Kollaboration AtlantaA 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
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Initial Problem
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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.
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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 |
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Our Solution
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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.
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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.
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 |
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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:
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Heuristic Evaluation
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Key Insights:
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Old Layout for kollabatl.org
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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
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40 Survey Responses:
14 Interviews:
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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.
Redesigned NavigationThrough 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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