Case Study: New Wave Records
UI/UX, Branding, & Package Design
New Wave Records is an online record store that sells pre-loved or new records. Creating an easy process for customer to also sell their records. With the focus on an online experience to be as if one was shopping in their local record store.
The website also has features that helps customers discover new music through a personalized algorithm. New Wave Records keeps analog music alive while providing users with a stress-free experience.
Overview
Brand Guidelines
Introducing “Eddy,” the mascot and icon of New Wave Records. Named after Thomas Edison, the inventor of the phonograph in 1877 which was an early rendition of the record player.
Eddy represents both the vinyl-loving and laidback parts of the brand. Creating a unique brand personality that can be seen throughout the brand’s copy. Eddy is a vinyl record holding a surfboard, representing how he’s going to ‘surf for records.’
The brand’s quirky and chill personality is seen through the logo’s style. With a sketchy style and thick outline helps the brand become more approachable.
Logo Concept
Primary Lockup
Logo Variations
The vibrant and quirky personality of the brand can be seen through colors. Creating a similar energy found in music and the sound’s movement.
Color Palette
The typography is funky and has lots of movement. Recognizing the record’s retro vibe and history. While still bringing to life the quirky tone of the brand through varying thickness and shape.
Typography
These are the 3 brand patterns, used throughout the packaging and website. The record-shaped pattern can be seen on the mailing packaging, and was created to be in a similar shape to ‘Eddy.’
While the mini waves-shaped pattern brings movement and a sharp curve, potentially being the wave ‘Eddy’ is running to.
The last pattern of the organic wave is used throughout the website for a splash of color and its colors can be changed depending on the background’s color.
Brand Pattern
A bucket hat would be apart of the brand’s merchandise. Fitting the personality of the brand with a funky hat that has become trendy again like records.
Bucket Hat
This packaging is used to send purchased records to customers. It’s recyclable and sustainable for the environment. Asking the question, “ready to drop the needle?” in reference to them listening to their newly bought record.
Poly Mailer
These cards would be placed inside each poly mailer when delivered to a customer. They are unique and filled out by hand, as each record is inspected once it arrives at the warehouse.
The scale for determining the record’s quality check is listed in the “Sell to Us” page on the brand’s website.
Quality Check Cards
This is the Record Kit that is sent to sellers after their application is approved. It is free of charge and shipped back to New Wave Records so they can begin inspecting the records. The packaging is clean and prioritizes the safety of the records. With bubble wrap and tissue paper the records would be carefully placed inside and can fit up to 5 records each box.
The Record Kit
Final designs
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Final Designs
Interact with my final design in Figma, explore both desktop and mobile ↓
Take a look at my case study below ↓
New Wave Records is an online record store that helps users buy their newest record, whether pre-loved or new, create an easy process to sell their records and utilize an engaging and user-friendly interface. With New Wave Records users can discover their newest records, creating an online experience to be as if one was shopping in their local record store.
This online record store also has a feature that helps users discover new music through a personalized algorithm. With an intuitive and consistent user interface design, New Wave Records keeps analog music alive while providing users with a stress-free experience.
Overview
Lack of online platform to purchase both new and pre-loved records.
Re-creating the in-store user experience for record shopping to an online platform.
Lack of an online platform providing range of price options for purchasing records.
There is a need for a comprehensive and user-friendly online record store.
Problem
Solution
New Wave Records creates an engaging and user-friendly interface for an online record store, having features such as…
Discovery algorithm that personally recommends new records
Range of prices and options for pre-loved records
Easy process to sell records and clear up shelves
Wishlist to watch the pricing of favorite records
Understand
Background Research, Competitive Audit, User Surveys & Interviews, Personas
Design Process
Ideate
Site Map, Wireframes, Design Library
Implement
Prototypes, Additional User Testing
Test
Feedback, Conclusion
Visual Research
Competitive Audit
Surveys
Wireframing
Skills Applied
Concept development
Visual design
Prototyping
Branding & Identity
Overall: 10 weeks
Understanding and Ideation: 4 weeks
Implementing and testing: 6 weeks
Timeline
Positioning Statement
“There's a growing group of vinyl collectors, their need is to have a website that allows them to buy their favorite records new and preloved with ease. Though an engaging interface and unique branding, many vinyl lovers will easily be able to search and discover their newest record.”
Vinyl records have surged in popularity, with more people opting for the analog format over streaming. These sales have been gradually rising over the past ten years, “according to the Recording Industry Association of America (RIAA), 41.3 million EPs/LPs were sold in the U.S. last year…” (Ritcher, 2023.) Buying used records online has always been a challenge, and a primary source for buying these records has been Discogs. The idea behind this brand is amazing, but it’s lacking a strong user interface and organization. There are numerous other places where people buy records, but very rarely are they selling them used.
So there’s a wide community of vinyl lovers and at the core, people love it for the experience they get shopping in-store. People shop in-store because there’s a trusted selection of used records that have already been evaluated. People buy are buying more used records, “as 58% of vinyl buyers only purchase used records, versus 32 percent who only buy new ones” (Wojcik, 2017.) But most people prefer to shop online, in fact, “a 2022 study on US consumer behavior reports that 56.6% of survey respondents prefer to shop online rather than in person” (Raydiant, 2022.)
This all led to the creation of 'New Wave Records', a brand and website that aims to recreate the experience of shopping for vinyl records in a local record store. New Wave Records sells both new and pre-loved records, giving buyers the option of purchasing records at different price points. The primary focus has always been on the user experience while engaging with the brand. Creating a website that was functional and easy to navigate, while still maintaining the tone and personality of the unique brand.
Background Research
This information helps me create a user centered solution that is tailored to the needs and preferences of the target audience, while also differentiating it from competitors. By analyzing the strengths and weaknesses of existing websites, I can identify areas for improvement and innovation. Additionally, assessing the user's journey is also helpful as it provides valuable insights into building a user-friendly experience.
Competitive Audit
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Conducting user surveys and interviews helped me to gather and analyze feedback from potential users. This valuable information allowed me to identify the needs, preferences, and pain points of the target audience. By tailoring the final product to the needs of the target audience, it is more likely to be successful in the market.
Survey & Interview Findings
01. Are you someone who often listens to music in the vinyl format?
02. Do you purchase records online?
03. How frequently do you make online purchases for records?
Key points made from the Interviews:
The challenging part of buying a record online is if the condition is good and safe handling
when shipping
There’s not as much spontaneity online as in-store buying
Finds a search feature most important
Prefers to see a median price for each album
Wants to see reviews about the company and shipping, rather than the music
A guide for the vinyl conditions is important, especially for selling
Likes that the album covers are the focus
After conducting research and interviews, I developed personas that represent the target user group. Each persona provided a clear understanding of the users' needs, goals, and behaviors. This helped me make informed design decisions that were more accurate and appropriate for the users.
Personas
A site map was created for user flow and to note the page’s features. It helped me identify potential gaps while prioritizing the essential content. Displaying each pages hierarchy to help plan and review my site’s layout.
Site Map
Taking all the research collected I moved on to sketch out the wireframes. I started with 5 pages, as originally that’s all that was going to be created. But after further user research, I expanded to design additional pages.
Low Fidelity Wireframes
Low fidelity wireframes for "home" page
Low fidelity wireframes for "discover" page
Low fidelity wireframes for "about us" page
Low fidelity wireframes for "wishlist" page
Low fidelity wireframes for "sell to us" page
Using Figma I developed my wireframes. Originally I started with 5 pages, for both mobile and desktop, but later in my design process, I created more. At this stage, I started user testing with 3 individuals who continued to review up till my prototypes.
High Fidelity Wireframes
Design Library
After reviewing all the information from my previous research, I built out my first round of prototypes.
These prototypes are rough and the design library was changed in the next round of prototypes. Some of the page layout and organization were kept. This stage was used to figure out the placement of elements and overall user experience.
I included the feedback I received from user testing the prototypes, helping to explain the design decisions I made.
Prototypes
"Home" page prototype
"About Us" page prototype
"Discover" page prototype
"Sell to Us" page prototype
"Wishlists" page prototype
Final Designs
Interact with my final design in Figma, explore both desktop and mobile ↓
Flowcharts for Desktop and Mobile
Bibliography
Jordan, Jilanye. “The Surprising Resurrection of the Vinyl Records Industry.” Camoin Associates, 12 Feb. 2024, camoinassociates.com/resources/vinyl-records-resurrection/.
“The Resurgence of Vinyl Record Sales and Its Impact on the Music Industry in 2023.” Letigreworld.Com, 8 Nov. 2023, www.letigreworld.com/the-resurgence-of-vinyl-record-sales-and-its-impact-on-the-music-industry-in-2023/.
Richter, Felix. “Infographic: Despite Comeback, Vinyl Is Still Far from Its Glory Days.” Statista Daily Data, 24 Mar. 2023, www.statista.com/chart/7699/lp-sales-in-the-united-states/.
“State of Consumer Behavior 2022.” Raydiant, 2022, www.raydiant.com/blog/state-of-consumer-behavior-2022.
Wojcik, Natalia. “Music Acquisition.” MusicWatch Inc., 2017, musicwatchinc.com/research-studies/music-acquisition/.
Final designs
Interact with my final design in Figma, explore both desktop and mobile ↓
Flowcharts for desktop and mobile
Bibliography
Jordan, Jilanye. “The Surprising Resurrection of the Vinyl Records Industry.” Camoin Associates, 12 Feb. 2024, camoinassociates.com/resources/vinyl-records-resurrection/.
Richter, Felix. “Infographic: Despite Comeback, Vinyl Is Still Far from Its Glory Days.” Statista Daily Data, 24 Mar. 2023, www.statista.com/chart/7699/lp-sales-in-the-united-states/.
“State of Consumer Behavior 2022.” Raydiant, 2022, www.raydiant.com/blog/state-of-consumer-behavior-2022.
Wojcik, Natalia. “Music Acquisition.” MusicWatch Inc., 2017, musicwatchinc.com/research-studies/music-acquisition/.