#UX #UI #WEBDESIGN #RESEARCH #BRANDDEVELOPMENT #VISUALIDENTITY #PROTOTYPING

When ENDIT! purchased Ophelia's, the trajectory and priorities of the company shifted along with it's visual identity. 

I was tasked with researching how the website could be improved to better meet the goals of the new ownership and leadership teams, and propose a design solution that accommodated both stakeholders' and visitors' needs in a cohesive and striking way.

Updating the look and feel of the visual presence to better match the brand's personality and values was another high priority.

KEY GOALS: 

• Reflect evolved brand values & voice by visually tying into the visual aspects of the physical space & positive feelings associated with an in-person visit (feeling welcomed, excited, energetic)

• Incorporate new features such as a 3D tour of the space, inner circle email/SMS club, a more thorough "about" page, and integrated event info & ticketing

• Provide a seamless experience with no guesswork on mobile as a top priority, with a desktop companion website being secondary

• Improve user experience of finding events by a variety of criteria, such as day/night, genre/event type, and age limits to improve conversions.

• Maintain the ease of access to key information

• Stand out from competitors through visual language, advanced features, and interactivity

PROCESS:

• Initital research phase focused on UI/UX for restaurants and music/event venues

• Competitive analysis

• Interview development

• Stakeholder interviews & analysis

• End user interviews & analysis

• Moodboard & objective statements

• Ideation/iteration (sketching, lo-fi prototyping)

• Visual language development (mid-fi prototyping)

• Feedback and refinement (stakeholders & end users)

• Hi-fi prototypying

• Feedback and refinement (stakeholders & end users)

OUTCOME:

A thorough and well-researched proposal with clear next steps 

for implementation, and a prototype demonstrating key features, layout and design elements, which was approved by stakeholders for development.