Founded in 1873, Epiphone is one of America's oldest and most revered instrument makers specializing in electric and acoustic guitars. Over its nearly 150 year history, Epiphone has established a unique product line that is accessible to both professional studio musicians and beginners who are looking to express their own creativity through Epiphone's iconic instruments. While respecting the brand's long and rich history, this redesign will focus on the future of the brand and will provide a new interface to properly showcase the company's unique product line through expressive and bold design.
• Online shop does not offer a search-filter function making products hard to find
• Products are difficult to access and product availability is poorly communicated
• Design system is outdated and uninspiring to users
To address the current challenges the main goal of the project are to create a functional and efficient search, filter, and sort element within Epiphone’s online store; have the site reflect the brand’s innovation and creativity in an expressive and bold design; and and to create a platform where the products are easily accessible and enjoyable to explore.
.png)
This flow was the centerpiece of the redesign and concentrated on the site's key function: to sell instruments and accessories
.png)
The new mobile homepage offers multiple ways to access a product, including search, cards, and a hamburger menu. Featured products from associated brands are also prominently featured.
.png)
The new search and filter function offers a simple and sleek way of sorting through Epiphone's vast product line while also giving context to models through expressive graphics
.png)
The new product page includes additional product images, an expandable specifications menu, and an added recommended accessories section.
Bold colors and interactive design encourage the user to explore their own identity through Epiphone’s products
.png)
The banner design provides an intro to the extensive instrument collection Epiphone has to offer
.png)
The inclusion of additional product images and an expandable specifications section provides clearer and more organized product details. The new product page also incorporates recommended and frequently paired products.
.png)
Design System
The color palette is inspired by Epiphone’s vintage advertisements from the 20th century and from jazz clubs where Epiphone’s instruments ruled in the 1930’s. Gradients are incorporated to make the design more dynamic. It’s also supposed to be reminiscent of stage lights and the sunburst finish on the guitars.
.png){kind=small}
.png)
