Website Redesign for an Art Organization
Duration: 2 weeks
Role: UX Designer
Team: Individual Passion Project
Result: Website Prototype
I redesigned the website for Viva la Vida, an art education organization collecting and showcasing art works of common folks. The website is under development.
This is a passion project I worked on as a volunteer UX designer for VIVA. VIVA collects drawings created by common folks in street experiments. The initial requirement was to showcase the artworks and have more people know our work.
I first looked at Google Analytics to understand the current performance of the website. Surprisingly, more than 50% of visitors left the website within 10 secs. Most people only visited the homepage - other pages such as the gallery page had few visitors.
However, multiple reasons might account for this. Therefore, to understand why people are not paying enough attention to the website, I conducted guerrilla research including heuristic analysis and usability testing. I chose guerrilla research methods because they can give us rich data within a short period.
Reframing Design Requirement
Together with two PMs, we redefined the redesign goal
Developing the Solution
To quickly communicate my design ideas with the team, I sketched three parallel versions of homepage design for both desktop and mobile.
After discussions with PMs, we decided to combine the ideas of "tell a story" and "newsroom". This way, we can provide both an engaging experience and leave an impressive brand image for our readers.
I quickly created a b&w digital mockup and presented it to 3 users. The usability testing focused on first impression and brand value.
The results were mostly positive, I received feedback such as "this website is somewhat like Behance, for people to get inspired".
However, I still face the problem of how to balance simplicity and engagement. Users think that the website might be a little too clean and that key information might be missing from it!
In my evaluation of the former website, I fount that users were not willing to read long paragraphs of descriptions of what the organization does. I decided to make the mission statement more concise and place it in more prominent places.
In my research, I found that users are not interested in the homepage as it is not engaging enough. I decided to use questions to provoke interests in users. The questions are answered by the selected drawings.
Users are confused over what tasks they can complete using the site. I decided to prioritize the tasks and make the two main tasks (view the gallery and join the team) more prominent.