Enhancing brand identity and improving user experience for an online musical instrument rental platform
This case study explores how I created a new brand identity for musical instrument retailer Musicorp to enhance their website's user interface, increase brand recognition and user retention and improve their user experience.
Role
UX & UI Designer
Industry
Music and Retail
Timeline
120 hours over 2 months
Stack
Figma, Adobe Illustrator, Jitter
Contribution
User Stories, User Flows, Wireframes, Mood-boards, Mockups, UI Prototyping, Animation and Gestures, Style Guidelines
The Challenge
Musicorp provides cost-effective, short-term rentals for musicians of all levels, but their existing website lacked a cohesive brand identity and intuitive user experience.
Who: Musicians seeking to rent instruments and audio gear.
What: A responsive web app with comprehensive product information and an easy rental process.
When: During search, decision-making, and rental stages.
Where: On mobile, tablet, or desktop — at home, in the studio, or on the go.
Why: Musicians need trustworthy, accessible information and a smooth process for exploring, comparing, and trialling instruments before committing to purchase.
My objective was clear: redesign the UI to improve discoverability and usability, refresh the brand identity to attract and retain users, and create a product that inspires trust and confidence in both novice and professional musicians.
The Outcome
This redesign achieved several key goals:
Clearer navigation and search filters for faster product discovery.
Consistent brand identity that improves recognition and credibility.
Responsive layouts optimised for musicians browsing on-the-go.
Delightful microinteractions that improve user engagement and retention.
While this project was delivered as a design concept, it laid a strong foundation for future usability testing and iteration.
Research & Analysis
I began by auditing Musicorp’s existing site to identify usability issues and areas for improvement. While functional, the interface lacked personality and clarity, resulting in a forgettable experience. The redesign needed to:
Improve memorability with a strong brand identity.
Enhance discoverability with better navigation and search/filtering tools.
Increase user enjoyment through a visually appealing and engaging interface.
Defining User Needs
I developed user stories to empathise with Musicorp’s audience and align the redesign with their goals:
Search & Filter: “As a user, I want to easily find instruments based on my needs.”
Save Favourites: “I want to mark instruments I like, so I can revisit them later.”
Comprehensive Information: “I want detailed written and visual product info to make informed choices.”
Simple Rental Application: “I want a quick and seamless rental process.”
Manage Account: “I want to view and adjust my rental terms in one place.”
These stories drove the creation of user flows, helping me visualise how many screens could be simplified or consolidated to make achieving these goals faster and clearer.
Wireframing & Iteration
Starting with low-fidelity wireframes, I focused on information hierarchy and usability, removing unnecessary clutter while retaining the elements users needed for decision-making.
As fidelity increased, I:
Ensured consistent layout and grid systems for future scalability.
Designed with a mobile-first approach, making it easier to scale for tablets and desktops.
Balanced clarity with visual richness to avoid overwhelming users.
This iterative approach allowed me to refine navigation patterns and maintain an accessible, streamlined experience across breakpoints.
Creating the New Brand Identity
A major goal of this project was to give Musicorp a distinct, memorable visual identity. I developed multiple mood boards, exploring several directions before landing on a Bauhaus-inspired aesthetic that conveyed rhythm, movement, and professionalism.
This direction struck a balance between appealing to:
Aspirational users – those investing in high-quality gear for professional use.
Beginner musicians – those just starting out but eager to connect with a “serious” brand that feels credible and trustworthy.
The new identity elevated Musicorp from a purely functional rental site to a platform that inspires confidence, suggesting reliability, professionalism, and passion for music.
High-Fidelity Designs & Prototyping
I translated my wireframes into responsive, high-fidelity mockups across mobile, tablet, and desktop breakpoints.
Key design elements included:
Bold typography & colour palette for recognisable branding.
Custom iconography & UI components to create a cohesive system.
Engaging animations and gestures to guide users through search, filtering, and checkout flows.
Finally, I built an interactive prototype, bringing the experience to life and allowing stakeholders to explore the redesigned flows firsthand.
Watch a quick application walkthrough:
Next Steps & Reflections
If this were a live project, my next steps would include:
Conducting usability testing to validate design assumptions and uncover pain points.
Iterating based on feedback to further improve flows, especially checkout and account management.
Expanding animations and gestures to create more moments of delight.
Collaborating with developers to ensure a smooth, consistent handover.
This project taught me how powerful a cohesive brand identity can be in elevating a functional but uninspiring product. It also sharpened my ability to design responsively and think critically about layout, hierarchy, and accessibility across multiple breakpoints.
One challenge was working without the benefit of user research or testing within the tight timeline — something I’d prioritise in future projects. Another was mastering new design tools quickly, which deepened my Figma skills and sparked a deeper interest in motion design and prototyping.
Most importantly, this project reinforced my belief that good UX design is not just about solving problems — it’s about building trust and inspiring users to come back.
