Mobile-first event’s website
Celebrating Latin American culture under the Vancouver sun.
Through consistent UX and design, coupled with strategic marketing initiatives, I contributed to increase user engagement and boost sales in 23%.
Through consistent UX and design, coupled with strategic marketing initiatives, I contributed to increase user engagement and boost sales in 23%.
Latincouver, a Canadian non-profit fostering cultural exchange, faced a 66% decline in ticket sales for the Carnaval del Sol event following COVID-19. Additionally, consumer spending in recreation decreased from 46% to 29% during the recovery period. My role involved analyzing Latincouver’s data and optimizing its processes to streamline future development budgets within a two-month timeline.
Operating primarily on volunteer work, Latincouver has historically lacked streamlined processes and documentation, posing challenges for efficient collaboration. My involvement included establishing these essential frameworks to facilitate smoother future developments, addressing critical gaps within the organization’s workflow.
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The website redesign effort yielded significant achievements and positive outcomes. With an average engagement time of 1 minute and 15 seconds, user interaction increased, showcasing enhanced interest and engagement with the content. Approximately 41,000 of the 60,000 visitors accessed the site organically, indicating improved discoverability and SEO strategies.
Most notably, there was a remarkable 23% increase in sales compared to the previous year. This notable growth directly illustrates the success of the enhanced user experience and design in driving higher conversions, translating website engagement into tangible business growth.
Overall, these results highlight the effectiveness of the website redesign in capturing and retaining user attention, improving organic traffic, and ultimately driving higher sales. The strategic approach to enhancing user experience and fostering a more engaging environment has proven to be a successful investment in achieving the organization’s goals.
Latincouver’s” Marketing surveyed 997 participants via digital channels for valuable insights. With 10 questions – 5 about demographics, 5 about “Carnaval del Sol” – discover attendee profiles, motivations, and event feedback. Insights to elevate our event experience await.
The data reveals a diverse age distribution, with the largest group aged 18-34 (669 respondents).
Approximately 1/3 of the attendees are from Latin America. To ensure clarity for non-Spanish speakers, we propose changing the question from 'What is your nationality?' to 'Where are you from?' This adjustment aims to capture more accurate and insightful responses by focusing on the respondent's place of origin rather than nationality, accommodating those with dual nationalities or diverse backgrounds.
Out of 997 surveyed, 650 have attended Carnaval del Sol.
Respondents shared areas for improvement in Carnaval del Sol through an open question. While attendees appreciated the option to purchase tickets directly at the Latincouver office or at the event’s entrance, they highlighted challenges with online ticket purchasing. Many expressed frustration due to broken links or difficulty in locating the ticket purchase options on the website.
Concerns exist regarding the absence of full responsiveness across all website pages, potentially leading to user frustration and hindering accessibility on various devices.
Using images for event schedule information presents challenges such as accessibility issues for users with disabilities, slower page loading, limited responsive design, SEO disadvantages, data interpretation complexities, and maintenance difficulties.
Attention is needed to address broken links, as they can frustrate users and erode website reliability. Ensuring all links lead to intended destinations is crucial for a seamless user experience.
Attention is needed to address broken links, as they can frustrate users and erode website reliability. Ensuring Inconsistencies in fonts, colors, and buttons hierarchy throughout the website can confuse users and disrupt visual cohesion. Harmonizing these design elements can enhance the overall user experience.all links lead to intended destinations is crucial for a seamless user experience.
Stakeholder interviews were analyzed through an affinity map to gather valuable insights.
With over 80% of users accessing the website via mobile phones, a mobile-first design approach was adopted.
Two types of events were identified: Latin American Experiences occurring from late June to late July and the Carnaval del Sol 15th Anniversary during the weekend of July 8th – 9th.
Carnaval del Sol comprises 10 areas/zones, some with varied daily schedules, performances, and vendors. Events have both free and ticketed options.
The marketing strategy should emphasize the lineup, the 50/50 raffle, VIP tickets, sponsors, the Beer Plaza, and the event’s pet-friendly nature.
In response to declining volunteer interest in 2022, the Human Resources department plans to better communicate the benefits of volunteering to increase engagement.
After a comprehensive exploration of event types, I embarked on a series of iterative processes to pinpoint the optimal classification method for organizing events within the “Carnaval del Sol Event” and broader “Latin American Experiences” framework. To ensure accuracy and user-friendliness, I conducted rigorous user testing sessions involving individuals who were non Spanish speakers. This testing phase served as a crucial validation step, confirming the most effective and intuitive approach to filtering and categorizing the events.
After conducting Home usability tests, I implemented a Tailored Event Connection Feature. Positioned directly after the hero image on the Home page, this feature involves users answering 5 targeted questions, resulting in a personalized experience. By utilizing these responses, the system can identify events that align with individual user preferences.
Empower users with filters for efficient content discovery.
Provide quick access to relevant content to save users’ time.
Gather valuable data on user behavior and preferences.
Implementing filters and consistent components enhances user navigation and interaction, improving usability and fostering a unified vision. Streamlining content navigation with captivating card components ensures a balanced interface that emphasizes both aesthetics and functionality, promoting user comprehension. Emphasizing visual hierarchy and organization facilitates quick access to relevant information, while tailored mobile responsiveness enables seamless browsing on smaller screens. Promoting reusability through the integration of scheduling components constructs a versatile system capable of accommodating dynamic information updates.
Cards streamline content navigation and establish an interface that seamlessly balances aesthetics and functionality, ensuring user comprehension.
Structured visual layers and grouped content enhance user comprehension. This visual arrangement aids users in grasping connections between diverse cards and swiftly locating relevant content.
After comprehensively exploring event types, I embarked on a series of iterative processes to pinpoint the optimal classification method for organizing events within the “Carnaval del Sol Event” and broader “Latin American Experiences” framework. To ensure accuracy and user-friendliness, I conducted rigorous user testing sessions involving individuals who were non-Spanish speakers. This testing phase was a crucial validation step, confirming the most effective and intuitive approach to filtering and categorizing the events.
The Design System is the infrastructure for the long-term website. It was a big improvement in the target size to make clickable spaces and create a color palette using colors that meet the Accessibility(WCAG 2.1) contrast requirements.
To add consistency among the website, I made a basic design system and used Figma Components, Auto Layout, and Variant to make/organize a basic design system that the developer agency and other future designers can use.
Although my responsibility was from researching to delivering wireframes I ended up creating Hi-fi mockups of main pages for the CEO to approve the design.
For the presentation with the developer agency and stakeholders, I and another UX designer made a document that explained all of our work including how they can use it this time and in the future.
I gained valuable insights while organizing the design sprint in a tight 48-hour window. Though challenging, the experience was ultimately rewarding. Thorough planning and setting clear goals were instrumental in ensuring effective collaboration. Additionally, I honed my skills in managing parallel design stages to achieve MVP goals.
The utilization of reusable components facilitated the adaptation to constant changes during the design process. Leveraging my background in a startup environment, I remained focused on our primary objective while accommodating product adjustments aligned with program updates.
I came to understand that a successful UX process involves patient coaching and clear design demonstrations, cultivating client engagement and trust. The use of prototyping aids in visualizing the end product, empowering clients to provide valuable feedback, and expediting decision-making and development.
