Kansas City Young Audiences
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PROJECT BRIEF:
Redesign the online marketing of Kansas City oung Audiences and related properties to better reflect the brand and make the experience more user-friendly. KCYA is the largest regional nonprofit organization that offers classes and programs in teh arts for children, teens, and adults. Classes can be taken directly through KCYA, or through 3rd party organizations that purchase the classes. My roles included:
- infomration architecture (500+ pages)
- product strategy
- interaction design
- visual design
- frontend development (PHP, CSS, HTML)
SOLUTION:
KCYA's existing online experience was spread across 3 large web sites that were designed based on internal structures rather than a cohesive marketing design strategy. This is a common problem for large non profits where the largest issue is with information design based on prodcut divisions.
The first step was to map and document the totality of KCYA's online pages, content, functionality, and writing. The key problems were identified and discussed around personas. The navigation was confusing becuase KCYA was treating online marketing and print marketig differently and not as a cohesive product. After documenting the structure a new taxonomy was created working with the print designer and the marketing team. User needs were prirotized and redefined.
The result is a marketing effort that is "by design" and removes inconsistent and confusing messages. The three online sites were repackaged as "services" , redundancy was eliminated and cleaned up, and a focus on goals became priority.
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