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The Rhythm Path website was designed to offer students a unique interactive, cultural, and educational experience. Since schools closed down due to the tragic global pandemic, we observed a drastic decline in sales and event bookings. This is causing business failure, massive staffing cuts, stress, and overworking the remaining staff.
Our product will market the new and safe cultural experiences in team building events for schools and businesses that Rhythm Path is implementing to provide an increase in event bookings and sales.
To redesign Rhythm Path's website to reestablish booking events and product sales to generate a 10-15% increase in quarterly profits.
Research
Data Collection
Analysis
Ideate
Site Map
Prototype Process
User Testing
HTML
CSS
Bootstrap
Conducting a competitor analysis gives us a glimpse into the industry standard for web design and layout so we can create a design that combines good aspects and avoids the not-so-good. By comparing 5-8 competitors we were able to find some common practices in design found in these website designs.
By conducting an audit on our clients website we are able to pinpoint areas for improvement and opportunity in design that will help meet business goals. The combined data helps lay down the foundation for design goals that will be drafted and iterated on during the design process.
We went into the public and conducted user interviews and posted surveys on social media asking people about their experiences with team building events, cultural awareness, and more in the workplace. The results varied and gave us valuable insights and used to define the wants and needs of our target audience. Below are some examples of questions and results from our interviews and surveys.
Would you be more convinced to purchase a product if you knew the story behind it?
"Helps me relate to people, mostly business and helps me see from their perspective. It also builds better communication."
-Cherine M.
The affinity diagram was used to organize the qualitative data we collected. We used this diagram to find patterns in data and categorized these patterns to create our proto persona, which represents our data. Our persona, Anthony Hughes, is personified data that lives and breathes, has likes and dislikes, a job, even a family. All of which are represented in a journey map and story board.
We used the "I like, I wish, what if" method to begin building ideas that combine user needs and business goals. This simple but effective method of bringing in fresh ideas provide the groundwork for our redesign. We reduced the ideas down to priorities by voting on ideas we felt would benefit the design.
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A solid design comes from strategic planning. We took all of the webpages from the original website and posted them on sticky notes and recategorized them to optimize the navigation. Some pages were combined while others were deleted and in the end we developed a site map that would be used for mapping out the entire website. This was in preparation for our upcoming prototyping process.
We drafted and iterated a few design options in our low-fidelity section of the website and made it clickable on a program called InVision. We tested the prototype and made iterations in the mid-fidelity prototype.
From the data collected from our research we found that the majority of users preferred to use their mobile devices over the hassle of pulling their laptop to shop or find information. Therefore, we took a "mobile-first" approach to optimize our design for any screen size.
When we found our iterations were coming to an end and our prototype passed all tasks from users we began coding the website using Bootstrap and GitHub.
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