Case Study: Rock & Roll Hall of Fame

Huge Sales Growth from Retail Ecommerce Design and Usability Improvements

Project Overview

The Rock & Roll Hall of Fame & Museum in Cleveland, Ohio is one of many iconic museums in America. Organizations like this usually have varying needs between the information displayed on a deep website that primarily promotes the venue as a destination to visit, and the different needs of the retail division that operates a gift shop at the venue. As a result the shopping experience can also be disjointed, as was the case with the Rock Hall. In 2008, we began working with the Rock Hall. We pointed out that from the main website the link to begin shopping was an experience that degraded consumer confidence. That link opened a separate window that didn’t match the design of the main site except for the logo. Additionally, the site was difficult to shop from and sales were insignificant, despite the recognition the organization had.


Our approach was to build an online store experience that seamlessly flowed from and to the main site, using the same graphics and navigation structure. So users might be shopping on, but this site flowed perfectly with the main informational site at The result was powerful – a 400% increase in online revenue in the first year, and doubling that in the 2nd year.

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