TB Winds is a saxophone and clarinet shop based out of Denton, TX that sells instruments and accessories, while also offering repair services.
The owners of the shop, Jen and Tony, both wanted to learn more about how they could change their website to help encourage instrument and accessory sales online.
To improve a user's understanding of the products and services that the store offers.
To increase product sales and ease of use.
Play with the prototype here.
TB Winds is a modern mom & pop shop located in Denton, TX.
They offer repairs, instruments and accessories for those who play in either saxophone or clarinet. Their e-commerce site already offered clean aesthetics and clear prices, but they were looking to up the ante with strong, but not pushy, messaging about their products.
TB Winds is booked months in advance for repairs, but they wanted to bring in more revenue from the products they sell.
Since this was an existing site I performed user interviews with research participants and context inquiries in which I asked the same participants to locate and purchase a saxophone on the existing website.
Each participant was a musician between the ages of 23 and 27 who had bought instruments or accessories online before. Some were college students, while others were full-time professionals.
I then synthesized the research from both findings in two affinity maps. Then used these as a reference for the decisions I made in the empathize and design phases of the process.
All users wanted to try before buying
All participants like to look at reviews
All participants thought the main purpose of the site was to sell accessories, they did not know that they could purchase an instrument on the site
4/5 users shopped from home using their laptops
Paypal and add to cart were offered at the same time which made it unclear to one participant whether or not he could purchase more items.
Two participants were confused by the organization of the dropdown navigation. They initially clicked the "saxophone" option, but it took them to another page that was not helpful to achieve the task.ether or not he could purchase more items.
Empathize with Hiroki
He always checks reviews before making any purchase.
He wants to try an instrument out before buying.
The sitemap allowed me to zoom out and see all of the possible routes that Hiroki could take to get around the TB Winds site.
Hiroki wants to buy a saxophone. The user flow above shows how he would think through this process. I used this as a roadmap for the redesign.