US-based music streaming and merchandise platform
IT Consulting, UX/UI, Legacy Modernization


Our US-based client founded a pioneering company standing at the intersection of music, fashion, and technology. Their goal was simple: connect people with independent music artists. They did this by offering free music streaming to attract listeners and then encouraging them to buy merchandise related to these artists, which the company made. However, the journey wasn’t smooth. The client initially built their multi-faceted platform using Shopify, but the lack of integration between the platform's components led to underwhelming performance, particularly in converting visitors to customers. Faced with this challenge, the client's objective was to diagnose and rectify the shortcomings of their platform. Ultimately, they needed a comprehensive redesign of their ecommerce website. This required a partnership with a firm possessing extensive expertise in ecommerce development, capable of conducting an in-depth audit to pinpoint and address issues. They reached out to ITRex.

We took on the following challenges:
Our job started with performing an audit to facilitate ecommerce website redesign. This audit covered:
Functional performance
Navigation analysis
UI/UX assessment
Technical health check
Analytics review
Then, our focus shifted to implementing platform enhancements. Another critical task was to strategize the integration of the platform's disparate components and a redesign of workflows for three groups of end users: buyers of ready-made products, buyers of custom products, and brands (partners). Our ultimate aim was to deliver a complete ecommerce website redesign. The client needed a solution that is easy for users to navigate and simple for the client to manage, and most importantly, one that would increase sales.


We started with a detailed analysis of the client's Google and Shopify analytics and technical health check, which revealed critical issues affecting user engagement and sales. Key among these were the site's high bounce and exit rates, signaling a clear need for improved navigation and product engagement. Another significant factor was the platform's unintuitive checkout process, directly impacting the conversion rates. Our UI/UX audit identified additional areas that needed improvement, including spatial inefficiency, lack of quick view feature, inadequate navigation menus, poor shopping cart visibility, and an unclear separation between promotional banners and product imagery. We suggested around 60 site enhancements, and with the client's go-ahead, we implemented over half of them. These upgrades included a comprehensive revamp of the checkout process to streamline user transactions. Additionally, we fixed their database and updated the proprietary blockchain system used in their music streaming service after figuring out how it had been designed. Our upgrade efforts were multifaceted:
Integration with Apparel Customization Tool: We integrated Synoptive, a tool that streamlines pricing, product configuration, and visual rendering, enabling effortless custom apparel creation and direct checkout
New Module Additions: - For custom apparel buyers: We added a module enabling customers to design and order custom apparel seamlessly - For partners: We implemented a module allowing partners to create branded products, communicate with store assistants in real-time, order samples, access sales data, and export products to their Shopify online stores and Amazon
All-in-One Admin Panel Design and Implementation: We developed a comprehensive admin panel to manage all business processes. This included a notification center, a partner section with search and filter functionalities, detailed partner profiles, product lists, staff management section, and sales reports. The panel provided enhanced capabilities for analyzing sales data, managing partner relationships, and overseeing staff operations
retail website redesign
music website redesign


The ecommerce website redesign significantly improved navigation and checkout experience, driving up conversions
Revamped user experience leads to higher customer return rates and longer engagement on the platform
Introducing a partner module has enabled a user-friendly B2B interface, simplifying brand partnerships and facilitating smoother vendor integration, thereby optimizing the store's collaborative ecommerce ecosystem
With the integration of a comprehensive admin panel, managing different user segments has become seamless, greatly enhancing operational efficiency

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