In Creative Company

Role

UX/UI Designer

Timeline

12 Weeks

Tools

Figma, Otter.ai

Overview

Based in New York City, In Creative Company (ICC) is a hybrid agency/collective offering creative services. Over 12 weeks, a team of designers and I reevaluated the existing website functionality and improved the retention of new members with Part 1 of the redesign.

During the duration of this project, I was working with a pre-established design system and brand guide. For the refresh, we focused on improving specific experiences such as the portfolio page, the FAQ and onboarding process.

Part 1: Research

Problem

The company wanted to grow its collective member base but was unable to effectively showcase their projects and retain potential members.

The existing website was confusing to navigate and potential members found it difficult to locate relevant information. This led to a majority of potential members dropping off the site before completing the onboarding process.

Solution

By re-evaluating the key information relevant to each member regarding their work opportunities and benefits, we were able to prioritize specific functions and redesign the placement of information to best suit their needs.

By restructuring the Information Architecture of the website to better match the intuitive thought process of members, we were able to create an easier, more navigable experience.

What does this mean?

Redesigning the website to clearly display key information relevant to potential members not only shows them the value proposition but also encourages them to join ICC which then benefits both parties.

Using a focus group of 4 potential members, we had conducted 6 surveys and 4 user interviews. The main problems found are as follows: 

Main Issues Found

  1. The website is difficult to navigate and relevant information can not be found.

  2. The value gained from joining In Creative Company is unclear.

Identifying the User

Behaviours

  • Cost-conscious

  • Artistic 

  • Digitally-focused 

  • Value learning

Needs

  • Consistent work/gigs

  • Clear mission statement 

  • Mentorship 

  • Networking sessions

Frustrations

  • Lack of transparency

  • Unintentional copy/content

  • Lack of community

Part 2: Making Changes

Improvement #1: Redefine IA

The existing IA did not follow the logical thought process of a potential user making navigation difficult and time-consuming.

We updated the navigation bar and rearranged the flow making it easier to follow and allow users to complete actions and tasks with minimal clicks.

Improvement #2: Streamline Portfolio Display

By displaying all relevant information on one page, users are able to understand projects immediately minimizing additional, unnecessary clicks.

The filter option allows users to narrow their search and provide personalized results.

A well-designed display of work instantly proves credibility of agency value to prospective members encouraging them to join.

Improvement #3: Personalized FAQ + Onboarding

More personable interaction fosters community encouraging prospective members to join the agency.

Revised brand voice makes it easier for prospective members to understand if they align with the agency.

Clear video and visual aids make the onboarding process easier to follow - an alternative to text-heavy instructions.

In Creative Company values playfulness and celebrates quirks - meaning that their visual branding had to match. With rounded shapes and analogous colours as accents, the fun and unique interface is distinctly ICC.

Visual Branding

Learnings

 Communicate Constantly

  • Design & research go hand in hand, communicate with your team members to make sure everyone is on the same page!

  • There will be inevitable hiccups along the way - be open and address problems together to create a consolidated solution.

Research is Key

  • During this project, I focused heavily on research and analyzation in order to build out the framework.

  • Building a product that benefits both business and consumer requires a thorough understanding of the target audience, their concerns and how to utilize those findings to maximize business profit.

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