Website Design
Led website redesign projects for two organizations. Showcased at different stages in the process; the first is the outcome of a theme re-design, while the second is the concepting stage of a brand new website.
My approach to website design is to create industry-disrupting branding and experiences. I strive to create friction-free experiences, having the user top-of-mind throughout my design process.
St. Edward’s: Theme Redesign
This project was a multi-step process to deliver a data-driven refreshed look. The team began by conducting user interviews via Zoom about the current design and functionality of the website, as well as the impressions the users had about the university by viewing the website. Simultaneously, we conducted five A/B tests on key components within the site. This approach allowed for both qualitative and quantitative data to be utilized in the design process. Once this data was collected and analyzed, we began the design process. My role included art directing the homepage, designing all internal UI elements in Sketch, and managing the project process with the team developers. The website redesign launched February 2019.
Redesigned Theme
Previous Theme Design
Minnesota Orchestra: Website Design Concept
Using data from tools such as Google Analytics and Hotjar, as well as survey and in-person feedback, I know users primarily visit the Minnesota Orchestra website to either purchase tickets or view upcoming performances. Ticket purchases are often influenced by programming. Additional feedback from internal interviews showed a clear interest and opportunity in a story-telling approach with content on the website. This information informed the direction of these design concepts.
My concept was to show the organization a bold approach to a redesign. I kept the upcoming performances above the fold, emphasizing the title and deemphasizing photography because of the wide style variety received from guests. This concept emphasizes story-telling to provide opportunities for users to dig deeper into the orchestra story.
Website scheduled to launch August 2021.
