Re-design the website to reflect Slant'd's brand.
8 weeks (Design)
8 weeks (Build)
How might we encourage users to get involved while maintaining Slant'd's brand?
Slant'd is a community created by and for Asian Americans with a mission to celebrate Asian American identity through personal storytelling. I was tasked with designing the website for this community. Based on the kick-off meeting with Slant'd's creative director, I found the following information to guide my design process:
We conducted a heuristic evaluation of Slant'd's existing website to understand what problems users were facing as they navigated the site.
On multiple pages, there were CTA buttons that did not have clearly defined purposes. On the Landing Page, there were two options side by side with no information about the difference between the two CTA's. On the Membership page, I noticed two CTA buttons for a membership and subscription, which were not clearly differentiated.
Slant'd has a brand that is bold and expressive. On the Submissions page, I noticed that the instructions for submitting writing pieces was long and boring, taking away the delight factor of the user experience.
We created a persona of the typical Slant'd member to understand how they came to join the organization.
We created a site map to define the website hierarchy. This informed how we would design the Landing Page and the subsequent pages.
Our process for designing wireframes was as follows: mid-fidelity design > usability tests > high-fidelity design > usability tests > final design. We conducted usability tests after each round of design to ensure that our design was functional and intuitive for users.
The left image is our mid-fidelity design and the right image is our final high-fidelity design.
During usability testing, we asked users to purchase a previous Slant'd magazine issue. We found 3 different paths that users took to navigate to the product page.
During usability testing for both mid-fidelity and high-fidelity, we found that users had trouble differentiating between a membership and a subscription. After multiple rounds of iterations, we created the following design because it clearly differentiates the price and plan for each option.
As a result of the coronavirus pandemic, Slant'd has turned their upcoming events from physical to virtual. After multiple rounds of iterations on the high-fidelity wireframes, we decided on the following design because of the clean delineation of event types (show all, virtual, IRL) and easy-to-read format for the event information.
Slant'd is a collective of Asian Americans celebrating the journey of self discovery through personal storytelling and gatherings. Keeping this in mind, we re-designed Slant'd's website to be colorful, daring, and creative. We conducted multiple rounds of usability tests at each iteration to ensure the functionality of the website as we explored bolder ways to express Slant'd's mission.