During and after the COVID-19 pandemic, vinyl sales soared globally. But, as more people fall in love with vinyl, more problems started to show up. As a vinyl collector myself, I was faced with many difficulties in collecting and purchasing vinyl in Korea.
I eventually figured I wasn't the only one struggling. After interviewing several young adult collectors, who now covers a great proportion of the market and are relatively less familiar with analog music, I came up with a platform that could solve their pain points.
Young adult vinyl collectors
How Today's Generation Owns Music
According to a Korean music distribution company, YES24, the sales of Korean pop music vinyl soared by 262% in 2020 compared to 2019. With the impact of COVID-19, there was notable increase of interest in analog music.
As of 2020, 52.9% of vinyl purchasers were in their 20's and 30's, which reconfirms the popularity of analog music among younger generation adults.
Before selecting the participants of the diary study, applicants were asked to fill out a mini survey, in order to get a clearer insight on young adult's vinyl purchase behaviors. A total of 10 applicants were survyed.
How many vinyl do you have in your collection?
Where do you find vinyl release information?
Online Community (Naver, Daum)0%
Records Store Instagram0%
How do you usually purchase vinyl?
Single Choice (Online, Offline)
No Data Found
How many vinyl do you purchase monthly?
No Data Found
Have you ever bought second-hand vinyl online?
Single Choice (Yes, No)
No Data Found
4 suitable applicants among 10 were selected and asked to write a user diary for 7 to 8 days. Subjects were asked to write down vinyl-related activity and what they felt during the process.
[Data Collected] Service Used, Purpose, Activity, Impression/Pain-point
Findings and Insights
Activities were dispersed among multiple channels
Though digging information and finding new vinyl is a part of the culture, subjects had negative feelings on having to go through too many platforms to do so.
Searching over multiple platforms to find information on vinyl releases and prices is time-consuming.
Lack of Information
It's challenging to find information on specific subjects or problems.
With resllers selling vinyl overpriced, it's hard to get vinyl at an appropriate price.
In order to better understand the problems vinyl collectors were facing, a mini survey and a diary study was conducted. Then, the activities in the diary study were classified by pain points using an affinity diagram.
To maximize the atmoshpere that analog music brings, a dark-mode theme was used as default. And a lemon-lime point color was used in order to give vibrance and liveliness to the monotone app.
The shape of analog records
The vast spectrum of music