Amoeba
Problem: The goal was to redesign Amoeba Music’s website to reflect the brand’s eclectic and vibrant identity while improving usability and overall user experience. The existing site was outdated, visually cluttered, and not user-friendly—making it difficult for users to navigate, discover content, or complete basic tasks. It failed to capture the energy and uniqueness of the in-store experience, resulting in a disconnect between the physical and digital brand presence.
Solution: I redesigned Amoeba Music’s digital platform with a focus on enhancing usability while preserving the brand’s bold and quirky personality. The new interface incorporates a playful mix of colors, fonts, and textures to mirror the lively feel of the physical stores. At the same time, I restructured the information architecture, streamlined navigation, and improved content hierarchy to make the site intuitive and accessible—delivering a seamless experience across devices.
Role: I redesigned Amoeba Music’s digital platform with a focus on enhancing usability while preserving the brand’s bold and quirky personality. The new interface incorporates a playful mix of colors, fonts, and textures to mirror the lively feel of the physical stores. At the same time, I restructured the information architecture, streamlined navigation, and improved content hierarchy to make the site intuitive and accessible—delivering a seamless experience across devices.
Research
Redesign
The research phase focused on improving Amoeba Music’s website navigation and user experience. It began with a content audit to clean up outdated information, followed by a card sorting activity to understand how users naturally group content. A Treejack test then evaluated how easily users could find information in the proposed structure. Insights led to a simplified sitemap with clearer category names, laying the groundwork for a more intuitive and user-friendly design.
The redesign focused on improving usability while keeping Amoeba Music’s unique style. Key changes included clearer navigation, more intuitive filtering options, and streamlined layouts for product discovery. Sections like the homepage and “What’s In My Bag” were restructured to enhance user engagement and make browsing easier. The result was a modernized site that stayed true to the brand’s identity.
FINAL THOUGHTS
This project taught me how research directly shapes design decisions, especially when it comes to improving usability without losing brand personality. I learned the value of testing navigation structures early, simplifying user flows, and designing with clarity in mind. Working on Amoeba Music’s site showed me how small changes—like renaming categories or restructuring content—can make a big impact on user experience. It was a great exercise in balancing creativity with functionality.