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.
Check out the prototype below or play with it 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.
The goal was to bring more awareness to all of the products that TB Winds had for sale on the e-commerce site.
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
Two surprises came up when conducting context inquiries that I thought would be important to address in the redesign.
The first was that 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.
The second surprise was that 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.
Based off of the research, I took further steps to personify their needs with a user persona. This persona would then be used to guide design decisions, ensuring that each decision was made to benefit the user.
- Hiroki likes supporting local business
- He uses his laptop to shop for instruments and accessories
- He isn't sure if TB Winds sells instruments
- He wants to make an appointment to try an instrument before buying
I wanted to get an overview of all of the options a user has once arriving at the site, so I created a sitemap to get a feel for how someone would navigate through the entire website.
This sitemap gives me a complete overview of the project.
I then mapped out the user's journey through what would eventually guide the prototype of the TB Winds website by creating a user flow.