Large media resource available to view, share and use. Through community engagement ideas are shared - solutions are found. A well conceived UI acts as a road map. Like a fluid story line that steers the viewer silently through the stories, videos, photos and interviews building a rich, engaging, experience. Looking below the surface. But changing their perspective. Create an "aha", moment to achieve that sense of discovery and wonder.

1. Listen deeply to target audience needs
Craft a solid interface with consistent visual
cues that guide and excite, no matter
the waters travelled along the journey.
They feel safe to explore and can always
A PROCESS CASE STUDY

2. GOAL: To move website audience
from “user” to “participant”
Project Outline
PROJECT: Website redesign to improve engagement and access to
documentaries, film and photography media resources. Current site a blog
self-promotion/storytelling structure
PROCESS:
1.Research market, company’s brand history
2.Run heuristic analysis and field surveys to establish user pain points
3.Determine the audience and provide a clear picture of the objects and
loyalties in the form of personas
4.Dive into journey map and scenarios to discover better approaches to
telling the story and improve continuity of the content
5.Prototyping via wireframe and mockups
6.(Testing prototypes with users to determine success at connecting)
7.(Iterating to released version)

3. A HEURISTIC REVIEW
and usability test of the current site
showed numerous wayfinding and
structural pain points.
The key to a successful experience
appeared to be providing users with
structure, continuity and consistent
visual queues to achieve a fun, fluid
and guided discovery for user.
MARKET RESEARCH
and survey analysis only managed
to generated more questions.
a. Are the media files being given
proper billing? If more
prominent could that increase
customer participation across
multiple channels?
b. Establish new target audience
Discovery Phase Findings
B. Lacks value proposition
(VP)
C. Content organization:
Blog structure of viewing
media stories by date diffuses
message and engagement
OLD WEBSITE
Site-wide wayfinders &
standards: missing navigation,
no bread crumbs, no story flow
continuity, visual library
inconsistent, and so on, leaves
the user without guidance
D. Scroll-nav disappears
E. Layout decisions: stories
alternate from one side of
page to the other
A. Missing tagline

4. FURTHER ANALYSIS supported restacking the deck of the site’s structure,
to shift from a blog structure to an educational media resource structure.
Research supported a change of the
target audience once site priorities
shifted from a dated blog structure to
an educational / informational structure
Data helped to identify the best
audience profile as women, 20-30 years
of age. Next… set personas and test.
Discovery Phase Findings

5. Prototyping
A. Fixed visual cues,
added tagline, adjusted
navigation
B. Cover stories:
categorized, topics clearly
labeled
C. Community participation
is the “value proposition”.
The media library is the
unfair advantage of a
historic brand
D. Interactive map for easy
navigation to media
files from specific regions
Wayfinders & standards in
place for guided user
journey and discovery
After gathering data from user testing and surveys, the team determined
the best content presentation for the new target audience. The design
emphasized searchable, clearly categorized access to all of the media
stories and resources they need, while honoring the historic brand.

6. Discovery
To meet goal, identify the key value proposition in order to
move the website audience from “user” to “participant”.
•Letting go of existing agendas
•Listening to real people with real interests
•Ask the user
Relationships are formed through deep listening.
User-centric solutions are found the same way through
listening to real peoples and their real needs.

7. Discovery
To meet goal, identify the key value proposition in order to
move the website audience from “user” to “participant”.
•Letting go of existing agendas
•Listening to real people with real interests
•Ask the user
Relationships are formed through deep listening.
User-centric solutions are found the same way through
listening to real peoples and their real needs.