
Project Overview
About Client: 5 Artists 1 Love is an Edmonton-based organization celebrating Black artists through three signature events and various community engagements.
Objective: Redesign their website to create a visually engaging, user-friendly platform that promotes their events and the work of celebrated black creatives in Edmonton.

Process Synopsis
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Deliverables
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Develop
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Define
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Discover
Discover
Problem Statement:
The previous web design faced 5 major issues impacting usability and overall experiences.
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Unorganized navigation and Information Architecture
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A visually disengaging design.
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Poor usage of brand elements
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Outdated functionality practices.
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Low accessibility rating
These issues hindered user engagement, making it difficult for visitors to explore event quickly and effecienty. A comprehensive redesign was necessary to create a more intuitive, visually appealing, and user-centered digital experience that aligns with the organization’s mission and values.

Define
Audience:
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Users: Anticipated 2500 Users
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Demographic: Aged 13-60
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Goals: Learn about events, artists and purchase tickets.
Comparative Analysis:
By analyzing the design, startegy, and standards of similar event-focused websites, I gained valuable insights into what engages audiences while effectively communicating an meeting the organization's objectives. This analysis informed design decisions, ensuring the our product website not only meets standards but exceeds user expectations, while authentically representing the unique essence of the organization.
Develop
Methodologies:
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Sketching
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Site Mapping
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Personas
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Visual Branding Development
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Usability Testing


The New Task Flow

Website Before
Deliverables

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The redesigned website actively uses the available branding elements throughout the website. Usage of these elements gives the website it's unique feel and is coherent with other desiign spaces under the brand.
The redesign implemented standard practices needed to effeciently provide communication between users and the organization, which includes users now enjoying an integrated solution from the website to communicate with the organization. prior to which, users would be redirected to an external platform.

The new website design has a clean look, which will help users process the rich amount of information the site has. In prioritizing user needs, the design had to address information overload and effecient site navigation.
![[PS] iPad Pro Free Scene.png](https://static.wixstatic.com/media/a39c49_cbde5289cfa2416597471f0170776b61~mv2.png/v1/fill/w_961,h_721,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BPS%5D%20iPad%20Pro%20Free%20Scene.png)
The accessibility rating of the site improved, given a more defined design hierarchy, stronger contrasts and a more organized distribution of information.

Built customer engagement by creating meaningful interactions that fostered loyalty and increased brand awareness.

