Warner Music Group
OVERVIEW
Web Design
Music
E-Commerce
Warner Music Group needed an online experience that would meet the emotional needs of their established customer while appealing to new types of music lovers.
In the decline of the record store, Rhino – the largest catalogue label in the world – wanted to capitalize on their devoted fanbase and establish a strong Direct-To-Consumer presence that not only exemplified their brand but also facilitated a very complex, multi-codec digital download system.
In the music business, “catalogue” is anything 18 months or older.
In the decline of the record store, Rhino – the largest catalogue label in the world – wanted to capitalize on their devoted fanbase and establish a strong Direct-To-Consumer presence that not only exemplified their brand but also facilitated a very complex, multi-codec digital download system.
In the music business, “catalogue” is anything 18 months or older.
CHALLENGES
Apart from the complexities of multi-codec digital downloads mixed with physical merchandise shopping, the site needed to appeal to everyone from collectors to novices and pay homage to the music while feeling modern.
EXPLORATION
Inspiration was taken from music “rags”, post-punk xerox posters, music store notice boards, and tabs from crate-digging to synthesize an experience that would be wholly digital but familiar to the seasoned music aficionado.
Graphic exploration in the form of ads, social media units and merchandising modules allowed for the sheer diversity of styles one might find in a music store. Each was inspired by the synesthetic interpretation of the music itself. From archival photography to custom artwork, no two were alike and it allowed us to hone in on a visual language that was diverse yet unified.
Graphic exploration in the form of ads, social media units and merchandising modules allowed for the sheer diversity of styles one might find in a music store. Each was inspired by the synesthetic interpretation of the music itself. From archival photography to custom artwork, no two were alike and it allowed us to hone in on a visual language that was diverse yet unified.
HOMEPAGE
Paying homage to notice boards at famous music shops like Amoeba Records and Tower Records, an immersive homepage was designed to aggregate content and serve up recommendations based on purchase history and radio likes.
PRODUCT PAGE
The Product Page was the most common entrance to the site and most complex page, requiring heavy amounts of information as well as varying levels of product type - both physical and digital. The placement of every element was heavily user-tested and iterated.
A custom digital track, multi-codec player was created to facilitate exploration, play, and download of either MP3 or High-Definition songs (either FLAC or Apple Lossless).
Changing the format by clicking the format tabs would change the product information and image- including track listings as often, the tracks would be slightly different (for example, tracks on vinyl are often lengthened or shortened - or entirely new songs produced in order to even out play lengths on both sides)
A custom digital track, multi-codec player was created to facilitate exploration, play, and download of either MP3 or High-Definition songs (either FLAC or Apple Lossless).
Changing the format by clicking the format tabs would change the product information and image- including track listings as often, the tracks would be slightly different (for example, tracks on vinyl are often lengthened or shortened - or entirely new songs produced in order to even out play lengths on both sides)
ARTIST PAGE
Artist Pages were one of the most important entry points. Each one had hand-crafted graphics. The large background graphic was instrumental in creating an immersive feel specific to the artist.
CHECKOUT
We designed a streamlined commerce funnel that accommodated incredibly complex purchases consisting of both physical goods and downloadable files. The navigation was simplified to reduce “ADHD bounce” and ended up significantly reducing cart abandonment rate.
Upsells based on your cart content formats would allow you to add to cart without leaving the checkout funnel.
Upsells based on your cart content formats would allow you to add to cart without leaving the checkout funnel.
OUTCOME
Rhino’s foray into the Direct–to-Consumer space was a massive success, achieving record numbers. Unfortunately the site was sunsetted as part of Rhino’s redirection away from Direct-to-Consumer and towards Sync & Licensing (which has less overhead and maintenance.)
ACHIEVEMENTS
Conversion Rate Up:
700%
Revenue Up:
300%
Net Margin Up:
200%
Average Order Value Up:
150%
Cart Abandonment Down:
40%
Customer Service Inquiries Down:
20%