The reputation of Yamaha keyboards and pianos is unparalleled. From the concert grands gracing the world’s most spectacular performance venues, to being the instrument of choice for some of the most talent musicians today. Yamaha pianos are unparalleled. We needed a way to accurately show-off the perfection of these instruments using digital with vivid stories, imagery and video. With the various products in the line, we also needed to match the perfect piano with the customer. Lastly, the project needed to fit within their CMS, so content and media can be quickly and easily changed.
We needed a clear UX that provided distinct differentiation between the various product lines. We also needed to source and combine video assets to use as backgrounds for each section that brings the instruments and the musicians to life. The features and functionality needed to be told and demonstrated, which is evident on all the different product pages. The core of Yamaha’s success is its people: the performers, composers, educators, and their students. Marrying the lifestyle to the products was imperative, and needed to be at the forefront across the entire project. Since this also would live inside Yamaha’s existing CMS infrastructure, we needed a clever approach to mobile to avoid any duplication of mobile menus. The result: a digital experience that truly expresses the craftsmanship and innovation built into every Yamaha keyboard and piano.
We kicked off with a two-day strategy session at Yamaha’s headquarters in Buena Park, California. We needed to understand the goals and objectives of Yamaha Keyboards, so we went through an extensive Discovery process. After Discovery, we went into personas, which are fictitious narratives of the different types of customers and prospects that illustrates how each should interact with the site. We performed in-depth competitor and content analysis to understand wins, both tactically and strategically. Based on this, a solid digital strategy was created and came to fruition. Our moodboarding exercise ensured all stakeholders were on the same page from an aesthetic perspective. This exercise drove the wireframes, so we could map the personas to a blueprint of the site. With the finalized wireframes, we were able to launch directly into prototyping, combining the design and development process to optimize time-to-market while reducing project time and costs.