case study
Minnesota Orchestra
Modernizing the digital experience through customer research, UX strategy, and creative direction.
Project Overview
Aiming to boldly reimagine tomorrow’s orchestra, this project delivers a step forward in defining who we strive to become through a brand new website experience.
Role
Design Lead
Responsibilities
Creative Direction
UX Strategy
Client Partnership
Cross-functional Collaboration
Visual Design
Content Strategy
Approach
Discover
Uncovered customer insights through analytics, behavioral data, and user interviews.
Define
Established the digital vision by translating an evolving brand into a cohesive online experience.
Design
Validated the user experience before crafting an elevated visual design system.
Lead
Directed execution while mentoring designers and maintaining design quality.
Discover
Grounded in Customer Insight
Research across analytics, behavioral data, and customer interviews uncovered five key insights:
Most visitors were first-time users.
Discovery across the site was limited.
Mobile had become the primary experience.
The digital experience didn't reflect the evolving brand.
There were missed opportunities to inspire action.
Define
This project marked the beginning of a broader brand evolution. Partnering closely with Creative Leadership, I helped define how the orchestra's evolving identity would translate into a digital experience. Together, we established the creative principles that guided every design decision.
Human. Welcoming. Artistry. Inspiring. Intuitive. Bold yet refined.
Design
Designing an Experience Before Designing an Interface
With data in hand and a questioning mindset encouraged, we went to work redefining the user experience through wireframes.
Wireframes
Lead
Bringing the Vision to Life
My focus wasn't designing every screen. It was ensuring 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 result was a digital experience that better reflected the orchestra's evolving identity while creating a stronger foundation for future growth. Grounded in customer insight and brought to life through thoughtful creative direction, the redesigned experience balanced usability with artistry and established a cohesive visual language across the site.
(Check it out.)
