Vinyla
Vinyla
Vinyla is an online store dedicated to curated vinyl records, turntables, and audio accessories. At the start of the project, the website was outdated, visually cluttered, and lacked essential modern UX practices — resulting in a frustrating and inefficient user experience.
Vinyla is an online store dedicated to curated vinyl records, turntables, and audio accessories. At the start of the project, the website was outdated, visually cluttered, and lacked essential modern UX practices — resulting in a frustrating and inefficient user experience.
Type
E-COMMERCE, ADAPTIVE UI/UX REDESIGN
E-COMMERCE, ADAPTIVE UI/UX REDESIGN
Duration
2 month
Year
2024
Project overview
Project overview
Process
Process
I led the full redesign of the site, creating a clean, intuitive interface and modern design system to improve usability, navigation, and the shopping experience on both desktop and mobile.
The process was based on the Double Diamond. I conducted user research to identify key issues and pain points, defined essential tasks, and created prototypes.
I led the full redesign of the site, creating a clean, intuitive interface and modern design system to improve usability, navigation, and the shopping experience on both desktop and mobile.
The process was based on the Double Diamond. I conducted user research to identify key issues and pain points, defined essential tasks, and created prototypes.
I led the full redesign of the site, creating a clean, intuitive interface and modern design system to improve usability, navigation, and the shopping experience on both desktop and mobile.
The process was based on the Double Diamond. I conducted user research to identify key issues and pain points, defined essential tasks, and created prototypes.
Discover
Discover
Heuristic evaluation
Heuristic evaluation
I conducted research on modern e-commerce UX best practices, focusing on how to improve navigation, filtering, and product discovery for vinyl records and related products. I also examined competitor websites and industry standards to better understand how similar businesses structure their online stores. This prepared me for the next stages and helped me formulate relevant questions for user interviews. Additionally, I reviewed the technical capabilities of the current site to assess what could be improved or integrated.
I conducted research on modern e-commerce UX best practices, focusing on how to improve navigation, filtering, and product discovery for vinyl records and related products. I also examined competitor websites and industry standards to better understand how similar businesses structure their online stores. This prepared me for the next stages and helped me formulate relevant questions for user interviews. Additionally, I reviewed the technical capabilities of the current site to assess what could be improved or integrated.
Competitor analysis
Competitor analysis
To identify opportunities for improvement, I conducted a POP and POD analysis of four competitors across various functional blocks, including registration/login, search system and filters, navigation, product page, homepage, shopping cart, and many others (a selection of the analysis is provided below). This allowed me to determine the strengths and weaknesses of competitors and incorporate these insights into the development of the Vinyla website.
To identify opportunities for improvement, I conducted a POP and POD analysis of four competitors across various functional blocks, including registration/login, search system and filters, navigation, product page, homepage, shopping cart, and many others (a selection of the analysis is provided below). This allowed me to determine the strengths and weaknesses of competitors and incorporate these insights into the development of the Vinyla website.
In-depth interviews
In-depth interviews
I conducted in-depth interviews with 10 Vinyla users, as well as people who used other platforms to buy vinyl records and turntables online. The goal was to understand their needs, expectations, and wishes regarding the site's usability and product range.
I conducted in-depth interviews with 10 Vinyla users, as well as people who used other platforms to buy vinyl records and turntables online. The goal was to understand their needs, expectations, and wishes regarding the site's usability and product range.
Survey
Survey
To validate my initial hypotheses about the essential categories on the Vinyla website, I conducted a quantitative survey among users from Ukraine, the USA, and Australia. The collected responses provided valuable insights into user preferences across different regions, directly shaping the site’s information architecture and feature set.
To validate my initial hypotheses about the essential categories on the Vinyla website, I conducted a quantitative survey among users from Ukraine, the USA, and Australia. The collected responses provided valuable insights into user preferences across different regions, directly shaping the site’s information architecture and feature set.
Conclusion
Conclusion
The collected data indicates that users value convenience, informativeness, and a personalized approach. Implementing improvements in navigation and interface, advanced filters, product descriptions, recommendation systems, and the delivery process will significantly enhance customer satisfaction and strengthen their loyalty to our platform. Including more detailed lists of genres and sub-genres will also help better meet users’ specific needs.
The collected data indicates that users value convenience, informativeness, and a personalized approach. Implementing improvements in navigation and interface, advanced filters, product descriptions, recommendation systems, and the delivery process will significantly enhance customer satisfaction and strengthen their loyalty to our platform. Including more detailed lists of genres and sub-genres will also help better meet users’ specific needs.
Define
Define
Persona
Persona
To ensure a user-centered design approach for the Vinyla website, I developed a detailed user persona named Alex. This persona represents the target audience — young music enthusiasts and vinyl collectors — allowing me to better understand their needs, goals, and pain points. This helped guide design decisions, ensuring the final product effectively addresses user expectations.
To ensure a user-centered design approach for the Vinyla website, I developed a detailed user persona named Alex. This persona represents the target audience — young music enthusiasts and vinyl collectors — allowing me to better understand their needs, goals, and pain points. This helped guide design decisions, ensuring the final product effectively addresses user expectations.
Journey Map
Journey Map
To further enhance the user experience, I developed Customer Journey Maps (CJM) for both vinyl records and equipment. These maps illustrate user interactions at each stage of their journey, highlighting pain points, goals, and potential solutions. This approach helped me identify key opportunities for improving the website’s functionality and user satisfaction.
To further enhance the user experience, I developed Customer Journey Maps (CJM) for both vinyl records and equipment. These maps illustrate user interactions at each stage of their journey, highlighting pain points, goals, and potential solutions. This approach helped me identify key opportunities for improving the website’s functionality and user satisfaction.
Develop
Develop
Information Architecture
Information Architecture
The next step was to introduce changes to the site's architecture based on the research, including restructuring the categories and updating the product filtering. I focused on improving the navigation and simplifying the catalog structure to increase user experience. Below is one part of the site architecture.
The next step was to introduce changes to the site's architecture based on the research, including restructuring the categories and updating the product filtering. I focused on improving the navigation and simplifying the catalog structure to increase user experience. Below is one part of the site architecture.
Deliver
Deliver
Main Page
Main Page
On the homepage, the main goal was to show that not only vinyl records can be purchased on the site, but also turntables, sound systems, equipment, accessories and others. Important blocks that were discovered during the research, such as new releases or top sales, have been added. To facilitate the flow of newcomers, ready-made packages with turntables and necessary equipment have already been prepared on the site.
On the homepage, the main goal was to show that not only vinyl records can be purchased on the site, but also turntables, sound systems, equipment, accessories and others. Important blocks that were discovered during the research, such as new releases or top sales, have been added. To facilitate the flow of newcomers, ready-made packages with turntables and necessary equipment have already been prepared on the site.
Catalog
Catalog
The structure of filters on the catalog page was redesigned due to their importance and frequency of use by the users.
The structure of filters on the catalog page was redesigned due to their importance and frequency of use by the users.
Product Page
Product Page
A separate product page view was developed for vinyl records, with the ability to listen to album tracks. For other categories, a different structure was developed with a focus on detailed product descriptions and customer reviews. This was done so that the product pages would meet the users' expectations and cover all their questions about the product in one place.
A separate product page view was developed for vinyl records, with the ability to listen to album tracks. For other categories, a different structure was developed with a focus on detailed product descriptions and customer reviews. This was done so that the product pages would meet the users' expectations and cover all their questions about the product in one place.
Registration Flow
Registration Flow
Registration on the site is accompanied by a selection of interests by category, genre and favorite artists to provide personalized recommendations and product selections for the user.
Registration on the site is accompanied by a selection of interests by category, genre and favorite artists to provide personalized recommendations and product selections for the user.
Cart & Checkout
Cart & Checkout
When adding products to the cart, the user is shown the available additional services (depending on the product category) offered by the Vinyla team.
When adding products to the cart, the user is shown the available additional services (depending on the product category) offered by the Vinyla team.
Blog
Blog
Based on the survey, many of the respondents would like to see more information, guides, articles about the equipment they buy. The blog will perfectly instruct beginners on the first steps of creating a collection, and for experienced users it will give even more useful information in the field of vinyl and music equipment.
Based on the survey, many of the respondents would like to see more information, guides, articles about the equipment they buy. The blog will perfectly instruct beginners on the first steps of creating a collection, and for experienced users it will give even more useful information in the field of vinyl and music equipment.
Outcome
Outcome
This project challenged me to combine thorough user research with practical design solutions for an adaptive e-commerce platform. I improved my skills in analyzing user behavior and competitor insights to create a clearer, more intuitive navigation and product discovery experience.
Designing tailored product pages and personalized features helped me focus on meeting specific user needs while maintaining consistency across devices. Overall, the Vinyla redesign enhanced my ability to deliver user-centered, scalable solutions that improve both usability and business impact.
This project challenged me to combine thorough user research with practical design solutions for an adaptive e-commerce platform. I improved my skills in analyzing user behavior and competitor insights to create a clearer, more intuitive navigation and product discovery experience.
Designing tailored product pages and personalized features helped me focus on meeting specific user needs while maintaining consistency across devices. Overall, the Vinyla redesign enhanced my ability to deliver user-centered, scalable solutions that improve both usability and business impact.
