Redesigned the (Solo International Performing Arts) SIPA Festival website for a superior UX, driving a 15,233% traffic surge & 2,000+ new users in 30 days.
Role as UI/UX Designer & Woordpress Developer
Indonesia, Solo International Performing Arts .2024
Industry
Culture Arts
Project Type
Project Volunteer
Duration
4
weeks
Research // 1 weeks
Ideation & sketch // 1 weeks
Design MVP & Hi-Fi // 2 weeks
Testing // 3 days
Services
Tools Design
Miro, Figma
Tech Stack
Wordpress
The project focuses on redesigning the user interface to elevate satisfaction and engagement for a global audience. The goal is to create an intuitive, visually appealing platform that ensures seamless interactions and delivers an optimized user experience on all devices
Want to create something like ?
Problem
The website lacks an appealing design suitable for an international art event and falls short in terms of accessibility
Approach
Put the User First.
Instead of guessing what people wanted, i started by listening. All of our design choices were based on feedback from real users to make the website genuinely helpful and easy to use.Created a Professional Look and Feel.
I chose a beautiful dark green and gold color scheme to give the festival a strong, memorable, and professional brand identity.Made It Easy to Find Everything.
I carefully organized all the information on the site. Our goal was to make sure anyone could find what they needed, like the performance schedule or photo gallery, without getting confused or lost.Told the Festival's Story.
This wasn't just about providing information. We added a special "Visual Journey Through Time" section to showcase the festival's rich history and create a real emotional connection with the audience.
Here i do
My Methodology
I started with a deep dive to gather both quantitative and qualitative data:
Heuristic Evaluation: I began by conducting a thorough expert review of the existing website. This allowed me to identify immediate and obvious usability flaws, such as inconsistent navigation, a confusing layout, and a lack of clear calls-to-action.
User Surveys: I surveyed past festival attendees and new users to gather direct feedback. The data was clear: over 75% of users reported difficulty finding the performance schedule, and many described the site as "cluttered" and "unprofessional."
The Measurable Benchmark: I ran a usability test on the old site, which scored a dismal 45 out of 100 on the System Usability Scale (SUS) a clear 'F' grade. This score became the key metric I was determined to improve.
Whats Next ?
Establishing a Sophisticated Brand Identity
The festival needed to feel prestigious. Through mood boarding and style exploration, I established the sophisticated dark green and gold color palette. Why? Because these colors convey a sense of heritage, culture, and professionalism, which instantly elevates the brand identity.Building an Intuitive Blueprint (Information Architecture)
I completely redesigned the website's sitemap. My goal was to reduce the average number of clicks to find key information by 50%. I organized content logically, ensuring that the schedule, artist profiles, and gallery were accessible from anywhere on the site in just one or two clicks.From Blueprint to High-Fidelity Design
I translated this new, streamlined structure into low-fidelity wireframes to focus on pure usability. Once the layout was perfected, I built the complete high-fidelity, interactive prototype in Figma, defining the visually stunning and user-friendly experience that would become the final product.
The Final Execution
Engineered a visually captivating interface using the new color palette and a clear content hierarchy, immediately signaling the festival's professional and cultural significance.
Built a "Visual Journey Through Time" section that showcased the festival's rich history from 2009. This wasn't just a gallery; it was a storytelling tool designed to foster an emotional connection with the audience.
implemented a seamless and accessible user experience, with clear call-to-action buttons, an intuitive contact form, and streamlined navigation to ensure users could find what they needed efficiently.
Massive User Growth: In just one summer, the number of people actively using the website skyrocketed. We grew from a small starting point to 2,600 active users, a huge increase.
A Huge Spike in a Single Day: On August 29th, a key promotion day, the website saw a massive surge of visitors. The number of active users jumped from 42 to 460 in just 24 hours.
Incredibly High User Engagement: People weren't just visiting; they were actively using the site.
They took over 13,000 actions (like clicking, watching, and reading), which was a massive increase.
Nearly half of all visitors actively engaged with the website's features.
Dominant Local Reach, Promising Global Growth:
The vast majority of our users (2,400 people) came from Indonesia, proving we had successfully captured the local market.
We also saw exciting early growth in other countries, including the United States, Australia, and Malaysia, showing the new design was effectively reaching a global audience.
