BETWEEN 10AND5
Improving an existing website
collaborative project
Between 10and5 is the leading platform for showcasing South African creatives and artists, featuring projects, interviews, and videos to raise awareness of the local creative scene.
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This was a collaborative project where the task at hand was to improve the information architecture and general interface of Between 10and5's website to promote user engagement and revenue for the website.
THE CHALLENGE
The challenge was thus to attract and retain more users by improving the IA, functionality, and overall interface of the Between 10and5 website - focusing on introducing video content
As mentioned, Between 10and5 acts as a patronage for upcoming artists wanting to collaborate or promote themselves - raising awareness through their hosted events and online shop of creative works.
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Uno De Waal, its founder, wanted to attract more users to the website to increase the revenue stream. He believed that an increase in video content would be the best way to do so.
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The site's information architecture was also problematic as many complained that they struggled to find key information.
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Considering this, specific focus were placed on increasing video content and reorganising items under labels that better align with users' mental models.
THE APPROACH
Understanding the challenge and users
Competitor analysis
Heuristic evaluation
Card sorting [open]
User personas
Market research was conducted and the business goals were established to obtain a better understanding of the client and user needs.
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An open card sorting exercise assisted us in gaining a better understanding of the user's mental model and ensured that the labels promote findability.
Along with a heuristic evaluation on the existing website we set out the following personas to inform the wireframing phase:
THE APPROACH
Creating a research-based solution
Wireframing & prototyping
Usability testing
With a focus on incorporating more video content, the wireframing phase commenced. During this phase an iterative process was followed to test the low, mid, and high-fidelity designs - ensuring that the user's needs are met.
THE SOLUTION
The proposed solution eliminates ambiguous labels which made navigation a challenge for users.
The restructuring of the website enables users to quickly and easily find what they are looking for - improving the service journey which as a result can lead to an increase in revenue.
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The final design testing showed a 100% task completion rate amongst users.
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• Marc can now easily submit content to Between 10and5 and find job vacancies as an added bonus to promote his career
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• Jeanne can find the 'advertise with Between 10and5' label and make use of these services, this is now not hidden and confused anymore with the ambiguous 'advertising' content labelling
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• Kevin can locate new artists via a range of articles with more video content
A section for related and trending content was included to keep users like Marc on the site.
The online shop, not meeting the users' expectations, was redesigned to better conform to eCommerce norms and assist with revenue growth - adding a shopping basket, the option to remove items once added to one's basket and filters for sorting amongst other lacked features.
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The final prototype of the website can be viewed below:
Between 10and5 improved website design
In collaboration with Thomas Stern and Sarisha Dhaya