AIGA
DC Design Week
Role
My role for DC Design Week was Web Design Lead. Responsibilities include product design, full-stack design, HTML/CSS coding and user research.
Scope
Led web design efforts for DC Design Week 2024.
Background
Being involved in the DC design community is a necessity for me. When I had the opportunity to be the Web Design Lead 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.
Improving User Experience from Previous Year
Each year, a different design that represents design trends for the year is chosen. It falls on the Web Design lead to bring this theme and branding to life. The previous year's design had gotten feedback that needed to be addressed.
Increase Ticket Sales
This was the main goal for AIGA and DCDW. It was important to maintain increase in ticket sales since sales were directly benefit the AIGA DC Design Continuum Fund which empowers the next generation of designers in their continuing education and artistic development.
Exploration
Sometimes research is only part of the solution. I needed to establish a design system for mobile but dared designers to seek it out in desktop.
Print Hierarchy isn't Web Sizing
The branding was perfect in print and presentation but didn't translate to accessible, web sizing. I created a web only sizing that was used across channels and implemented as a standard for DCDW.
Less Information, More Pivoting
Much like any project centered around programming, details change and the design must follow. The proposed event above changed a few times over the course of the website design and even after the project was finalized. This informed using event cards as dynamic modules instead of building each event as an individual module.
Accessibility
We adhered to WCAG 2.1 AA guidelines. Ensured images and text had the proper contrast across all devices and offered reduced motion options within content.
Ideation
Exploring a long scroll versus a navigable experience was my first touch point. I believe in an initial sketch and pitch. 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. This led me to a navigable experience with premier sections on the homepage.
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.
Collaboration
Collaboration is everything to me. Being able to connect with designers, writers and other stakeholders help push this design to be what it was. I took the extra step to research and examine the pitfalls of last year's website to provide leadership with visibility into possible improvements. This helped shape the timeline for the creation of the website and the overall art direction of the digital material.
We wanted to prioritize usability, design and subscriptions to AIGA. Instead of worrying about the bounce rate, we focused on leading users to an external site that prompted them to subscribe while also encouraging to return to engage and collaborate.
Results
Improve Conversion
Increased subscription YoY by 54%, improved cross channel connectivity and overall conversion improved by 10%. We sold 32% more tickets than the previous year and lead generation increased 150% YoY.
Innovative Design
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. Designers across the DC Metro Area resonated with the design.
Everything in it's Right Place
The theme was engaging and called upon others to contribute. I wanted to connect the website with every experience. I achieved this by – adding a collaboration section to each page which promoted more press, spotlighting participates which got designers opportunities and created a share a story section that promoted engagement across the site and social.