During our UXDI course at General Assembly Singapore, our team undertook a project to improve The Projector's website. We aimed to identify user gaps, pain points, and implement digital solutions. By reorganizing content and optimizing offerings, our goal was to enhance the user experience and authentically represent The Projector's brand.
We worked on 3 initial assumptions, as we recognized The Projector's serves a niche community and demand in the local space. Hence we posited there might be certain traits and characteristics amongst their users.
Our approach involved framing questions based on the assumptions we had crafted, ensuring a strategic alignment between our initial hypotheses and the information gathered from users.
Identified 3 distinct groups of patrons, with their common themes.
Adrian is part of the Arts and Culture group.
Aqid, Danial and Dinie are part of the Film Buffs group.
Creating an about the "Artist Card" that gives a brief description and links socials.
The idea was to provide local artists with a "platform" through the creation of this card, aiming to increase visibility for both the artist and the event.
Increasing visibility and optimizing information about the Membership Program.
In the current design, there was low visibility of the Membership Program. Even after users discovered the page, they were unable to immediately understand the benefits of the program and instead were greeted with the price points. Without understanding what it entailed, it deterred users. Our redesign aimed to highlight the benefits and redirect users to a "see prices" page and surface the program to the Homepage.
Optimising the filtering system.
The Projector has adopted 2 distinct filtering systems on their site, resulting in inconsistencies. While certain aspects of each system were effective, our solution aimed to create an optimized version that offers flexibility in selecting both an "experience" and a preferred date.
Establishing visual hierarchy and enhanced information architecture in the Homepage.
An optimised browsing experience.
Enhancing readability in the event and film description pages.
To validate our designs, we tested with 5 users remotely on a mobile prototype, our purpose was to test the updated flows with the goal that users could easily find, share, and engage with event details, explore membership information, and filter films via date.
"Without any prior knowledge of The Projector and based on the site, I can tell The Projector offers more than a cinema experience."
The Projector is indeed not your average cinema, providing more than just movies. It serves as a hub for unique experiences, a sanctuary, and is a steadfast supporter for communities that might otherwise feel overlooked.
Our design solution aims to authentically capture the essence of what makes The Projector special, ensuring a true representation in the digital space. By doing so, we strive to mirror the heart and soul of The Projector, inviting users to explore and engage with an online presence that mirrors the genuine warmth and inclusivity of this extraordinary cinematic haven.