Website redesign
Festival Ballet UI/UX Design
April. 2020
Festival Ballet Theatre is Orange County’s premier, accomplished professional ballet company. It presented a season of exhilarating classical and contemporary performances, provided a nurturing environment for dancers and choreographers, and offered stimulating educational outreach programs.
I worked as a UI/UX designer in FountainheadME to refresh the entire web experience. All the design has been finished, but the website is still in developing. When a website has a large number of registered users, the change has to happen slowly and gradually.
Why redesign
As the web world constantly evolving, what worked 5 years ago no longer works as well as today:
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The overall color scheme is quite dark, making food images appear less appetizing. 4 different typefaces exist on the same page, which looks overwhelming and is not legible
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Every piece of content appears the same due to the dark full-bleed style, although we have different types of content on the home feed.
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The website festivalballet.org is tangled with the subpage Southland Ballet Academy, which is a dancing education school under festivalballet.org.
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There is a user experience discontinuity issue under the "performance and ticket" tab. It only provided a "buy tickets" button without any detailed information about the performances but redirected the user to the 3rd party checkout system.
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Bad usability in mobile sites.
My Role
I worked alongside 2 developers, PM, and a marketing analyst to provide a long-term solution that interests users to constantly participate in the Festival Ballet Theatre and Southland Ballet Academy organization.
My primary role was to lead design strategy, ideate and build out prototypes, create a style guide, and ship a final product. Through this process, I maintained strong communication with key stakeholders across the product.
Target Users & Persona
After some researches, an online meeting, and spend a whole weekend afternoon with the clients. I set the target users are 30 - 55 years old, 80% female, mostly iPhone users who live in the Orange County area.
Solution
