Case Study
Minnesota Orchestra
Modernizing the digital experience of an iconic arts organization through customer research, UX strategy, and creative direction.
Project Overview
More than a website redesign, this project helped establish a new digital standard for the organization. By translating an evolving brand into a modern online experience, the work elevated the orchestra's reputation, differentiated it within the arts community, and created a stronger foundation for audience growth.
Impact
Brand Evolution
Industry Recognition
Audience Engagement
Responsibilities
Creative Direction
UX Strategy
Client Partnership
Design Leadership
Approach
Discover
Uncovered customer insights through analytics, behavioral data, and user interviews.
Define
Defined a digital experience that reflected the orchestra's evolving identity.
Design
Validated the user experience before crafting an elevated visual design system.
Lead
Guided execution while mentoring designers and maintaining design quality.
Discover
Grounded in Customer Insight
Analytics, behavioral data, and customer interviews revealed five key opportunities to improve the digital experience.
Most visitors were first-time users.
Discovery across the site was limited.
Mobile had become the primary experience.
The digital experience no longer reflected the evolving brand.
There were missed opportunities to inspire engagement.
Define
Partnering closely with Creative Leadership, I helped define how the orchestra's evolving identity would translate into a cohesive digital experience. Together, we established the creative principles that guided every design decision.
Human. Welcoming. Artistry. Inspiring. Intuitive. Bold yet refined.
Design
Designing the Experience Before the Interface
Before exploring visual design, we validated the user experience through wireframes, ensuring navigation, content hierarchy, and key interactions aligned with customer needs before introducing visual expression.
Wireframes
Lead
Bringing the Vision to Life
My role was to ensure every screen reflected the vision.
Guided designers through implementation.
Facilitated design critiques and creative reviews.
Maintained consistency across the experience.
Partnered with Creative Leadership to evolve the digital brand.
Ensured quality from concept through launch.
The Outcome
The redesigned experience created a stronger foundation for the Minnesota Orchestra's evolving brand while making it easier for audiences to engage with performances, explore content, and navigate the site. Grounded in customer insight and guided by thoughtful creative direction, the experience balanced usability with artistry across every touchpoint.
(Check it out.)
