Where I Started...
Where I Started...My passion for EDM music and attending music festivals has always surrounded me with positive energy and wonderful people, allowing me to express myself freely. These experiences have profoundly impacted me, helping me grow as a person and empowering me to enhance my personal strengths. In 2023, I launched DropTheVibe, an EDM fashion brand dedicated to fostering a vibrant community of festival enthusiasts. My goal is for DropTheVibe to be a symbol of good vibes, inspiring everyone to embrace life to the fullest. As part of this journey, I created a product called GlowStar, an LED glowing flow toy designed for people to enjoy while dancing and flowing with music, adding a unique touch to their festival experiences.
My Role
- Brand Owner
- UX Designer
- Graphic Designer
- Product Designer
Deliverables
- E-commerce Site
- GlowStar Product Design
- UX Research
- Graphic Design
Timeline
- Apr 2023 - Now
E-Commerce Site
Overview
The Challenge
As someone deeply immersed in festival culture, I had a strong understanding of the products and designs that resonate with festival-goers. My proximity to potential users at festivals provided me with unique insights into their product preferences. Despite this, I had no prior experience designing an e-commerce site and lacked a clear understanding of user pain points or what makes for a seamless online shopping experience. Bridging the gap between my creative vision and the technical demands of e-commerce design became the central challenge of this project.
Building A Research-Driven Design
To bridge the gap and overcome these challenges, I decided to begin with competitor research to understand the industry landscape and identify successful strategies used by similar brands. I complemented this with user research, interviewing festival-goers to uncover their pain points, needs, and expectations with existing brands. This dual approach provided the foundation for designing a platform that addresses user expectations while standing out in the market. Using these insights, I mapped out key features, crafted user stories, and prioritized them to focus on delivering the most impactful solutions. I also sketched user flows and wireframes to ensure intuitive navigation and a seamless shopping experience. Additionally, I studied e-commerce design principles and best practices to align the platform with industry standards while capturing the unique personality of DropTheVibe. This methodical strategy allowed me to transform my creative vision into a user-centered e-commerce design.
Research
Scoping the Competition
I began my research with a comprehensive competitor analysis, examining the e-commerce websites of 10 EDM fashion brands of various sizes. This in-depth study focused on 9 key areas of the shopping experience, identifying both strengths and weaknesses. The insights gained highlighted effective practices and opportunities for improvement, providing a valuable foundation for designing a seamless and intuitive e-commerce platform.
- Inconsistent branding with overwhelming visuals
- Hidden menus, inconsistent labeling
- Unclear product category hierarchy
- Missing search, filter, and sort options
- Poorly placed or vague Calls-to-Action
- Overloaded pages with excessive colors and visuals
- Inconsistent product card sizes and background
- Improper fonts and poor color contrast
- Insufficient description, low-quality or limited product images
- Missing customer reviews
- No quick 'Add to Cart' button
- Mandatory account creation adds unnecessary steps
- Limited payment options
- Unclear or hard-to-find return policy/process
- Returns require customers to email support, making the process time-consuming and inconvenient
- Generic shipping details requiring navigation to a separate page
- No clear distinction between ready-to-ship and made-to-order products
- Generic or hard-to-access size charts requiring separate page navigation
- Missing specific size charts for individual products
- Consistent brand colors, typography, and engaging graphics
- Loyal community built through an ambassador program
- Well-organized menus and product categories
- Search, filter, and sort options for easy browsing
- Clear and effective Calls-to-Action
- Uniform product cards with consistent backgrounds
- Clear presentation on text and color
- Detailed product descriptions with high-resolution images/videos showcasing product details
- Includes care instructions for better product understanding and maintenance
- Quick-view feature of product photos
- Customer reviews
- Exclusive product collections
- Quick 'Add to Cart' button
- Minimal steps for seamless checkout
- Diverse payment options including installments
- Easy to locate and stress free return process
- Shipping details in every product page
- Clear distinction between ready-to-ship and made-to-order products
- Specific size charts provided in every product page
Listening to the Voices That Count
I conducted 30 interviews with festival-goers, including friends, social media connections, and people I met at festivals. The interviews were conducted through face-to-face conversations, phone calls, and online chats. These interviews covered key aspects of EDM fashion e-commerce, such as pricing, products, marketing, and website design. This section focuses specifically on insights related to the shopping experience. I explored their pain points and preferences when shopping on other EDM fashion sites. This feedback was crucial in shaping the design and functionality of the e-commerce site to better meet the needs and expectations of the target audience.
- Target Audience: Festival goers
- Age: 18 - 45
- Gender: 60% female, 40% male
- Shopping Behavior: 40% shop before every festival, 60% shop occasionally
- Confused navigation
- Overwhelming visuals
- Unclear shipping information
- Limited product information
- Time-consuming browsing
- Painful return process
- Hard to evaluate the product reliability
- Clear and intuitive navigation
- Detail product information
- User reviews and ratings
- Easy and flexible return
- Transparent shipping information
- Easy sign up affiliate program
User Persona
I enjoy going to music festivals and dressing freely to express myself. I want to find a user-friendly e-commerce store where I can buy merch and accessories.”
Peter loves EDM music and immerses himself in the festival scene. Whether attending solo or with friends, he enjoys the non-judgmental atmosphere and loves playing flow toys at festivals. He’s looking for a user-friendly platform offering a wide range of festival merchandise to express his style and stay connected to the EDM community.
- I often find that many EDM e-commerce stores are difficult to navigate. They lack essential features, making it confusing and time-consuming to search for products I like.
- Find a user-friendly e-commerce platform to buy merchandise and accessories for attending music festivals.
- I am especially interested in seeing more LED products and FlowStar toys.
“I create EDM content for my 100k Instagram and 150k TikTok followers, showcasing my creative storytelling and helping brands market their products.”
Abby is a part-time bartender and a digital creator specializing in EDM content. She loves attending festivals, meeting new people, and sharing her festival experiences with her followers to spread positive vibes within the EDM community. Abby hopes to easily connect with her favorite EDM brands, assist in marketing their products, and earn extra income.
- Normally, I have to reach out to the store owner via social media or website email to sign up for their affiliate program. It’s frustrating to contact brand owners repeatedly to ask how their affiliate programs work.
- When I find an EDM brand that I like, I love signing up for their affiliate program so I can recommend products to my followers and earn commissions.
Design
Bringing Features Alive with User Stories
I summarized the key features through user stories and prioritized them to ensure the most critical aspects were addressed first. P0 features represent immediate needs that must be implemented for the launch, ensuring a functional and user-ready platform. P1 and P2 features are secondary priorities that can be developed and rolled out post-launch to enhance the user experience over time. This approach ensured that DropTheVibe's e-commerce site was designed to meet user needs and preferences while addressing urgent business requirements.
Sketches That Started It All
Crafting the Brand Identity
From Fonts to Colors: The Style Guide
A key insight from my research revealed that many EDM shopping sites are overly colorful and visually overwhelming. To address this, my design principle focuses on maintaining a clean and precise layout that balances the vibrant, visually rich nature of my products. I ensured consistency in product cards by using a white background, creating a clean and uniform appearance. To further strengthen brand identity, I maintained consistent logo and banner colors, establishing a cohesive and recognizable visual presence.
- Brand Theme: Gradient (pink, purple, blue, green)
- Background: White
- Typography: Cache, black
Testing
Navigating the Experience
The purchase and return flows are the backbone of the shopping experience—helping users find what they need, complete purchases effortlessly, and handle returns without confusion. Recognizing their importance, I ensured these critical journeys were simple, clear, and frustration-free.
Testing in Action: From Feedback to Fixes
After creating the wireframe to visualize my website's overall look, I began implementing my ideas, including the P0 features outlined in the summary table, into the Shopify shopping web design. Once implemented, I conducted usability tests with 5 individuals previously interviewed. I asked them to find 2-3 products to purchase and to return 1 product. Overall, they found the website user-friendly with minimal confusion. However, they provided three suggestions for improvement.
Final Site
Where It All Comes Together
Click on the images to view the corresponding features highlighted from the Key Features section, and click again to hide them.
GlowStar
Journey
From Inspiration to Creation
One of the most exciting parts of this journey was bringing GlowStar to life, a product inspired by the magic of music festivals. As I wandered through the vibrant festival grounds, I was always captivated by the glow of LED flow toys and mesmerized by the sight of people spinning FlowStar toys—smiling, flowing, and turning movement into art.
Through conversations and observations, I realized that LED products and FlowStar toys were festival staples. LED staffs, poi, and whips lit up the night, dominating the scene. But something was missing. There was no LED FlowStar—nothing that combined the glowing brilliance of LEDs with the fluid, dynamic motion of FlowStar toys. That’s when inspiration struck: what if I could merge these two worlds into something new and exciting?
And so, GlowStar was born—a fusion of LED lights and FlowStar flow toys, designed to bring joy, energy, and vibrance to nighttime festival experiences. Watching people’s faces light up as they spun GlowStar, seeing them flow and create art under the night sky, became one of my proudest moments. It wasn’t just a product; it was a celebration of creativity, connection, and the true spirit of festivals.
The Journey from FlowStar to GlowStar
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Design
The Creative Process
The GlowStar design process focused on five key elements: 1. LED string placement to light the FlowStar, 2. selecting the ideal lights, 3. Fabric Stitching to Securely Integrate the Lights, and optimizing both 4. battery pack options and 5. battery placement. Each decision was carefully considered—some solutions were implemented before the initial launch, while others were refined based on real user feedback and post-launch insights. This design process ensured GlowStar achieved a seamless blend of functionality, durability, and a great user experience—bringing joy and lighting up festivals with every spin.
1. Lighting the FlowStar
After working with the manufacturer to produce both design samples, I invited skilled FlowStar performers to test them and provide feedback. The results were clear—Idea #2 stood out as the more effective and well-received option, offering a smoother and more enjoyable experience for the performers.
- LED lights on only one side limit continuous illumination during use.
- Longer lights reduce fabric softness and flexibility, making it harder for users to perform tricks smoothly.
- LED lights on both sides ensure continuous illumination during use.
- Shorter lights maintain fabric softness and flexibility, enabling users to perform tricks more freely.
2. Choosing the Perfect Glow
I started with two light string designs and launched Idea #2. Customer feedback led me to conduct more research, resulting in Idea #3 — a solution with improved usability and reliability.
- Too heavy for practical use.
- Not waterproof, limiting durability.
- The light string broke during testing.
- The light string was too sharp, causing a discomfort user experience.
- It broke easily, reducing durability and reliability.
- Added a rope-like plastic material to protect the wire in Idea #2.
- Softer string, enhancing comfort and usability.
- Improved the overall experience, making it more enjoyable and reliable.
3. Stitching the Glow into the Star
I launched with Idea #1 but received customer feedback that prompted improvements. This feedback guided the development of Idea #2.
- The light string could come loose and catch users' fingers during use due to the crossed design exposing the light string.
- The crossed stitches were not strong enough to securely protect the light string.
- The stitches risked detaching from the FlowStar over time.
- Uses a see-through fabric to prevent the light string from coming out.
- Provides a more secure way to keep the lights in place, even during heavy spinning.
4. Improving the Battery Pack: A Tiny Tweak, A Better Experience
To ensure the GlowStar spun effortlessly, the battery pack had to be light and balanced. I started with a button cell battery pack, chosen for its lightweight build and easy-to-replace batteries. After launch, valuable customer feedback highlighted areas for improvement, inspiring the evolution from Idea #1 to a more refined and reliable Idea #2.
- The button could be accidentally triggered during play.
- The light could unintentionally turn on or off when the GlowStar was dropped on the ground.
- To address this, I implemented a switch button, as suggested by the manufacturing team, to prevent accidental activation.
5. Designing the Perfect Fit for the Battery Pack
I designed a small pocket at one tip of the FlowStar to securely hold the battery pack. After launch, customer feedback guided improvements, evolving the design from Idea #1 to Idea #2.
- The pocket opening is too small, making it difficult to insert and remove the battery pack.
- Redesigned the pocket with a Velcro seal at the end to keep the battery pack secure.
- Ensured the pocket remains easy to access while preventing accidental falls.
6. Something Big is Coming: A New Innovation in the Works!
I’m currently working on enhancing GlowStar’s LED light-up experience, introducing a new level of joy and immersion for festival-goers. This update will not only elevate the visual effects but also improve the overall quality and durability of the light, ensuring a more vibrant and long-lasting experience.
Reflections
Key Achievements by the Numbers
What I Learned...
- Research Bridges Gaps: Research is a critical starting point when you’re unsure where to begin or what direction to take. It helps identify knowledge gaps, clarify user needs, and uncover opportunities that might otherwise be overlooked. By diving into user behavior, preferences, and pain points, research lays the foundation for informed decisions and ensures that every aspect of the project is aligned with user expectations. This understanding is key to creating a successful brand and delivering a project that truly resonates with its audience.
- Feature Prioritization: Prioritizing features based on their user impact and the effort required for implementation ensures a streamlined and efficient launch. Not everything needs to be ready at the start—rolling out essential functionalities first allows for a focused, manageable, and effective approach.
- Users Value Simplicity: Shoppers prefer websites that are easy to use and cleanly designed, rather than ones that focus too much on flashy branding. A simple, intuitive design makes the shopping experience better and helps build trust with users.
- The Power of Customer Feedback: Post-launch customer feedback is invaluable, providing essential insights that help improve products over time. By listening to users, you can make meaningful updates that not only enhance the current experience but also drive long-term success and continuous growth.