From thought to expression
One Little Independent
Expanding global sales horizons
www.olirecords.com/
11:11 partnered with eminent record label One Little Independent to redesign and rebuild their website and online store – providing the added flexibility to easily spin up dedicated stores for all their artists too, beginning with Björk.
OLI at a glance
- Influential UK-based independent record label.
- Founded in 1986 by musician Derek Birkett.
- Home to Björk, Crass, Delilah Holliday, Árný Margrét, Nadah El Shazly & many more.
Key Objective
Optimise global ecommerce opportunities for OLI with a new streamlined, mobile-friendly Shopify store for the label that could also robustly flex to create individual artist stores.
Derek Birkett, MD and founder of OLI Records / Björk mgmtPartnering with 11:11 has elevated OLI Records’ digital presence. From the start, they understood who we are as a label - creative, bold, and deeply committed to our artists - and they turned that understanding into a website experience that reflects our identity.Their UX work is exceptional. The site is intuitive, engaging, and beautifully structured around how our fans explore music and discover new talent. Everything flows naturally, making it easier for people to connect with our artists, browse releases, and immerse themselves in what we do.
Derek Birkett, MD and founder of OLI Records / Björk mgmtVisually, they delivered a design that feels modern, energetic, and unmistakably us. The attention to detail - from layout and motion to typography and colour - gives the site a premium feel without overshadowing the art at its core. It’s a digital space that we’re truly proud to represent our roster with.
What we delivered
Wireframing
- Prioritised a seamless customer shopping experience.
- Surfaced back catalogue content to inspire purchases.
- Set foundations to ease expansion to multiple artist stores.
User interface design
- Applied minimalist styling to spotlight the artists.
- Developed clear signposting to guide shoppers.
- Created clickable prototype for stakeholder testing.
Build
- Optimised for order fulfilment across global markets.
- Future-proofed to accommodate additional artists’ stores.
- Engineered to enable quicker and easier content updates.
Key results
- Conversion rate up to 3% from 0.8% = 275% increase
- 131% increase in revenue in the first quarter
- 82% increase in average revenue per user
Derek Birkett, MD and founder of OLI Records / Björk mgmtJust as importantly, collaboration with 11:11 was smooth, inspiring, and genuinely enjoyable. They communicated clearly, welcomed our ideas, and consistently pushed to produce work that surpassed expectations.
