User centered design is a special design approach in which is the user involved in al phases of the development of a certain product. In this case it’s a web site specialized in selling alternative music. Before including the users in the development process we have to determine who those users are. The users are the people who will use the product in the end. The result of user participation in the process of designing the product is an optimal user experience which means that the user has the feeling that the product is designed just for him. In the practical part of the paper, two kind of research have been conducted in the purpose of developing a web that would stand out of its competition. The first part was a survey research of the target audience discovering their preferences, habits, computer knowledge and other facts. Based on the results of the first part of the research we could make a prototype web site with a web tool called Invision and start a second part of the research. The testing of the web prototype was conducted with the SUS questionnaire which is constructed of 10 simple statements that can be used on any system, and the concept of answering is in a form of a likert scale so the answers can be gradated from 1-5 in which the meaning of number 1 is total disagreement with the statement and the meaning of number 5 is total agreement with the statement. The results of the testing showed a very high score of usability of the web site and after correcting the mistakes noticed by testing, the website could go in the final stage of development.