

Support, guidance and clear information.

The Researcher

Demographic

Researchers like to take their time analysing the products before buying.

Likes

Their questions answered, transparent and detailed features/specs. Strong warranty and positive social reviews about the company before purchasing.

Pain Points

Poor UI - information should be clear and easy to find.

Needs

To build trust with the brand before purchasing - this can be achieved by providing valuable social proof and influencing shoppers to follow in the footsteps of those providing glowing reviews of the brand.

The results are in...

The Solution

As a result of the research, I’ve obtained 6 key insights used to inspire the core features and functionality.

1.

Live Chat Support

24hrs a day, 7 days a week access to online support. Minimising customer support costs but enhancing online customer experience.

Phone, FAQ’s and email support will still exist for those who prefer these methods. The live chat is a more modern and familiar experience, just like texting a friend.

Ability to book virtual meetings for those who may require further assistance.

2.

Extensive Product Information

Detailed specs, features and reviews all in one convenient place. Variation of media content, from text, to tutorial videos and images.

Resulting in visitors building trust in the brand and the products.

3.

Multiple Payment Options

Providing visitors with flexible payment plans ensures conversion rates remain high allowing people to spread or delay repayments.

Offering flexibility around the differing needs and financial circumstances of the users, results in a superior customer experience.

4.

Subscription Service

When a user/visitor has given permissions for direct communications, either via social media or emails, this is opportunity to capitalise on the marketing aspect of the business.

The ability to maintain engagement with the user/visitor outside of being on the website helps maintain brand awareness and loyalty.

5.

Updates on Favourite Products

When users have ‘favourited’ products this should act as way to communicate directly to users when the item/s are in a sale or running low on stock.

This is an opportunity to encourage impulse buys due to the pressure of timeframe restrictions; a sale ending soon or the potential that low stock will not be replenished.

The optimum way to update users about their products would be via push notifications or email. Guitarly should strive to maintain a relationship with users outside of users visits to the website.

6.

Indepedent Reviews of Products & Business

Providing the users with the functionality to write reviews on purchases can help to build a community aspect to the brand.

Reviews can massively influence conversion rates and minimise the cost of returns.

Reviews can assist buyers with vital insights of buying behaviours from real people, helping them to ensure stock levels reflect the communities wants.

Structuring the Architecture

User Flow: Purchasing a Guitar

Here’s an example of the user flow depicting the purchasing of a Gibson Les Paul Electric Guitar

Structuring the Architecture

Sitemap

Structuring the Architecture

Wireframe Sketches

Defining the UI

Branding

Fresh, clean and minimalist brand image. Dominant use of crisp, neutral colours ensures the focus is on the products.

Defining the UI

Guitarly Logo

The shape is inspired by a Guitar Pick and the typography is curved like the tuning pegs on a headstock.

Defining the UI

Typography

Inter is an easy to read sans-serif typeface and perfect for both small and large text. It’s an adaptable and clean font - perfect for e-commerce websites.