Rockaway Records

Rockaway Record’s brick & mortar has successfully weathered over 35 years in the music retail industry by specializing in rare music and memorabilia. However, their e-commerce site has failed to stay competitive due to poor UX.


The goal of the project was to improve Rockaway Records online sales through extensive research and site redesign.


Redesign the search, cart, and checkout functions as well as the site's information architecture.


Timeline: 2 weeks
Role: UX/UI Designer, Information Architect
Platform: Desktop
Tools: Pen & Paper, Sketch, InVision, Illustrator


Search And Destroy

Conducting a Heuristic Evaluation and C&C launched the research phase and identified issues with the search, cart, navigation, as well as the checkout process.

Dazed And Confused

After completing 5 interviews and task analyses with record shoppers, I was able to confirm the issues raised by the Heuristic and C&C. The participants interviewed were targeted users that shop both online as well as in record stores.

Here Comes Your Man

The survey and interview data was synthesized through affinity mapping and from the trends and insights I was able to create a persona: Vinnie Vinyl. Vinnie’s needs, frustrations, and behaviors created a deeper understanding of the target user and put me in his shoes. Creating a journey map allowed me to walk a mile in those shoes and pin point his frustrations in the user flow.

Should I Stay Or Should I Go

Creating a sitemap illustrated that the navigation had an extremely wide breadth and was almost entirely global. This lack of hierarchy caused users unnecessary confusion when trying to shop the site.

One Way Or Another

Open card sorting, both online and in person, provided a way to see how users grouped the site’s products and categories. The big takeaway was users wanted no more than 5 categories in the primary navigation.


Paper Planes

Conducting paper prototype usability tests confirmed where users expected the search and cart to be. It also provided insight into where and when shopping notifications, like “added to cart” and the number of items in cart, should appear.

Stuck In The Middle With You

Continuing usability testing with mid-fi wireframes settled the location of the primary, secondary, and faceted navigation. However, the parameters of the faceted nav weren’t settled until the hi-fi.

Good Vibrations

Hi-fi usability testing demonstrated users were able to easily search products, add them to the cart, and checkout with ease.




Moving forward I’d like to conduct a contextual inquiry to discover the in-store experience, and interview Rockaway shoppers about their in-store experience versus their online experience. Conducting a closed card sort with those users could further improve site architecture as well.

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