Optimizing Digital Engagement: UX Research & Design Solutions for an Arts Nonprofit
Company
Webster Arts
My Role
UX Researcher + Designer
Responsibility
UX Research + Strategy
Duration
3 months
This case study delves into how strategic UI/UX design can bridge the gap between artists and their audiences, fostering a seamless and immersive online experience. Together with a fellow designer, I spearheaded UX research and strategy to optimize digital interactions, ensuring that art is more discoverable, accessible, and inspiring. Through user-centered design, this project reimagines how creative communities connect, making artistic expression more engaging and inclusive than ever before.
The Old Experience
Optimizing Webster Arts' Digital Experience Through Research-Driven Insights
Webster arts is a nonprofit Art center in Webster Groves, Missouri that for 20 years has been enriching local community through diverse and inclusive arts experiences. Their website has served as a key impetus for attracting interest and attendance in events and volunteer opportunities. Although they have a website, they want to elevate the experience and drive conversion and engagement through their website. It is lacking ux strategy and optimization.
Objective: Conduct a comprehensive UX research audit to assess the website's usability and provide actionable recommendations for improving user engagement, content accessibility, and conversion rates.
Webster Arts Old Homepage
The Problem
Identifying Barriers to User Engagement and Digital Growth
Webster Arts faced several challenges in their digital presence:
❌ Low User Engagement: Key actions such as donations, event registrations, and newsletter sign-ups were underperforming.
❌ Dated Design: The website lacked visual appeal, impacting user trust and connection with the brand.
❌ Ineffective Navigation: Complex menus and information overload made it difficult for users to navigate the site.
❌ Limited Accessibility: The website had accessibility issues, hindering usability for users with diverse needs.
The Solution
Data-Driven Strategy to Uncover User Needs and Business Opportunities
We employed a thorough research methodology to understand the challenges faced by Webster Arts’ users and identify opportunities for improvement:
✅ Website Audit & Heuristic Evaluation: Analyzed the site for usability flaws and design inconsistencies.
✅ Stakeholder Interviews: Conducted interviews with Webster Arts’ team to understand business objectives and constraints.
✅ User Research: Engaged with users to understand their pain points, goals, and motivations through interviews and surveys.
✅ Competitive Benchmarking: Reviewed competitors' websites to identify best practices and emerging industry trends.
Heuristic evaluation slide contributed by Ida Lee Schwartz
Key Insights
Uncovering Roadblocks to User Engagement and Trust"
Through research, we identified several key insights:
🔹 Unclear Value Proposition: Users were unsure of the key offerings at first glance, which impacted their ability to connect with the platform.
🔹 Navigation Complexity: Many users struggled to find important content, such as event information and donation options.
🔹 Low Conversion Rates: Calls to action were either too subtle or misplaced, leading to fewer actions like donations and event registrations.
🔹 Accessibility Gaps: Some elements of the website were not fully accessible, limiting usability for a diverse audience.
Webster Arts Old Navigation
Usability Testing
Validating Research Insights with Real-World User Feedback
We conducted usability testing to validate our research insights and refine recommendations:
Testing Focus: Assessed ease of navigation, the visibility of key CTAs, and overall user satisfaction.
Key Findings:
🔹 Simplified navigation increased user satisfaction by 25%.
🔹 Users found the design outdated, which hindered trust and engagement.
🔹 CTAs needed to be more prominent to drive user action, particularly for donations and event sign-ups.
🔹 Accessibility improvements were welcomed by all users, especially those with disabilities.
Outdated, inconsistent, and inaccessible designs deterred users
Strategic Recommendations
Elevating Webster Arts’ Digital Presence to Drive Engagement & Conversion
Based on our research findings, we recommended the following solutions:
✅ Simplified Navigation: Reduce complexity and highlight key areas to improve the user journey.
✅ Visual Overhaul: Refresh the design to reflect Webster Arts’ artistic mission and enhance user engagement.
✅ Enhanced CTAs: Make calls to action more prominent and compelling to encourage users to take key actions.
✅ Accessibility Enhancements: Implement WCAG-compliant features to ensure inclusivity and usability for all users.
These strategies provided Webster Arts with a clear framework for future website improvements that would boost engagement and conversions.
Next Steps
Clear Path for Website Optimization and User-Centered Growth
We recommended the following next steps for Webster Arts to move forward with:
Design & Implementation: Collaborate with design teams to bring the recommended changes to life, focusing on navigation, CTAs, and visual design improvements.
Ongoing User Testing: Conduct continuous user testing to refine the website based on real-time feedback.
Performance Tracking: Monitor engagement metrics such as conversion rates and donation volumes post-implementation to measure the impact of changes.
Why Hire Me
Transforming Websites with Insightful Research and Actionable Solutions
With extensive experience in UX research and a proven track record of delivering actionable insights, I offer:
✅ Tailored Research: Custom research strategies that address unique challenges and align with business goals.
✅ Data-Driven Solutions: Actionable recommendations based on thorough user and stakeholder research.
✅ Proven Impact: My research-based approach has consistently led to improved user engagement, conversions, and overall digital success.
Let’s optimize your website, elevate user experience, and drive business growth together.
Whether you're exploring a new project or just curious to learn more about my work, I'd love to hear from you. I believe great design starts with great conversations—so don't hesitate to reach out with questions, ideas, or anything in between. Let's create something meaningful together.
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