A record label with a unique, but complex offering hired me to improve how it publicly presented itself. The brief was to make it quick and easy for people to understand the label as a whole, whilst ensuring detailed information from each department was accessible and easy to find.

The first phase of work included audience definition and card sorting. I defined the label's audience by interviewing client stakeholders and analysing web traffic / social follower demographics. I grouped similar insights into patterns and presented distilled findings back to all stakeholders to align everyone's understanding, then ran a collaborative card sorting workshop to increase engagement.

Above: Workshop exercises.

Below: Final outcome.

I prioritised consistency when designing the navigational experience to make each step feel familiar and more intuitive. Familiar design reduces cognitive load, extending browsing periods and increasing engagement.

Products list page allows users to preview each track.