The design process begins with understanding the users and defining the problem to be solved. With a clear picture and goals, the designer ideates potential solutions with How Might We exercises. These ideas are refined and turned into paper wireframes and low-fidelity digital wireframes in Adobe XD. Finally, once enough wireframes are completed, a digital prototype is created and tested with users. The feedback from the usability testing is analyzed to form insights that drive the next iteration. This process is repeated through multiple iterations.

The data analyzed from the user research informed the creation of user journey maps and storyboards to illustrate key music listening and purchasing user flows.

Moderated, remote usability testing was conducted using video conferencing and audio and screen recording. This testing was intended to test the early user flow and led to the following insights.

Priority: P0

1. Users need easier access to the dedicated album screens from the Home page, possibly in place of the current experience.

2. Users need a new store experience on the Home page, which presents album purchasing options clearly.

3. Users would benefit from an interactive track list element with integrated music controls.

Priority: P1

4. The Home page should guide users to the album thumbnails on first glance.

5. The next prototype should implement the planned navigation and editing features in the checkout user flow.

The mobile prototype was tested in the same sessions as the desktop prototype. It led to these insights.

Priority: P0

1. Users need a new store experience on the Home page, which shows album purchase options clearly.

2. Users should be able to access the search bar without first tapping the hamburger menu.

3. Users need easier access to the dedicated album screens from the Home page, possibly in place of the current experience.

4. Users would benefit from an interactive track list element with integrated music controls.

Priority P1:

5. A consistent use of grids with small icons would allow users to comfortably view store collections.

6. Users need to see the album collection as the initial focus, above the fold, on the Home page.

Users often discover music after seeing a musician’s performance. By prominently featuring recent performances on the home and music pages, this project encourages users to explore and engage with the music of Point Taken.

Users want intuitive controls for playback and audio. Most peer physical music purchasing websites offer minimal music controls, while most streaming websites offer no ability to purchase. By bringing these features together, this project allows users to engage with Point Taken’s music however they wish. 

Users feel that paying with trusted partners increases the the speed, convenience, and safety of a transaction. By integrating a variety of third-party payment platforms, this project builds trust with users.