Rough Trade
Rough Trade is both a group of independent music stores and a record label that has its roots in the UK. The company was founded in 1976 by Geoff Travis, who opened the first store in London. Soon after, Rough Trade Records was formed, which released albums by bands such as The Smiths, The Libertines and Arcade Fire. In 1982, the store and the label separated, but they continue to work together. Currently, Rough Trade has stores in the UK and the US and also sells music online. Rough Trade is considered one of the most important and influential companies in the history of independent music.
The Challenge
The challenge was to create an attractive, intuitive and modern site that would reflect the culture and values of Rough Trade, as well as make it easier for users to discover and buy music in a variety of formats. To meet this task, together with the Mirumee team I designed many elements and features of the site, such as new store homepage, new immersion search engine, new category navigation, media selection mechanism, mini player to listen to songs, customer account, blog page, collection management, checkout, mechanism to add products to cart, registration, creation of Spotify playlists, search by genre sites, artist sites and much more.
Personas
The objective of this task was to understand the needs, motivations, behaviors and preferences of users who buy music in different formats, such as vinyl, CD or cassette.
Explore products on the homepage
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The user is encouraged to explore the different categories, genres and artists that are available on the site. Thanks to the intuitive interface, the user can quickly find the products of interest to him, add them to the cart or save them for later. The product carousel allows you to explore a wide range of products without having to scroll through the page or go to other tabs.
Immersive search engine
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The search engine allows you to quickly and conveniently search for products. The search engine dynamically displays personalized content as you enter more letters. Thanks to this, the user can see various proposals, suggestions and recommendations that are adapted to his preferences and purchase history.
Menu
Choice of variant
After selecting the product of interest, the user can see the available variants of vinyl or media type, such as CD, cassette or digital file. After that, the user can choose his favorite variant and see how the color of the vinyl changes on the screen. With smooth and realistic animation, the user can feel as if he is holding a vinyl in his hand.
Mini player
The user can use the mini-player, which allows you to listen to the disc before buying. Thanks to this, the user can check if the music suits his taste and if the sound quality is satisfactory. Many people, before buying vinyl, first audition it on streaming services to make sure it's worth spending money on.
Customer Dashboard
After logging into your account, the user has access to the customer panel, which allows you to manage your orders, data, delivery addresses and payment methods. Thanks to this, the user can easily check the status of their orders, edit their data, change the delivery address or the payment method. In addition, you can link your account in the store with your Spotify account and thus receive personalized product recommendations that are tailored to your musical taste.
Wishlist and collections
The user has the opportunity not only to add products to the wish list, but also to follow their favorite artists and music labels, so that they can keep abreast of their news and promotions. In addition, the user receives product recommendations that are tailored to his preferences and shopping history, which allows him to discover new proposals and inspirations. The user can also create Spotify playlists where he can listen to albums before buying, which gives him the opportunity to get to know the music better and make an informed purchase decision. With these features, the user can enjoy a full music experience and find products that meet his expectations.
Checkout
After adding products to the cart, the user can proceed to the checkout process, which is simple and intuitive. The user can choose from a variety of delivery and payment methods that are safe and fast. You can also use a discount code or gift card if you have one. Before approving the order, the user can check the summary, which contains all the information about the product, price, delivery and payment. You can also change or cancel your order if you change your mind.
Team
Head of Design: Iwo Rzepiela
UX/UI: Jakub Nowak, Paweł Janczarek