Tower Records

A year ago my sister bought a “Scorpions” vinyl.  It was her favourite group and she was very happy. There was only one problem; she didn’t have a vinyl player, so of course it looked great in her room but it was only decoration.  This was a bit sad so my parents and I got her a vinyl player for Christmas. She was the happiest person in the world again. A few months later I asked her if she was enjoying the present and she said Yes, but I´m getting a bit tired of the Scorpions vinyl. After all this time she still only had that one vinyl. So of course I thought that was really sad and I decided to get her some more for Christmas. Over the next months I went in every vinyl shop I saw and try to get the best deals. I also checked online and found a few more shops.

That’s why I was so surprise when Mary, our Design teacher, asked us to go to Tower Records to do some questionnaires.

How didn’t I know this shop before? It is certainly a good shop. The variety of  the product is impressive and the way the shop is design, with little rooms and different spaces, makes your visit a good experience.


We arrived at the shop around 6pm for our surveys. This shop is located just behind Trinity College so we assume that lots of their customers during the day are students. At 6pm though, the custumers were between 45 and 60 years old so our answers are mostly for this range of ages.

To the question “where do you buy records online?” the people who did buy online answered “Amazon”

We also asked the customers if they knew about the shop´s page and the general answer was ”no”. So this brings us the question : Would they use the shop´s page if they knew about it? Or would this page be their first option over Amazon (since they already know the physical shop and that makes them feel secure) if they knew about it?


One of the biggest problems on the website was the lack of information.  It made it almost impossible to buy the products since the images and descriptions where missing. This makes the page unreliable and the user doesn’t feel secure using it. It also gives a bad image to the company.

The way the information is displayed is also an issue because it isn’t clear. The user will give up before investing time and effort trying to figure it out.

We Brainstorm what issues needed to be fixed:


After a brainstorm we decided to divide the problems in four categories: General problems (the ones affecting the majority of the page)Layout problems, product related problems and features that we consider are missing.


The following images show some of the issues on the page:



The first step to solve all this problems is to ask ourselves who are our users. What are they feelings and worries? What drives them?

For this we created 3 personas taking into account what we learn by doing the surveys plus the information we have about the shop (location, products they sell, opening hours, etc.) and our own assumptions.

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After understanding what kind of users do we have and being aware who will be our target audience we can state the problem:

“The Tower Records webpage was designed to sell products online and promote the shop. We have observed that the product isn’t meeting the goals since the webpage doesn’t have enough traffic. This is causing low revenue from the online sales and the lost of costumers by other shops .We will make the web page more appealing to the user as well as user friendly . Success will be based on the website traffic and feedback”



We came up with ideas that would help promote the page and the shop. we organised them depending on the risk they present and on how innovative they were:

prioritise the asumptionstower

From all this ideas we decided to prioritise the following:

Workshops: even though it is a big risk we believe that introducing them we will attract a new kind of costumer, one that likes crafts.This way we will diversify our users. The page will not only be used by music lovers but also by artist, and people who are looking for something new to do.And who doesn’t like a new vinyl bowl?

Live podcast: This is something none of our competitors have and we believe that it could attract new customers for both the page and the physical shop. Being a live event people that like music might visit the shop for the first time. In the other hand, an user that is looking for new music podcast could find our through a google search or some other channel and decide to visit the shop or buy something online.

Contests: we also decided to create contest so the users get involved. This could be a music posters contest or music contests among others. This will diversify the users of the page.

Concerts: Organizing live concerts or “the battle of the bands” will attract new customers in a fun way.



We sketched individually and then we shared our ideas with the group. We choose the features that we thought were more adequate for the page.



It will be a scroll down page. The first screen will have the logo in the center and a quick podcast player just under it. Up and down there will be 6 links that are the most important features of the page.The user can either click on this links or scroll down to find the sections they are looking for.


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