The original platform had an outdated design, inconsistent functionality, and complex flows that didn’t meet musicians’ needs. Despite this, a small group of loyal users remained, proving the core concept was valuable. My task was to:
- Understand what kept users engaged and what frustrated them
- Redesign the platform as a mobile-first experience
- Rebrand and modernize the entire visual identity
- Make the merch creation and selling process intuitive and enjoyable
UX/UI approach
User Research & UX Audit
Conducted interviews and surveys to identify key user types, behaviors, and frustrations
Mapped existing flows to uncover friction points, especially around merch creation
Audited the interface for visual inconsistencies and usability issues
UX Design & Flow Simplification
Created low- to high-fidelity wireframes for all major flows: onboarding, setup, dashboard, product creation, checkout
Designed all interaction states including empty screens, loading, errors, and confirmations
Reorganized functionality to support a clean, intuitive experience tailored for musicians
Visual Design & Rebranding
Developed a new brand identity to modernize the outdated platform and align with the creator economy
Created a flexible design system that supports product scaling while staying visually consistent
Ensured the entire product worked beautifully on mobile screens — with clear navigation, readable text, and optimized touch target
Collaboration & Handoff
Worked closely with developers to ensure design fidelity across breakpoints
Built with scalability in mind, preparing the platform to grow into music and membership offerings beyond merch
wireframes
- Since launch:
→ +4,000 merch products created by users
→ 55,000+ user base, growing by ~10 new organic signups daily - Marked improvement in flow completion and user satisfaction
- Rebrand received positive feedback for feeling professional, creative, and mobile-friendly
High fidelity mockups
Takeaways
Designing Direct was about unlocking creativity through clarity. Rebranding and redesigning the platform not only improved usability — it redefined the product’s purpose. By focusing on musicians’ real needs and usage habits, we turned a niche merch tool into a versatile creator hub ready for the next chapter.