Project Duration

 

August 2023 – Current

 

Roles

 

Product Design Strategy Consultant

Usability Design Expert

Usability Designer

 

Objective

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Optimize existing event website to make it more aesthetically cohesive, accessible and easier to navigate. Establish and implement new branding principles turning the event website into a larger non-profit umbrella website with a focus on the single largest annual event.

 

Problem

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Current design has a lot of functional and aesthetic variations, lacking a cohesive strategy and causing cognitive overload. Adjustments to navigation and visual accessibility are needed to make it easier to use and inclusive for varied audiences. New branding needs to be established and implemented.

 

Insight

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Users prefer aesthetically cohesive, functional and accessible designs to quickly navigate their tasks.

 

Hypothesis

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Creating a design system according to the new branding guidelines will streamline all visual elements. Reviewing and improving functionality against usability principles will eliminate user deviations and confusion. Adhering to accessibility guidelines will improve functionality and inclusivity. Simplifying navigation will eliminate cognitive overload.

 

Exploration

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A usability audit was perform to identify problem areas and propose solutions. Once problem areas have been identified, a variety of options for visual elements was surveyed to find the most effective options for the organization. Card sorting for navigation was performed to find the best categorizations, and sorting analysis performed taking into account other similar cultural organizations. Visually accessible designs were proposed to find the most seamless and pleasing solutions.

 

Solution

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Highest priority erros and accessibility issues were identified and resolved. Visual standards within newly established branding guidelines have been decided on and are gradually getting implemented throughout the site. The navigation has been simplified according to common conventions, user and stakeholder preferences. Accessible designs elements are in the implementation process.

 

Impact

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The re-design is still in process and the organization is already experiencing improved conversion rate, fewer user errors, smoother user flows. It has been receiving positive feedback from their audience and stakeholders.