SUMMARYDesigning a responsive platform with information architecture to drive user acquisition and engagement efficiently.
RoleUX/UI Designer
clientModega (Movers Bodega)
Key ChallengesBalancing novice and power users
Creating a scalable product to grow along with the studio
Resource constraints
Client Ask“Design a responsive website, that can attract both existing and new customers to book at our studio and increase customer conversion rate”
Modega is a dance/rental studio that was built during the Pandemic and aims to enhance the dance scene in New York City by providing dancers of all levels with an affordable and accessible variety of classes. The primary goal is to connect dancers with a diverse range of instructors and disciplines.
However, the overall dance industry is severely lagging in design and usability, particularly when it comes to finding all the information needed to book a class.
I wanted to tackle this project as a means to transform dance's digital space to catch up with the overall fitness industry and bring more business to Modega.
Our ApproachDevelop an interactive, visually striking tool to communicate critical information effectively.
Specific to Modega, the studio is in dire need of a central place where all levels of dancers can find what they're looking for.
How could I design a platform that is engaging to both seasoned dancers but also new dancers that have lack knowledge about anything related to dance? Capturing both users would result in Modega growing as a business and allow them to expand their offerings over time.
Project Highlights How did I lead this project to success?
Research and Planning: I initiated the project by conducting thorough research, including user interviews, competitive analysis, and surveys.
Collaborative Design Process: Use interactive storytelling techniques to guide users through the information.
Implementation and Testing: I oversaw the implementation phase, ensuring the design was faithfully translated into the final product.
Research and PlanningGaining an understanding of user needs and industry standards was essential in defining clear project goals and design requirements.
After projecting some solutions to my user’s problems, I needed to visualize them through wireframing and sketching.
My goal at this point was to let user needs drive design decisions & reference many different design patterns
I presented wireframes for the homepage to stakeholders.
User InterviewsConducted to understand user pain points and needs.
How did we get here?Competitive AnalysisEvaluated competitors to identify best practices.
Survey & user journey mapGathered quantitative data on user preferences and behaviors.
Collaborative Design ProcessRegular collaboration with the team and stakeholders was key to refining and improving the design.
Not only does Modega provide classes for all levels of dance, but a significant portion of revenue is found in the off hours when people want to reserve Modega's space.
Meeting with the stakeholders, I wanted to get a sense of how these bookings operate on the back end, and make sure that our solution complies with how they manage this part of the business.
Stakeholders noted that they like maintaining human interaction through DMs and email requests because it helps them connect with users and also allows them to be flexible with their reservations.
The main question was how do we design something that users can use to take some of the mental burdens off when it comes to booking with Modega?
How did we get here?After talking with stakeholders and engineers, we decided to implement a form that essentially fills out an email with the selected answers.
This way we can guide the user through the process on the platform, give them all the necessary information they need to provide, and keep the human interaction the same after the rental form is completed.
Today the form has been successful in facilitating a smooth process for both customers and Modega staff.
Implementation and TestingConducting usability tests, gathering user feedback, and proper documentation.
Conducting usability tests and gathering user feedback allowed me to make necessary adjustments, guaranteeing a seamless and engaging user experience. The focus on interactive elements and intuitive navigation was critical in achieving the project’s goals and driving user engagement.
How did we get here?The goal is to deliver functionality and a pleasurable user experience but also cut down on technical debt, as resources are limited.
We would periodically meet to update on progress, and specifically to field technical questions with the engineer.
Here is a secondary navigation for mobile, allowing the user to jump from sections of the page with ease to cut down on time on task.
I initially designed it so that the secondary navigation would also indicate the section of the page the user is currently on.
After meeting with the engineer, we deemed this as a "nice to have" and found a solution that would both satisfy the users' needs and cut down on technical debt.
Simply changing the secondary navigation as a "jump to section" that wouldn't mark as an indication cut down significant effort and use of resources for engineering.
This is one example of how I communicate with engineers to make sure that the design is efficient and works within the scope and budget of the project.
Results & Key Takeaways89% Task Completion Rate
During usability tests, users were successful when performing multiple tasks from booking a class or finding a faculty member, to successfully renting a studio. Modega users can now access all of the studio's offerings from one centralized location, increasing searchability and enhancing the studio's credibility. The website's consistency across desktop and mobile devices simplifies booking and searching for power users while being able to explore Modega before visiting the space helps increase trust among novice users.
Key Takeaways
I helped in creating and delivering a complete design that stakeholders were happy with while handing it off to engineering in a way that satisfied their needs. In an industry that lacks UI/UX, this platform helps Modega set itself apart from competitors by complying with best practices and creating an experience that all types of users can enjoy. From design to actual implementation, we built a process that’s scalable and cost-effective.