CASEY CHAE
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Work > UI/UX > Kollaboration Atlanta

Kollaboration Atlanta

A website redesign for the Atlanta chapter of Kollaboration, a non-profit organization that empowers the creative Asian American community through performances and conferences. 
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Defining the Project

Initial Problem
Kollaboration Atlanta (Kollab ATL) is a non-profit organization that empowers the creative Asian American community through performances and conferences. They host a lot of events, but their unclear mission and vision left many confused about what they actually stood for. Kollaboration Atlanta asked us to redesign their website in a way that would ultimately improve engagement.
My Role
In the beginning of our process, I was involved in the user and market research, and towards the end of our design sprint, I was responsible for designing our final hi-fi prototype and new style guide. I was also the group facilitator for our standup meetings and kept track of our group’s goals and daily tasks.​
Methods:
Surveys and User Interviews, Comparative Analysis, Lo-fi prototype, Hi-fi prototype, Usability Testing, Branding Style Guide
Tools:
Sketch, Invision, Adobe Illustrator, Unsplash, FontFace Ninja, Google Forms
Our Solution
In a 3 week design sprint, we collected user and market research to understand the organization’s core needs and users and used our findings to further drive our design process. We delivered a new website design with a revamped information architecture that highlights the mission and the ways people can get involved.

Discovery & Research

Defining Research Goals

We began our research with our initial client meeting. Because it was the first time most of my team heard about Kollaboration, we had different ideas of the core problem and target audience, so we started by pinnig down some relevant research goals to evaluation our initial assumptions.
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Market Research

​To better understand how Kollaboration’s major competition to get an idea of what it takes for them to gain a competitive edge, we performed a comparative analysis on similar organizations and a heuristic evaluation on their current website.

Comparative Analysis

We compared Kollaboration Atlanta with 4 other organizations that engage similar audiences (Asian Americans or creatives). 
We found three major areas of opportunity that the new website redesign would benefit from having:
  • Donations page
  • Sponsors listed on website
  •  Mentorship program
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Heuristic Evaluation

​Key Insights:
  • Need for better navigation - majority of links are in the footer, not the header
  • Inconsistency of style and colors
  • Lack of hierarchy
  • Dark Imagery and text
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Old Layout for kollabatl.org

User Research

To better understand who their users are and what they are looking for, we conducted surveys and user interviews with Asian Americans, creatives in Atlanta, and people involved with Kollaboration as staff, performers or event attendees.

Surveys & Interviews

40 Survey Responses:
  • 90% discover Kollaboration events through word of mouth and social media
  • 64% are aware of Kollaboration but only 35% are involved
14 Interviews:
  • Common theme of  lack of clear understanding of what Kollaboration does
  • Not many knew about the existance of a website
  • Empowered by the idea of building up Asian American creatives
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Synthesis & Ideation

Affinity Mapping Our Insights

Taking all of our insights from surveys and interviews, our team created an affinity map and discovered trends, common goals and pain points among the users.
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User Personas

The user personas that emerged related with the user groups we found most common, the Performer, the Creative Professional, and the Sponsor. For example, our primary persona, Emily Kim the Performer, represents Kollaboration's artists who want to promote her work, and The Creative Professional, Jonathan, is motivated by his professional career and seeks events that helps him learn and network. Here's Emily's persona that we use to drive our design process.
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Redesigned Navigation

Through feature prioritization and card sorting, my team revised Kollaboration's sitemap to include intuitive ways for members and newcomers to sign up for events and get involved. Previously, most navigation was only available through the footer of the website, so having a clearer hierarchy gives users direction and an overview of what Kollaboration does.
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Prototyping & Testing

Through 4 rounds of prototyping and testing (lo-fi, mid-fi, hi-fi and mockups), we received feedback from users and refined our designs. I took charge of coming up with a new cohesive style guide and built the final mockups presented to the client. Check out the final clickable prototype below!
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Check out our Clickable Prototype

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EMAIL: casey.chae@gmail.com