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The Prague Pride Festival is an annual event that celebrates the LGBTQ+ community with a wide range of programs, including parades, workshops, concerts, and discussions. The project aimed to redesign the festival’s website to better serve its diverse target audiences: visitors, festival partners, potential sponsors, donors, and the media.
The primary goal was to create a user-friendly, visually appealing, and functional website that would improve engagement, highlight the festival’s values, and support fundraising efforts.
Complex Information Architecture
The website had to accommodate a wide range of content, including event schedules, partnership opportunities, and donation options, while maintaining clarity and usability.
Fundraising Focus
Enhancing the 'Support Us' page to attract small donors and improve conversion rates was a priority.
The website needed to cater to young visitors, queer seniors, festival partners, sponsors, and media representatives, each with unique needs.
A redesign brings significant long-term benefits to an organization. By improving user experience, it ensures easier navigation and higher engagement from visitors. Modern visuals and enhanced functionality boost the organization's credibility, fostering trust among users and stakeholders. A consistent design strengthens the brand identity, aligning it with the organization’s mission and values. Additionally, an optimized structure and content improve SEO performance, increasing visibility and driving more organic traffic. This, in turn, leads to higher conversion rates, as streamlined user journeys encourage more donations, sign-ups, or other desired actions.
1. User Research
Goal: Understand the needs and expectations of the festival’s diverse audience.
Methods: Conducted surveys, interviews, and competitor analysis.
Outcome: Identified key user pain points, such as difficulty finding specific event details and a lack of clear donation pathways.
2. Information Architecture
Goal: Organize content logically to support user journeys.
Approach: Used a conversion funnel structure to guide users from engagement to action.
Outcome: Developed a sitemap that balanced content accessibility with simplicity.
3. Visual Design
Goal: Create a visual design rooted in the festival’s brand identity.
Elements: Utilized a festival pattern in the background, bold typography throughout the website, and an editorial graphic style for a distinctive look.
Outcome: Delivered a visually cohesive design that resonated with the audience.
4. UX/UI Enhancements
Goal: Improve usability and accessibility.
Methods: Prototyped key pages and conducted usability testing.
Here’s a glimpse into the interactive prototype I created to map out the connections between key pages during the redesign process. This prototype played a crucial role in usability testing, allowing me to assess navigation flows, gather user feedback, and fine-tune the final design to ensure an intuitive and engaging user experience.
The homepage serves as the primary navigation hub of the entire website, providing visitors with key information and navigation options right away. The hero section features the main areas users are looking for, ensuring clarity and quick access to important sections. To maximize space efficiency, the area for corporate partner logos has been reduced and replaced with a slider, allowing for an elegant display of multiple partners without overcrowding the page. This adjustment contributes to better content organization while maintaining a clean and modern look for the website.
The partnership page has been designed with a sales-driven structure, aiming to engage potential partners and showcase the festival’s impact and reach. The page highlights the benefits of collaboration, features successful partnerships, and provides an overview of corporate partnership and support opportunities. This approach is intended to demonstrate the value of collaboration and encourage companies to get involved with the festival.
