Guitar Center - UX/Product Design and Strategy

Guitar Center is well-known as a giant eCommerce platform as well as a brick-and-mortar store for musical instruments. These projects involved several user experience redesigns of existing eCommerce functionalities including product search, browse, filtering and sort, product detail pages, shopping cart, and checkout. Visual design is only one layer in the process of product design. Much of the user experience design’s “heavy-lifting” involves wireframing the interface concepts. Most of my work at Guitar Center involved wireframing and prototyping showing functionalities and page-level layout ideas for UI design explorations. Wireframes are a great tool to sync with product and engineering, can be used for prototypes and also serve as a source of truth for design, product, and development teams as we're moving toward final designs. Apart from updates to their eCommerce shopping experience, I worked on internal initiatives to drive consumer engagement, including “GC Experts” which featured product questions and answers from store experts and celebrities, audio and video sharing, social networking, and a rating system for answers.