Future Opportunities
Future Opportunities
SF JAZZ Website Redesign
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Project Overview
I teamed up with three designers in 2021 and we believed that highlighting the educational outreach and community engagement work of SFJAZZ on the homepage and redesigning the "Support" and "Education" pages will raise awareness of the positive impact of SFJAZZ, increase traffic to the non ticketing parts of the website and revamped the branding of the website.
SFJAZZ is a recognized international leader in jazz creation, presentation, and education. SFJAZZ explores the full spectrum of jazz—from the music’s origins in the African American community to its diverse present-day expressions around the world.
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Problem & Goal
The Problem
Jazz enthusiasts with disposable income are willing to donate to charitable causes but view SFJAZZ primarily as a ticketing site and overlook its other work.
Goals
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Increase conversion rates on the website for ticket buying, membership sign-up, and donation.
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Improve usability and accessibility of the homepage to make the website more inclusive for less tech-savvy audiences (the core ticket-buying demographic is aged 55-75).
Clients Needs
Nate landry
Web Producer
rOSS EUSTIS
Digital Projects Manager
tj gordon
Director of Marketing
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Redesign the current sfjazz.org website, focusing on the home page, membership, donation, and education.
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Incorporate insights from the 2016 website redesign and the 2021 UX consultant’s report.
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Prioritize accessibility and bold design (the main ticket-buying audience is aged 55-75).
Research Methods
We did a Google survey for our potential users about their habits and expectations for donating to nonprofits. Here are some key takeaways :
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48% of participants donated to 3 or more non-profits in the last year.
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63% of participants donated at least $100 to nonprofits in the last year
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43% of participants attend 6 or more live concerts per year.
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Card Sorting
After doing an in-depth content audit of the current site, we conducted an open card sorting exercise on uxmetric.com
This was a key step to our design process as we were looking to make an impactful changes in the current information architecture
Key Findings:
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67 unique categories created suggest that the varied content on the site is hard to organize coherently.
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"Events, "Membership", "Tickets", "About" were the most common categories.
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Participants faced the most difficulty categorizing the charitable and educational outreach pages.
Information Architecture
The card sorting results were further refined to fit the goals of the website. Some of the architecture were re-categorized to make them easier to find.
Usability Testing Results
We conducted five usability tests on the low-fidelity prototype. We gave our users three tasks to complete. These were the following tasks:
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High Fidelity Wireframes
Current Homepage Design
Current Support Page Design
Redesign Membership Page
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Carousel Banner
Redesign Homepage Design
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Redesign Support Page Design
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Redesign Checkout Page
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Cards
Prototype!! Try it
Results
I worked with 2 more designers on this project, My role was UX/UI Designer but I took the challenge to be a Team Lead which made the whole experience very learnable. Sf jazz will be implementing these designs in 2022 to increase not only the membership program but also their donation page.
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Here's what SF JAZZ has to say about the work I and my team did
Ross Eustis, Digital Project manager, SFJAZZ
"Isha did incredibly thorough work testing out the UX of SFJAZZ's website. We were impressed by the recommendations she and her team came back with, and we definitely plan to implement a number of them! Cheers!"
Harry Morgan, User Experience Researcher, Havard (Team Member)
Isha is a wonderful teammate and designer. She is a consummate professional, highly motivated, and organized. Not only does she possess rare creativity and exceptional design skills, but she is also comfortable taking on leadership responsibilities and is a fantastic team player. She adds value to any team she is a part of. I hope to work with Isha again in the future!