When working on Secretly Store, we sought to leverage our advantages as an independent record label group by making the site feel warm, fan-friendly, and unintimidating.
We focused all visual energy on our artists' album art and slid as much functionality as possible to the background. Sales-focused initiatives were isolated to the checkout process to make maximum impact without disrupting the fan-focused nature of the rest of the site.
From the moment Secretly Store launched in August 2016 it was apparent that the mobile user experience was not up to par. Given industry trends and the dramatic growth of mobile ecommerce, we expected that desktop and non-desktop revenue would be roughly equal. That was not the case. Users were not capable or engaged to complete their mobile purchases.
In the spring of 2017 we decided to lay the groundwork for a major design in the fall to address our pressing mobile usablility issues. I lead the design process, beginning with several months of mobile ecommerce research. I was able to identify several key issues, including unclear and inconsistent navigation, confusing button size and placement, and page-to-page functionality differences.