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Summary
User Research & Web Design
Team Project / 10 weeks
Over 10 weeks, our team redesigned Savannah Clay Spot’s digital experience, encompassing a complete rebranding and restructuring of the website to better reflect the authentic feel of the workshop and enhance user-friendliness.
As the team leader, I was primarily responsible for conducting user interviews, performing competitive analysis, and overseeing the website rebranding and UI design.
Team Lead
Team members
Tools
Cary Lin
Koko Dai
Figma
Miro
Ko-An Sun
Skills
User Research / Interview
Open Card-sorting
UI/UX design / User testing
Meet Savannah Clay Spot
Savannah's Clay Spot is a creative haven for those seeking fun and artistic expression. This art studio promotes ceramic arts through community-based education, offering gallery exhibitions, hands-on classes, and workshops for all skill levels. Additionally, it hosts events to showcase members' work and provide opportunities for the community to purchase handmade art.
The Problem
Savannah Clay Spot's website was cluttered with mismatched photos and outdated design elements that clashed with the studio's unique atmosphere. Additionally, the disorganized site structure made navigation confusing for users.
Overwhelming UI
The UI was confusing and overwhelming, with disorganized information architecture, mismatched photos, and overly complex menus.
Outdated Branding
The website's branding felt outdated and dull compared to the vibrant atmosphere and experience at Clay Spot.
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Unable to book class on website
The website lacked visual context for consumers to guess by looking at the class name, creating confusion about the workshop. Also, you often see photos that are not related to the workshop.
Research
Building the foundation
Before redesigning the Savannah Clayspot website, our team conducted extensive research to build a solid foundation moving forward. This research would be used to guide our design process and understand the pain points to address.
Understanding the users
From understanding competitors and key constituents to Savannah Clay Spot, we create stakeholder mapping, SWOT Analysis, competitor research to deeply understand what used wants from Clay spot website.
Open Card Sorting
Feature Prioritization
After determining our customer base, we created an activity based on new and existing features of the website. We allowed users to sort these features into categories and rank them by importance. This interactive approach provided valuable insights into user preferences and priorities. Consequently, we were able to tailor our website updates to better meet the needs and expectations of our users.
1. User seeks to clarify class expectations and details prior to booking.
2. Classes should be organized by season, category, and time. This organization will help users easily find and select the classes that best fit their schedules and interests.
3. Ensure that class expectations and information are communicated before booking. This transparency helps users make informed decisions and enhances their overall experience.
4. Communicate information in a warm and welcoming tone that reflects the creative and community-oriented spirit of Clay Spot’s branding and identity. Ensure all content is clear, engaging, and accessible, enhancing the user experience by making information easy to understand and inviting for all visitors.
Sitemap
Mapping it out
Following the card sorting activity, we created a new site map based on the results. We meticulously grouped similar content to ensure a logical and intuitive structure. Additionally, we prioritized and made higher-ranked features more accessible, enhancing the overall user experience by streamlining navigation and reducing the time users need to find key information.
Design Direction
Refresh the UX writing to adopt a friendlier tone, simplify the navigation for an intuitive user experience, refine the booking process for ease of use, and retain the studio program names to preserve brand identity. This approach will make information more accessible and engaging while maintaining the unique character of Savannah's Clay Spot.
How might we
help Savannah’s Clay Spot customers book classes successfully and establish clear service expectations?
User testing
We designed two wireframe versions: one that displays various information and another that showcases different workshops in the studio, along with three hypotheses for participants to evaluate their desired experience. Our goal is to understand how users perceive the ambiance of Savannah Clay Spot compared to the information provided, as well as their preferences.
Refined Design Direction
Based on the feedback from our A/B testing activity, we revisited our design and made changes to better align with user needs by refining the UX writing, creating a more fun atmosphere, and providing detail-oriented information.
Design System & Branding
We aimed to create a modern and compact design system while preserving the unique feel of a Savannah spot studio. To ensure clarity and readability, we selected a geometric sans-serif font with rounded and circular shapes that complement the 'place' identity of the logo. Additionally, we chose three warm accent colors to embody the community's vibrant character and reduce visual clutter
Prototype
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