The redesign of DMA's website began with an evaluation of their old website. The client expressed a need to provide a better user experience and to update the look and feel of the site. While attempting to navigate their old site, I quickly noticed that it was confusing and overly complicated to look at. As a first time visitor, I was overwhelmed by the amount of information being given to me at once. I didn't know where to focus my attention or where to click first. Because of this, I knew immediately that I wanted to simplify the site. I wanted visitors to have an easier time directing themselves throughout the site.
We decided to decrease the amount of links on the top navigation to create a clearer, more effective experience. The client mentioned that registration on her old site was successful, so I made sure that it would have a prominent spot on the website. I placed the 'Register Here' call to action within the main navigation so users could always be one click away. I also advised the client to condense and minimize their content. We would concentrate on what was most important and relevant to their existing and forthcoming customers.
While designing the website I wanted to capture feelings of inspiration, strength, and exceptional training. I wanted the photography and imagery in the design to be full of emotion, impactful, and awe-inspiring. The impressive photo of the dancer used in the hero banner immediately conveys the beautiful artistry and expressive dance training that the studio provides. These characteristics were used consistently throughout the site through the use of colors, typography, and other dance photography. A serif font was chosen for the links on the navigation to stay consistent with their existing logo and the studio's sense of artistry. The other was a modern, bold sans-serif font selected to embody the attributes of strength, value, and excellence.
Goal and Vision for the Site
The client expressed that two of her main goals were for her current students to be able to access class information easily and for new visitors to become familiar with the studio's philosophy and training style. She wanted to convey to the audience that they are a high level training facility and that their instructors inspire students to be creative. Vibrant and energetic images of current students are distributed throughout the site to capture the audience's attention and to illustrate what the dance academy is all about.
Lastly, the website was not mobile friendly, so it was adapted to give young users the ability to access all of the site's information on their phones or tablet devices.