We settled on serif and sans-serif fonts that would help complement the elegance of the company. The original website’s background colors were grey gradients since we are working with a white background on the redesign, we tweaked the hues so that the colors will stand out. We stuck with Philadanco’s current color scheme, but chose more saturated versions of those colors. The initial wireframes we made were used to create clickable prototypes for usability for testing.Īs we were working through iterations of the site’s structural design, we also developed a style guide that was influenced by the color scheme of the original website. We designed using the Mobile First approach to ensure that the lack of responsiveness in the original website was being addressed. As a group, we consolidated our ideas and were ready to start creating wireframes. Based on the results from this research, we developed a site map to further organize the structure of the site.Īfter developing the site map, each group member created wireframe sketches to generate possible ideas of what the future site will look like. We started the process with a content audit, and performed card sorting exercises with our target audience to better understand their thought process on the potential structure or information architecture of this site. We started out this project by researching the target audience and gathered their general thoughts on Philadanco. We will also create a sophisticated and intuitive information architecture so that the site would be easier to navigate. Navigating the site and finding specific information was also difficult.įor the redesign, Philadanco had two main goals 1, to make the donations more prominent, and 2, to allow the user to purchase tickets on their website without being re-routed to an external website. Our goal with the website redesign was to make sure that the new design reflects the company’s values and missions while promoting efficient UI and UX. This made the navigation and text of the website very tiny and unreadable on mobile devices without pinching and zooming. The site was not responsive, meaning that the layout was not optimized for mobile or tablet devices. Philadanco! came to us with this problem: the website they are currently using is outdated and not user-friendly. Their mission is to present the highest quality of dance performance while also increasing the appreciation of dance. Philadanco! was founded by Joan Myers Brown in 1970 with the purpose of providing a dance institution for African American students. Utilizing a user-centered design process, we strive to deliver a user-friendly, eye-catching website that reflects the values of Philadanco. Our team of 5 undergraduate Interactive Digital Media took on this challenge. Philadanco came to Drexel University looking for help with redesigning their website that would better project their brand image while allowing them to maintain the content internally. Their previous website was initially funded by a grant for the arts, and was maintained by an external agency. As a non-profit organization that is internationally known for their innovation and captivating professional dance performances, maintaining a web presence that promotes their brand image and helps with ticket sales for their performance is of the utmost importance. Philadanco, also known as the Philadelphia Dance Company, was in need of a new website.
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