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The amuse–bouche
Being involved in the DC design community is a necessity for me. When I had the opportunity to be the Lead Web Designer for DC Design Week 2024, I jumped at the chance to help. The theme of the year was Stories Within. Each one of us has a story to share with the world and a voice that deserves to be boosted. The theme of Stories Within celebrates, amplifies, and encourages design’s impact on the stories we’ll tell.
Exploration
Exploring different avenues of exploration was my first touch point. I believe in an initial sketch. After research, establishing goals and scoping out ideas worth prototyping. I sketch. Year over year, I wanted to increase ticket sales, user engagement and elevate the branding into an accessible web format. By creating a section for users to submit stories and a site full of interactive moments, we create a prompt for social and press to connect itself to the site. By creating event cards that feel personalized for each individual event, we establish an event for every user. Through exploration we found the perfect combination of elements to increase conversion and engagement.
The Numbers
Let’s talk numbers. Increased subscription YoY by 54%, improved cross channel connectivity and overall conversion improved by 10%. The numbers are important but the reception of the site from designers across D.C. was what stood out for me. From converting on ticket sales and newsletter subscriptions to increasing desktop users YoY, design was the focus.
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