Concerto is a concept. A world business. A record store in the heart of Amsterdam
Concerto and the University of applied science Amsterdam gave my project team the assignment to create a new design for the Concerto web shop. The demands of Concerto were: 1. Do not focus too much on selling products, but more on the experience. 2. The web shop needs to have the look and feel of Concerto. 3 The web shop does not have to be a replacement for the actual store. 4.The web shop has to be unique compared to web shops of other record stores.
For this project, we did some extensive desk research and we went to Concerto to observe and interview visitors and store employees. The research showed that people wanted to experience the following in the web shop: Sniffing through music, getting suggestions by the knowledge-rich staff and keeping track of the latest releases. We then came up with the following result:
Transferring music knowledge
The typical image of concerto was that people were completely in their element, browsing through the albums. Whether this was focused search or going through the huge collection. We wanted to transfer this experience to the website. We therefore chose to encourage the user to navigate with the keyboard. They can navigate trough the albums by genre, latest releases, A-Z and lists. Employees can share their knowledge and music taste with those lists and by adding album suggestions to other albums.