Existing web experience

The challenge: create a modern eCommerce experience that builds trust with adults and also appeals to adolescents.  

The target audience: schools play a significant role; the core market for musical instruments is adolescents between 10 - 19 years old. However, this group usually has negative to no net worth; the product is typically purchased from a parent or relative. 

Competitors: large online retailers like Amazon and eBay. The client can offer an in-store experience with expert staff who are all seasoned musicians. MMI doesn't carry all instruments. Instead, they specialize in the woodwinds such as flutes, clarinets, oboes, bassinets, and saxophones 

Experience goals

1 - cart and search needs to be clearly visible on the top right of the page

2 - limit fonts and colors, modern branding helps build trust

3 - shop new and used filters 

4 - change imagery to envoke emotional connections 

5 - employee section to emphasize slogan "musicians serving musicians" names and faces are remnant of in-store experiences.