Before diving in, I would like to clarify that I am not associated with Mauve Company in any capacity, and the views shared in this case study are strictly my own. This project was undertaken as a personal initiative to challenge myself and deepen my learning experience.
.jpg)
Mauve is a South Korean entertainment company based in Seoul focusing on music as well as different forms of entertainment such as live show management, visual art and a wide array of other topics. Founded in 2020, Mauve Company focuses on nurturing and promoting its artists, JUNNY and Jay B, aiming to support their growth in various entertainment fields.
As a fan of singer-songwriter JUNNY, I came across MAUVE’s official website soon after it was created. However, I experienced some confusion and frustrations while exploring the website’s interface and features. It was difficult to navigate due to unclear site structures, inconsistent styles and disorganization. There was a lack of interactive features which limited the user engagement. This experience led to my decision to reimagine Mauve’s web design and improve the user experience.
As MAUVE continues to grow, so does its audience’s desire for a seamless and immersive online experience. My mission is to transform MAUVE’s online presence by crafting a digital space that reflects the company’s brand and meets user needs, frustrations, and areas of opportunities. By uncovering how fans and clients interact with various entertainment companies’ websites, I will propose solutions that not only enhance user experience but also ignite engagement and foster a deeper connection between Mauve and its community.
1. Understand users including their behaviors, preferences, and patterns of use
2. Increase brand visibility and online presence to attract more visitors/ potential clients
3. Propose an intuitive and interactive user experience that encourages longer visits and engagement
First and foremost, I decided to conduct a comprehensive review of the site. My goal was to understand its functionalities, design architecture and navigation. This analysis allowed me to pinpoint evident usability pain points while allowing me to document the features that I needed to keep.
Then, I chose three competitors (SM Entertainment, Pledis Entertainment and Sony Music Entertainment; two direct, one indirect) to gain insights of industry standards and user expectations. By examining their strengths and weaknesses, we are able to understand effective strategies and features that can be adapted and incorporated into our own site.
I started my user research by conducting six user interviews, with different goals when visiting an entertainment website such as finding information as a fan or as a recruiting agent. Some interviews were held in-person, while others were scheduled as a video call. Ultimately, these interviews helped to understand what engages users to stay on a company’s website and their navigation habits.
A week later, I recruited five additional participants to test MAUVE’s website. I wanted to gain insight on the site’s intuitive design by using the Think-Aloud Protocol method. Observing new users navigate the site allowed me to identify any areas where they encounter confusion or difficulty, revealing design flaws that may not be apparent. User’s comments and questions on the spot could be used to refine the site’s layout and ensure a smoother, more intuitive experience for all users.
.png)
Unengaging Designs: Users expressed that the current design was unengaging with low resolutions and lack of content. Users need a website that incorporates engaging multimedia content to create an immersive and stimulating visual experience.
Confusing and Unnecessary UI: Multiple users claimed that the website's navigation has many unnecessary components. Redundant links, excessive menus, and irrelevant content distracts users from the primary purpose of their visit. Simplifying the structure, removing unnecessary elements, and providing clear, straightforward UI will enhance the user experience.
Inconsistent and Different Styles: Inconsistent typography and layout structures create a confusing browsing experience. This lack of uniformity undermines the brand's professional image and makes it challenging for users to navigate the site smoothly.
Lack of English Translations: The only language option on the website is Korean, which poses a significant barrier for international users. It limits accessibility and excludes fans and potential clients from fully engaging with or understanding the content. Implementing a dual-language option that allows easy switching between Korean and English will ensure inclusivity for a global audience.
By organizing the feedback into smaller groups, the affinity map provides a clear and comprehensive view of user issues, which can then be systematically addressed in the proposed redesign solutions. This ensures that the final design is user-centric, improving overall satisfaction and engagement with the Mauve Company website.
.png)
Using the user flow map, I began to construct the site structure. This step consisted of variations in typography, scale, resolution and more.
After reiterating and testing the design multiple times, I was finally able to come up with a UI system that aligned with user and business needs. While designing, I highlighted the idea of simplicity, consistency, and engagement. Here is a presentation of the final redesign for Mauve Company.
Users first land on the homepage and see the company's label displayed in large letters. A sliding presentation of the label's artists is featured on the cover to enhance engagement. I chose to continue incorporating their brand identity by using their established colors and font choices. A clear navigation menu at the top allows visitors to easily find what they're looking for, whether it’s artist profiles, the latest releases, news updates, or event schedules. Scrolling down, there is a small notice banner and a carousel highlighting important company updates. Lastly, in the footer, I added an option to translate the website between English and Korean, making the information accessible to a wider audience. Social media icons are also included for quick access to connect with artists beyond the website.
For items such as artist profiles, album covers, or media thumbnails, hover states provide quick previews or additional information, encouraging users to click and explore further. A brief introduction, background, and notable achievements are displayed to help new visitors quickly grasp the artist's significance and career trajectory. I have reimagined the discography layout to capture users' attention more effectively than a simple list.
In adopting a more formal tone, I incorporated existing user interfaces for the notice page. As the central hub for all important updates, the layout needed to be simple and intuitive, consolidating the latest news, announcements, and events in one place. Ideally, the website would be regularly updated with high-resolution exclusive content to drive traffic and increase engagement, promoting new releases, tours, merchandise, and behind-the-scenes material. The filter function allows users to quickly navigate through information and select their preferred artists, ensuring no important updates are missed by fans or potential clients.
For our About page, I aimed to convey the brand's image through clear, uncluttered designs that reflect professionalism. I organized key details about the company, such as its history, mission, and values, onto one page to simplify navigation.
Lastly, I added a 'Contact' page. As a music label, I believed it was essential to offer a direct way for people to ask questions, seek support, or provide feedback. By making it easy and convenient for visitors to reach out, the company can foster stronger relationships with its audience. For users who prefer to visit the physical location, a clear address and an interactive map are provided on the right side of the webpage.
Working on this redesign was enjoyable, particularly because I had the freedom to choose the concept I wanted to pursue. In the future, it would be valuable to gain business perspectives on the design and hear their feedback. Overall, I’m pleased with the outcome, especially in terms of improved engagement and clarity.
