THE DESIGN CHALLENGE
JooseLord's website revamp consisted of updates to major visual elements and additional information architecture that would allow visitors and fans to purchase his music, view his press/media articles, and to easily access tour information and merch, when available. Joose contacted me directly to produce the re-design because he acknowledged that I as a former musician could understand his sound and had "the eye". And I did that!
Tools: Adobe XD | Adobe Photoshop | Canva Pro
1. CONSUMER BASE RESEARCH
Based on conversations from visitors of Joose's website (I recruited 4-5 friends to complete tasks such as ordering merch and viewing his most recent press write up). 75% of them had trouble finding where to purchase merch and only ran into "old write ups before 2020". This was a problem space to fix.
2. INFORMATION ARCITECTURE + JOURNEY MAPPING (HOW CAN WE FIND WHAT NEEDS TO BE FOUND?)
From previous experience as an artist and musician, it was clear that the hiccup was that consumers of music do not hang around on musicians websites for longer than 5-6 minutes. If a consumer cannot find what they are looking for almost immediately (and especially if they have never heard of you/your music) then you could miss out on valuable fans/customers. My goal was to design a site that was visually appealing, inspired inquiry, and also pointed users to important places (Merch, Tour, Press) quickly and easily. I also had to consider the brand of JooseLord and make it visually captivating.
3. RAPID REDESIGN (WHAT MIGHT THIS LOOK LIKE?)
I didn't need to sketch anything about this site. The only thing I needed to decide was how grungy to make it look and that's exactly what tf I did. We turned up the attractiveness, the lettering/typography, and added imagery in 2D, large, outlined, and dark styling that would reel in audiences and demand understanding of Joose's vibe. 
OUTCOMES (WHAT I LEARNED)
Finally, the site was shared with JooseLord and his management team who loved the final design and recreation. The website has gone live and although I was not commissioned to analyze the results of the new design, I am confident that he has generated new consumers and has a streamlined process to get to his new music and merchandise releases. He has confirmed that he has pointed users to me as a designer and I have gotten 5 inquiries for artist websites. That is my marker for this project.
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