User Experience Design I - Guitar Trading Post Website

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THE GUITAR TRADING POST

Shawn Murphy / User Experience Design 1 / April 6, 2015

2Introduction

Our VisionThe Guitar Trading Post aims to be the premiere online community for musicians to meet and share equipment locally. We believe that trading musical equipment should be easy and effortless with a goal of 1 million successful transactions by 2020.

What is the Guitar Trading Post?The Guitar Trading Post is a website allowing musicians to find other musicians looking to trade guitars, effects pedals, amps, recording gear and more locally and regionally.

Users are able to post photos, demonstration videos, information about their equipment (make, manufacturer, features, etc.), what they want to trade for and more in a transparent community setting.

Similar to eBay, the website allows peer ratings to keep transactions open and honest. In addition, advertisers are able to promote their products with targeted to specific users based on their search results. This would be the main source of revenue for the Guitar Trading Post.

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InterviewsTo help develop a focus for the product I conducted interviews with five potential users of the Guitar Trading Post via email and telephone. Each had different backgrounds and frequencies of playing music live.

Interview SummaryMusicians often are looking for new equipment online about one to two times a week. What motivates them to search for new gear varies but includes seeing what some of their favorite musicians are playing, looking to upgrade for something new or trying to explore new “sonic textures.”

My interview subjects were divided on trading vs. buying gear. Most preferred to buy new or used from reputable websites like Guitar Center or Sam Ash where used equipment comes with a return policy. Some hesitations with trades include sellers not showing up, subject is unsure if trade is of equal value to what they have and bait and switch.

Almost all of the interviewees said they would register for the website with their email address over a social media account. One even has a special spam email address he registers with to avoid unwanted emails or lists.

Lastly, users focused on similar websites that they enjoy visiting to gather information about musical equipment including HarmonyCentral, Pro Guitar Shop, Musicians Friend, American Music Supply, eBay, Craigslist, Amazon and YouTube. What drew the users to these sites were the reviews, photos and demonstrations of the equipment they were searching for.

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User Research (Continued)

4User Research (Continued)

Primary User Persona 1: Richard

DEMOGRAPHICS:• Gender: Male• Age: 36• Occupation: Account Manager for food

manufacturer• Annual Salary: $75,000• City: Maplewood, NJ• Marital Status: Married, 2 kids

ATTITUDES TOWARDS TECHNOLOGY:Somewhat proficient with technology, has a smart phone, keeps up to date with friends via social media (mainly Facebook) and email, shops primarily online for music equipment.

PSYCHOGRAPHICS & BEHAVIORS:• He plays guitar in a cover band about twice a week for fun and

for extra cash and is passionate about playing guitar • He often reads band biographies (books), music magazines

like Rolling Stone or Guitar World to keep up with his favorite bands and latest music equipment

• He has accumulated a collection of instruments, effects pedals, amps and more

• Since he has equipment he doesn’t use as much he’d prefer to trade than buy new or used but is hesitant after being burned by previous transactions

FEARS & FRUSTRATIONS• Wishes he could play music full time but wouldn’t be able to

make ends meet• Wants to trade equipment with others in the area but doesn’t

know how to identify them aside from Craigslist which isn’t as transparent as he’d like

• Has been burned in transactions before – other party doesn’t show up, has damaged equipment, etc.

NEEDS & GOALS• Wants new equipment but doesn’t want to pay for it as his

finances are tight due to kids, bills, etc.• Would prefer to trade equipment locally if he knew who he

was trading with or had a way to verify that the person has had positive transactions with others in the past

*For full user personas see Appendix - pgs 18-21


Primary User Persona 2: Rachel

DEMOGRAPHICS:• Gender: Female• Ethnicity: Caucasian• Age: 27• Occupation: Waitress & singer/songwriter• Annual Salary: $35,000• City: Chicago, IL• Marital Status: Single, no kids

ATTITUDES TOWARDS TECHNOLOGY:Extremely proficient with technology, uses social mediato communicate with friends and fans of her band, listens to music on her iPhone - typically Spotify, uses her laptop to record demos and songs that she releases digitally on band camp and iTunes

PSYCHOGRAPHICS & BEHAVIORS:• Works as a waitress during the day but her main focus is music• She tours throughout the country with her band• She pays close attention to the latest bands through websites

like Pitchfork, NME, BrooklynVegan, etc.• She researches guitar equipment on HarmonyCentral.com

and likes to interact with other users on the message board to get a sense for what she should buy or trade

• While traveling with her band she’d like to reach others willing to buy/trade equipment

FEARS & FRUSTRATIONS• She is frustrated that she can’t make a living by playing music

full time yet• Nervous about how she’s going to pay her rent• Needs to upgrade her laptop and ProTools to continue to

record her on music

NEEDS & GOALS• Wants to be a successful singer/songwriter to the point where

she can quit her job• She wants to find a website where she can trade gear with

people while she’s home or on tour


Primary User Persona 3: Brian

DEMOGRAPHICS:• Gender: Male• Ethnicity: Caucasian• Age: 65• Occupation: Engineer• Annual Salary: $120,000• City: San Diego, CA• Marital Status: Married with grown kids

ATTITUDES TOWARDS TECHNOLOGY:Brian has adopted technology but isn’t as proficient as he’d like, uses email and the internet regularly, received a smart phone recently and uses it to keep in touch with friends and family, uses the internet to go on message boards mainly.

PSYCHOGRAPHICS & BEHAVIORS:• Established in his career and looking to retire soon, Brian has

time to focus on his passion - guitar and playing music• Has been playing guitar for 50 years and while he doesn’t

consider himself an expert he does feel that he can help nurture younger players

• Brian has accumulated quite the collection of guitars, amps and effects over the years

• Belongs to music communities online and likes discussing guitar equipment with others

FEARS & FRUSTRATIONS• Through these communities he has tried trading guitars

but found shipping to be a big hurdle to get over and didn’t fully trust the other person he was trading with to ship their instrument

• Once retired, he wants to downsize his home and guitar collection but he wants to make sure it goes to a good home

• Sometimes feels inferior when using new technology

NEEDS & GOALS• Wants to simplify and upgrade some of his equipment by

trading multiple items for a higher- priced items that will gain value

• Would like to find local musicians to trade with as opposed to shipping his items

7User Story Map

8Information Architecture - Card Sorting

9Information Architecture - Sitemap

Home

0.00

GLOBAL ELEMENTS (FOOTER)

About Contact

Terms/Privacy FAQ

Login

1.00

Listings

1.2.0

Message Board

1.4.0

Profile

1.5.0

Activity Center

1.6.0

Sign Up

2.00

Amps

1.4.2

Guitars

1.4.1

Saved Searches

1.6.1

Messages

1.6.2

Effects Pedals

1.4.3

Recording Equipment

1.4.4

Misc.

1.4.5

Search

1.1.0

10Wireframe: Lo-Fi

Homepage: Unregistered User

11Wireframe: Hi-FiGUITAR TRADING POST

Search My Listings Message Board

Discover your next instrument...

About the Guitar Trading PostLorem ipsum dolor sit amet, consectetur adipiscing elit. Nam tempus eros sapien, et pretium tellus rutrum id. Vivamus eu purus sit amet tortor cursus cursus et quis urna. Praesent consequat nulla a ultricies pellentesque. Aliquam imperdiet velit eget ante sodales cursus. Suspendisse aliquam vul-putate eros non vulputate. Nullam mattis interdum posuere. Nunc lacinia tempus gravida.

Aliquam imperdiet felis vitae dui vulputate, eu auctor dui pulvinar. Aenean placerat posuere augue sit amet mattis. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Quisque euismod quam id eros vestibulum cursus. In iaculis diam non urna lacinia dignissim. Duis in lorem tellus. Praesent ut ipsum libero.

[Photo]

Sign In Register

©2015 Shawn Murphy, Inc. About Us • Terms & Conditions • Privacy Policy • FAQ • Contact Us

[Photo]

Search Zip Code

Find

Register

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Zip Code will be filled in based off users IP address/location. User can type in zip code as well if looking for instruments in other areas.

Photos in background will alternate to display different people and instruments

Homepage: Unregistered User

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12Wireframe: Lo-Fi

Search: Registered User

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Photo/Video Name & Description Location

GUITAR TRADING POST


Username Sign Out

My Profile Message


Search Zip Code Find

Lorem ipsum dolor sit ametConsectetur adipiscing elit. Nam tempus eros sapien, et pretium tellus rutrum id. Vivamus eu purus sit amet tortor cursus cursus et quis urna...

Trader Username

.25 Miles AwayConsectetur, NJ

[Photo]

View Save


Trader Username


[Photo]

View Save


Trader Username


[Photo]

View Save


Trader Username


[Photo]

View Save


Trader Username


[Photo]

View Save

Wireframe: Hi-Fi


When registered, user will see My Profile and Message appear at the top of the screen

Search results can be organized by posts that have photos/videos, name & description and location

User can view the selected content immediately or save their item to view later

Content will continuously scroll based on what other users posted until the footer appears at the bottom of the screen

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14Wireframe: Lo-Fi


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GUITAR TRADING POST


Username Sign Out

My Profile Message


Lorem ipsum dolor sit ametTrader Username Get User Info

Model: Integer neque dolor

Serial Number: 123-456-1997012A Description: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer neque dolor, luctus a orci non, tristique egestas diam. Curabitur in erat sit amet ipsum imperdiet hendrerit. Nulla facilisi. Donec aliquet dolor a augue porttitor molestie. Nam non porttitor libero, eu condimentum leo. In efficitur lobortis quam, sit amet placerat lorem imperdiet sit amet. Curabitur sed eros tincidunt massa scelerisque gravida a quis sem. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas.

Trades I’m interested in• Donec aliquet lobortis pulvinar • Vestibulum ante ipsum primis• Ultrices posuere cubilia Curae• In vulputate augue at sapien • Interdum et malesuada fames ac• Etiam sed convallis tellus• Vestibulum ante ipsum primis• Ultrices posuere cubilia Curae• In vulputate augue at sapien


Listed on March 25, 2015

Time Left: 3 days 12 hours

Other listings from user

[Photo]

[Photo] [Photo] [Photo]

[Photo] [Photo] [Photo]

[Map]

Offer Trade

Back To Search

Watch Item

View Listings

Wireframe: Hi-Fi


User photos to appear here. Photos can be navigated by clicking the left and right arrows below the image.

When item has less than 24 hours left on the guitar trading post the countdown clock/timer will display hours and seconds left for trade.

Based on user data the map will display the city/state the item is located in. Can be third party application like Google Maps.

Users other items available for trade will be displayed here in photos. Upon rollover name of item will appear.

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16Branding

Brand TraitsGuitar Trading Post is easy, fun, engaging, trustworthy, and knowledgeable. The website is an enjoyable outpost for musicians to gather, discuss equipment and discover new instruments in their backyard.

VoiceThe voice of Guitar Trading Post is friendly, approachable, laid back and informal, yet knowledgeable about musical equipment. The social, open communication among members is also replicated by the brand - from notification messages to emails. It uses everyday language that would be common among friends. For example, the Guitar Trading Post uses contractions like “don’t” as opposed to “do not” - it’s how people would speak at a music store or back yard sing-along and we replicate that in our communication as well.

Style The Guitar Trading Post embraces white space. Its clean design helps users find what they’re looking for while using bright pops of color to emphasize different elements of the website or to highlight important information. The design is flat with elements that overlap and have transparency to add depth.

17Branding (Continued)

Color Palette The main colors of the Guitar Trading Post are Blue, Green, Black, Grey and White. Blue and Green should be used to highlight content but should not clash with photography or type elements.

Photography Bold and large photography of musicians and equipment is used throughout as well to display success stories, the new equipment that’s available and more. The large photographs have a photo-journalistic appearance and do not look like stock imagery. Photography should avoid smiling people looking at the camera. The photography should look like it was taken in the moment and should portray people along with musical equipment at every opportunity to emphasize the interaction and community elements.

Typography The site uses Museo Sans as its main typeface. The font is approachable and easy to read with various weights available to help emphasize type and call outs. The simple, sans-serif heading and body copy make the site feel familiar like the worn in fretboard of your favorite guitar.

Blue #078DA1

Green #04A54B

Black #000000

Grey #888888

White#FFFFFF

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APPENDIX

19User Research

Primary User Persona 1: Richard

DEMOGRAPHICS:• Gender: Male• Ethnicity: Caucasian• Age: 36• Occupation: Account Manager for food manufacturer• Annual Salary: $75,000• City: Maplewood, NJ• Housing: Owns a home with wife • Marital Status: Married, 2 kids

ATTITUDES TOWARDS TECHNOLOGY:Somewhat proficient with technology, has a smart phone, keeps up to date with friends via social media (mainly Facebook) and email, shops primarily online for music equipment.

PSYCHOGRAPHICS & BEHAVIORS:• Works at a job in central New Jersey to pay the bills but

doesn’t have a strong interest in what he does day-to-day• With two young children, Richard’s main priority is to provide

for them and his wife• He plays guitar in a cover band about twice a week for fun and

for extra cash and is passionate about playing guitar • He often reads band biographies (books), music magazines

like Rolling Stone or Guitar World to keep up with his favorite bands and latest music equipment

• Since he’s been playing guitar for 25 years, he has accumulated a collection of instruments, effects pedals, amps and more

• Researches new equipment about twice a week online• He spends time online checking out what his favorite guitarists

are playing• Often will scan Craigslist to look for gear to trade or buy. Since

he has equipment he doesn’t use as much he’d prefer to trade than buy new or used but is hesitant after being burned by previous transactions

• Often looks forward to weekly band rehearsal as a time to relax and get away from the daily stresses of work and parenting

FEARS & FRUSTRATIONS• Wishes he could play music full time but wouldn’t be able to

make ends meet• Wants to trade equipment with others in the area but doesn’t

know how to identify them aside from Craigslist which isn’t as transparent as he’d like

• Has been burned in transactions before – other party doesn’t show up, has damaged equipment, etc.

• Is fearful that he might trade and want his piece of equipment back shortly after

NEEDS & GOALS• Wants new equipment but

doesn’t want to pay for it as his finances are tight due to kids, bills, etc.

• Would prefer to trade equipment locally if he knew who he was trading with or had a way to verify that the person has had positive transactions with others in the past


Primary User Persona 2: Rachel

DEMOGRAPHICS:• Gender: Female• Ethnicity: Caucasian• Age: 27• Occupation: Waitress & singer/songwriter• Annual Salary: $35,000• City: Chicago, IL• Housing: Rents a apartment with two other roommates • Marital Status: Single, no kids

ATTITUDES TOWARDS TECHNOLOGY:Extremely proficient with technology, uses social mediato communicate with friends and fans of her band, listens to music on her iPhone - typically Spotify, uses her laptop to record demos and songs that she releases digitally on band camp and iTunes

PSYCHOGRAPHICS & BEHAVIORS:• Works as a waitress during the day but her main focus is music• She tours throughout the country with her band sometimes

for a long weekend but has also toured nationally with other bands

• When not touring or working she is often designing her own posters, writing songs or recording demos for an upcoming record

• She pays close attention to the latest bands through websites like Pitchfork, NME, BrooklynVegan, etc.

• She practices with her band religiously - often three or four nights a week

• She researches guitar equipment on HarmonyCentral.com and likes to interact with other users on the message board to get a sense for what she should buy or trade

• While traveling with her band she’d like to reach find others willing to buy/trade equipment

FEARS & FRUSTRATIONS• She is frustrated that she can’t make a living by playing music

full time yet• Nervous about how she’s going to pay her rent• Before a big tour she fears her band’s van might break down• Wants to upgrade her equipment but is scared she might

trade or sell something she’ll regret• Needs to upgrade her laptop and ProTools to continue to

record her on music

NEEDS & GOALS• Wants to be a successful singer/songwriter to the point where

she can quit her job• She wants to find a website where she can trade gear with

people while she’s home or on tour


Primary User Persona 3: Brian

DEMOGRAPHICS:• Gender: Male• Ethnicity: Caucasian• Age: 65• Occupation: Engineer• Annual Salary: $120,000• City: San Diego, CA• Housing: Owns a home with wife• Marital Status: Married with grown kids

ATTITUDES TOWARDS TECHNOLOGY:Brian has adopted technology but isn’t as proficient as he’d like, uses email and the internet regularly, received a smart phone recently and uses it to keep in touch with friends and family, uses the internet to go on message boards mainly.

PSYCHOGRAPHICS & BEHAVIORS:• Established in his career and looking to retire soon, Brian has

time to focus on his passion - guitar and playing music• Brian plays guitar in a local band with others his age

about once every other week but would like to play out at restaurants and bars more often

• Has been playing guitar for 50 years and while he doesn’t consider himself an expert he does feel that he can help nurture younger players

• When he retires he wants to teach others how to play guitar locally from his home

• Brian has accumulated quite the collection of guitars, amps and effects over the years

• Belongs to music communities online and likes discussing guitar equipment with others

FEARS & FRUSTRATIONS• Through these communities he has tried trading guitars

but found shipping to be a big hurdle to get over and didn’t fully trust the other person he was trading with to ship their instrument

• Fears that he won’t have purpose in life after retiring from his job

• Once retired, he wants to downsize his home and guitar collection but he wants to make sure it goes to a good home

• Sometimes feels inferior when using new technology

NEEDS & GOALS• Wants to simplify and upgrade some of his equipment by

trading multiple items for a higher- priced items that will gain value

• Would like to find local musicians to trade with as opposed to shipping his items

Marketing

User Experience Design I - Guitar Trading Post Website