Staff Product Designer
Taylor Guitars
Redesign
THE PROBLEM
Taylor guitars to redesign their platform and create a responsive website for them. In addition their vision was to sell guitars directly to the buyer in the future so we wanted to make sure they were set up for that.
PERSONAS
CREDITS
Date 2013 - 2016
Created at Mirum Agency
UX Designers Carina Nicklaw
Senior Visual Designer Svante Nilson
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Aspirational Buyer - Dreams to own a “Taylor” and wants to compare every nuance of each guitar to be confident in their purchase. Saves up for this purchase.
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The Collector - Focused on limited editions and limited builds. Wealthy buyer and collects rare pieces.
SHOPPING FLOW
Knowing that taylor guitars was a very aspirational brand for musicians, we knew that the shopping process was long and drawn out to make a conversion so another goal of ours was to support the user in making a decision to purchase a guitar.
Tools to support different points in the shopping flow
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Compare tool
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Detailed Filtering to Highlight Guitar Craft
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deep product detail site
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high end details on the craft of the instrument
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Evergreen content on the craft of the guitar
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Landing pages to drive SEO traffic
GUITAR COMPARISON WORKFLOW
DESKTOP
RESPONSIVE
TABLET FILTER
SOLUTION
In the end we delivered responsive components to build page templates that mapped to their main personas purchasing journey. Today they are continuing to use the responsive website experience and the tools are still a critical part of the browsing journey today
