CLIENT /// HMV + YCN /// PROJECT /// YCN Student awards 09/10 /// COMMENDED ///

BRIEF /// Design ways for customers to quickly and easily find and buy what they want from hmv.com

HMV CONNECT “GET EVEN CLOSER”

In essence, the concept of HMV connect is to redefine the way users search for content, by allowing them to connect with friends utilising social networking sites, such as Facebook and Twitter much in the current trend toward social network integration.

This will allow users to search based on what their friends are buying “Getting even closer” to HMV.

A call to action would appear on the home page replaced by a personal store once the user had signed in via their HMV log-in (which many users already have through the Pure HMV reward scheme), with the option to link their Facebook and Twitter accounts as required adding new ways to search for content based on what their friends have in their stores and the highest tweeted product of that particular moment all linked through HMV Connect.

Any item on the HMV site can now be dragged and dropped into the shopping basket, or into the user’s personal store. The store acts as a record of users favorite films, books, games, music as well as providing a wish list which can easily be separated into several different scrolling pages as defined by individual users.

Each store is divided by the main categories such as music, film, games, technology etc each retaining the existing colour scheme for the relevant section. Therefore, if you’re browsing in the music category (purple), your music store is conveniently located and ready to simply drop content straight into.

The store can be scrolled using the arrows divided by category starting with DVD’s and ending with tickets.

Multiple stores are allowed within a single category, and each can be individually named – for example, you might choose to call one ‘best films of all time’, and another ‘films I want to buy’. The names of each store are left entirely at the users discretion.

Any item can be removed from view by clicking on the cross located in the top left of a thumbnail. This will speed up searching, as new content can quickly and easily be searched from a static view, without the need to scroll up and down a long list. Instead new content will immediately replace removed content.

Dynamic Searching

The other huge advantage of this system over a traditional list is that, by encouraging users to remove items which they aren’t interested in from view, each removal can be logged and stored behind the scenes allowing a far more defined recommendation system.

By assuming that, when a user removes a particular item, it is unlikely they will be interested in similar items, the recommendation system would push those to the back of the list. In this way the more users engage with site content the more accurate their recommendations and searches would become.

Traditional Searching

Traditional searching is still an effective tool, and will work in exactly the same way with one exception. What happens if you were on the DVD category and searched for ‘the Rock’ then tried to drag and drop a rock album into the DVD store?

No problem, the personal store would automatically recognise the content as a CD and change the store view to the music store, while still retaining the search underneath.

Users can customise their stores using the ‘options’ drop down menu. They can then drag and drop a selection of wallpapers finishes and colour combinations into their stores for that personal touch.

Wall and floors are separately customisable with a limited selection of finishes, colours, rugs wallpapers and furniture.

Users will be able to add extra objects, such as Nipper, seats, record players etc. This would also provide the opportunity to release special store content as prizes for existing users who encourage their friends to sign-up to Connect.

The colour of each aspect of stores, both walls and floors, can be changed simply by dropping and dragging a chosen colour (limited to the HMV brand colours) onto the surface you wish to change. The default colours would be appropriate to the current category, for example blue for technology.

The ‘Twitter recommends’ sidebar would be powered by the ‘tweet this’ links that have been added underneath all site content. This means the site can keep track of external links to individual items and generate a list of the hottest content users are talking about at any given minute.

Once a user had clicked on a ‘tweet this’ link they would be redirected to Twitter, where a tweet would be automatically generated, based on data specific for each piece of content, and including the #tag #HMVCONNECT. The #tag would allow users to search for what’s hot on the HMV site more specifically through Twitter’s own search function.

Users must first choose to allow access to their Facebook data before HMV Connect can function to its full potential.

Once access has been allowed Facebook and HMV Connect must be linked allowing access to personal data that is required to Connect users stores.

An optional function is to auto-populate a new store using existing data located in the info pages of a Facebook profile. Many people already keep extensive lists of favorite films and musical tastes, so instead of forcing users to painstakingly drag and drop all their favorite things into a new store, it makes sense to utilise this data. The time saved could then be used more effectively browsing for new and exciting content, or giving their store that personal touch before their friends start browsing it later.

Once accounts have been linked, the auto populate function would search through specific data on the info page, returning a list wherever a match had been found relating to content on the HMV site. Users would then have the option of deselecting any item they wish before proceeding.

A miniature version of the personal HMV store would be available on users profile pages, serving as advertisement to their friends, and encouraging them to get connected.

After allowing Connect access to Facebook through the app, the user would be able to view their friends stores via the friend drop down menu. This will display a mini version of their friends store above their own, which would allow easy dragging of content directly to the shopping basket, or to their own store. However this is only possible if their friends have also installed the app, and allowed access to their personal data.

The HMV Connect concept can easily be transferred across to the popular apple device, which is ideally suited to the drag and drop method of navigation. Allowing a unique browsing experience while on the move.

This application would incorporate everything from the hmv.com/connect site into a simplified and dedicated iphone application. Keeping users connected with HMV.