Project Duration

 

January 2024 – Current

 

Roles

 

Product Design Strategy Consultant

Usability Design Expert

Usability Designer

 

Objective

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Design a simple and effective landing page for an established Afro-Latin cultural event-based business which became a larger non-profit recently. Establish and implement branding principles linking the new site to the previously used event-focused website. Tell the story of how the for profit organization is changing its work now that it’s a non-profit. Manage and grow the site over time.

 

Problem

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The previously used event-based website no longer reflects the new organization, its mission and the entirety of the work it does in the community.

 

Insight

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New and existing audiences, from past and future event attendees, to donors, sponsors and community partners)  need to quickly understand what the organization is now about. These users need to be able to easily and quickly find information pertaining to their specific goals bringing them to this website.

 

Hypothesis

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Creating a site that addresses numerous prominent user journeys will allow the organization to more accurately represent itself to its wider audiences. Gradually adding content according to priority will allow the organization to start the process and progress over time.

 

Exploration

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New layout and design options were proposed which more clearly would showcase the larger umbrella of the work the organization does, and help various types of users find the information they seek clearly.

 

Solution

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The design was approved and implemented, with content gradually getting added over time to showcase the organization’s wider range of services and work. The design was in line with the new branding of the previous event website to transition audience traffic seamlessly to the new site.

 

Impact

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The initial landing page has since expanded and is continually growing in content, helping attract sponsors, grantors, donors and cultural activities participants. It has been receiving positive feedback from their wider audiences and stakeholders.