Amoeba Music



Responsive Website Redesign



The Project



Bringing the In-Store Experience Online





Amoeba Music is an iconic independent music store in Southern California, known for its vast selection of vinyl, CDs, and rare collectibles. Beyond retail, Amoeba fosters a strong music community through live performances, curated selections, and cultural events, making it a beloved destination for music enthusiasts and collectors alike.


View Prototype

Overview





Client: General Assembly Student

Project Duration: 2-Week Sprint

Role: Sole UX/UI Designer (Research to Design) Methods: User & market analysis, persona development, journey mapping, wireframing, prototyping, user testing

Tools: Sketch, InVision, Photoshop, Figma



The Challenge





Amoeba Music is a hub for music lovers—offering a rich in-store experience with live events and a vast vinyl/CD selection. However, its website lacked usability, leaving users frustrated and disengaged when searching for music. The main challenge was streamlining navigation and checkout for a seamless online experience.



Research & Insights



The Solution





A redesigned e-commerce platform that mirrors Amoeba’s in-store charm while optimizing usability—enhancing navigation, refining product discovery, and improving the checkout experience.



Understanding the Digital Music Landscape





Music consumption has shifted towards digital accessibility:


75% of music consumers rely on streaming services.


Users expect quick access to tracks but still value physical music collections for artists they love.



Heuristic Evaluation & Competitive Analysis



Analyzing the existing site revealed:

❌ Cluttered homepage—unclear distinction between products, blogs, and curated lists.

❌ Confusing checkout—users struggled to add/edit items in their cart.

❌ Limited search filters—making it difficult to find specific formats or editions.



User Interviews & Persona Development

Interviews with music collectors and casual buyers (ages 16-30) revealed a common pain point: while digital platforms are convenient, dedicated fans seek physical albums for their personal collections.



🎶 Persona: Josie James

A 29-year-old event planner, Josie curates music for events and is an avid vinyl collector. She needs a smooth online experience to quickly find and purchase limited-edition records.



Designing a Better Experience





Problem Statement:

Josie wants to buy a limited-release album online but finds Amoeba’s website difficult to navigate and the checkout frustratingly complex.



Key Areas of Improvement

🔍 Navigation: Simplified layout with clear distinctions between content and products.

🛒 Checkout Process: Streamlined cart management to reduce confusion.

🎧 Search Optimization: Advanced filters for format, edition, and artist to refine results.

🎼 Curated Discovery: Improved recommended albums & tracklists for a personalized experience.



Prototyping &
User Testing





Building a More Intuitive Site


User Flows: Designed two paths—one for searching specific products and another for browsing recommendations.


Wireframes & Iteration: Addressed key usability issues with clearer navigation, responsive search filters, and a guided checkout experience.​



Usability Testing & Refinements

🚀 Cart Confusion: Users struggled with adding & editing items—fixed by enhancing visual hierarchy & feedback.
🎯 Search Clarity: Search results were cluttered—implemented precise format & edition filters.
📢 Actionable Feedback: Enlarged “Buy Now” button with instant confirmation to prevent duplicate clicks.



Final Solution & Impact


Key Improvements:

✅ Organized homepage—separate sections for products, curated lists, and blogs.

✅ Revamped checkout flow—clear call-to-actions & error handling.

✅ Enhanced search experience—format/edition filters for precise results.

✅ Personalized recommendations—tracklist previews & related albums.




Reflection & Next Steps





Next steps include final usability testing to fine-tune the design before implementation.


This project reinforced the power of user research in shaping design decisions. Understanding user frustrations transformed the experience from frustrating to intuitive—bridging Amoeba’s rich music culture with the convenience of digital shopping.


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