The Problem
The PledgeMusic homepage had a stale design and lacked many necessary features. There was limited room for editorial curation, and the browsing and search experience was confusing and led to many dead ends. In addition, a floating bottom navigation was hard for users to find and prevented feature additions on many other pages.
The Process
Extensive research of internal department needs and market best practices created a laundry list of potential homepage features. After multiple rounds of prioritization exercises and user testing, we developed a phased list of elements that fed into a modular design we could roll out in stages. Monitoring analytics post-launch helped fine tune the browse and search flow.
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The Product
The redesigned, responsive homepage launched in 2017 along with a company-wide re-branding. The response from both musicians and fans was overwhelmingly positive. Over the ensuing months, overall site conversions increased, as did conversion efficiency from the homepage itself. Sales from browse and search results, as well as from mobile users, reached all-time highs.