"Shuffle" approached me after a successful project we worked on together in the past, requesting that I create their company’s corporate website. The company specializes in digital promotion of Israeli and international artists.
For the current project, they wanted a Hebrew-only website targeting the Israeli audience, with the main goal of enhancing their image and facilitating contact.
Problem
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Brand Inconsistency - Shuffle lacked a clear branding language and disliked the inconsistent colors of their logo. They requested a design that conveys "luxury, boutique, grunge, and fresh".
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Outdated Website - Their old site, a single landing page, needed a redesign to stand out in the music industry and include separate content pages.
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Two Audiences - They decided to split their Israeli and international audiences into separate websites, as each requires a distinct approach.
Objectives & Goals
Corporate Website
A site designed to convey the company’s values and focus on contact. It will feature a homepage and three content pages: About Us, Campaigns, and Podcasts.
Consistency
Ensure uniform design across the site, including color schemes, fonts, and layout.
KPIs
Contact Inquirie
Boost contact form submissions by 25% in the first three months after launch.
User Engagement
Lower bounce rate by 30% with better page structure and separate designs for different audiences.
Brand Consistency
Ensure the website maintains a cohesive look and feel, with all design elements matching the company’s updated branding vision.
Target Audience
The target audience is based on discussions with the company's managers, who identified their clients as Israeli musicians.
Conclusions -
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Musicians who are either already earning from their music or are yet to do so, ranging from emerging artists to established stars.
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Based solely in Israel.
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All music genres and languages.
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Individuals with the financial capability to invest in promoting their music—Shuffle is a premium company that works with top-tier artists.
UX Writing
Tone of Voice
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Accessible yet prestigious
Gender-neutral
Clear & Informative
One of a kind
Positive & Uplifting
Competitive Analysis
I found three main direct competitors and requested feedback from three product designers on each site, both positive and negative, without revealing the purpose of the request. I then compiled the key findings in order to draw conclusions for my design.
Key Findings
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Overload - Across all the websites, there is an overwhelming amount of text, with too much content and too little visual engagement to captivate the viewer.
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Mismatch - The "Digistage" website is entirely in English, despite targeting an Israeli audience.
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Outdated Design - Music is an ever-evolving industry, and websites should keep up with fresh designs and showcase expertise. Some sites feel outdated, with color schemes that fail to capture the energy of music or live performances.
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Disorganized Layout - The content is scattered across too many pages, lacking focus. Users struggle to know what to prioritize and what value they gain from reading.
Information Architecture
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Wireframes
Design Solutions
1. Enhanced User Engagement -
The old Shuffle website had too much information, leading to long scrolling. To keep all content, I designed an interactive solution that increases engagement by letting users browse through categories and access relevant sections quickly.
2. Using Visual Animations to Simplify Content -
I integrated visual animations to reduce textual information and break content into digestible sections. This made the design more dynamic and improved content flow.
Design System
The colors I chose for the logo and visual language are red-pink and black. The red-pink evoke feelings related to music, performances, uniqueness, and standing out. The black complements this, creating a black-and-white atmosphere that adds an exclusive, boutique feel.
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Mobile Responsivity
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