AfterWise Records is looking to have an updated website visually. This project ultimately blossomed into a scope which went beyond just user interface needs, but flourished with strategy, branding, and data-driven analytics to create a more holistic redesign.
Client
Afterwise Records
Role
UX Researcher
UI Designer
Timeline
CEO
Software Engineers
Director of Operations
Director of Mixing
7 months
Teams
Responsive website interface for a mixing and mastering label
Long story short….
OVERVIEW OF ROLE
OPPORTUNITY
In this case study, I led a data-driven UX redesign for both mobile and desktop interfaces. By conducting persona research, employing information architecture processes, and utilizing A/B testing, I ensured our decisions were grounded in insights. I also established a comprehensive design system, fostering structure and cohesion. Additionally, I prioritized building deep client relationships to understand their business requirements and needs thoroughly.
Afterwise Records' current website lacks usability, streamlined information, and cohesive branding throughout the website. The complex UI makes pages overwhelming.
Another challenge, there is no data to back up design decisions. How can we utilize research methods to create meaningful designs and align them with business goals and strategies? Ultimately, a user-centric website based on qualitative and quantitative data - along with a design system will ensure Afterwise Records has a user-centric UI that is cohesive throughout desktop and mobile UI.
RESEARCH
Most users drop off the Afterwise Records website during the search process
Most users drop off the Afterwise Records website due to a non-cohesive and lack of user-friendly landing page
Nearly all of Afterwise Records online users are from the United States
By conducting research about Afterwise Records user behavior, collecting data, and conducting competitive analysis of other labels, I found the following analytics best supported the opportunity at hand. These insights helped me determine our audiences, and how to approach MVP solutions.
MVPs
After talking to the CEO and Directors of Afterwise Records, we set a goal to decrease bounce rates and allow users to explore the website for 1 minute to 3 minutes by improving the UI/UX of the interfaces (and creating a mobile interface). From this, we prioritized the following three things in the solution:
PERSONA RESEARCH
Due to a limited budget for this project, personas reflect users and clients from stakeholder perspectives and market research. User interviews were not conducted. Regardless, the core needs of these personas have meaningful implications for the following processes.
USER FLOW
PERSONAS IN ACTION
With the current website architecture, the CEO and I could visualize the blueprint of the information to understand better how it currently flows, and how it could be better streamlined. Aligning this map with personas, I can move forward to building wireframes and flows that can improve our audience's needs.
Understanding the user flow of the current website helped me to understand how complex information could be streamlined through improved user experience, and the lack of streamlining in the current interface
DESIGN SYSTEM
HIGH FIDELITY DESIGNS
