Home Page Redesign

Art Fund

Following our successful work revamping the National Art Pass section of artfund.org, we received a new brief to redesign the homepage.

The brief: to offer a much simpler proposition to visitors. It should clearly articulate who Art Fund are and what they do; it should provide clear pathways to the main areas of activity; it should promote and provide a clear route for National Art Pass purchases and renewals; and it should allow the content team the flexibility to highlight key initiatives, campaigns and editorial content when required.

The issues and problems we needed to address were:

Multiple audiences: Art Fund is a multifaceted organisation providing a breadth of services to a variety of different audiences identified as; Culture seekers, Active Givers and Art Professionals.
Service organic traffic: Overall organic visits to the homepage have an 11% CTR; however this drops to 1.7% CTR when looking at unbranded terms
Footer: The footer could work much harder to signpost our different areas of activity
Information hierarchy: The current layout does not reflect organisational priorities or user needs
Navigation vs featured content: Must provide clear and consistent signposting while supporting discovery of timely content and changing/seasonal priorities

User Experience Research

SEO Health Check Report

UX Workshops

User Experience Design

User Interface Design

Prototyping

User Testing

Functional and Technical Specifications

Mobile and Desktop Home Page before redesign —

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First, we conducted an in-depth SEO audit giving us deeper insight into the performance and the broader health of the site along with a series of recommendations to take forward into the User Experience phase of the project.

Two collaborative User Experience workshops conducted with Art Fund’s digital team mapped out the complete user journey, defined the brand experience, concept and eventual direction for the redesign of the new home page. A series of User Interface designs followed as (clickable responsive prototypes) which were then tested with the three identified audience types before arriving at the final and current homepage design.

Final UI designs along with functional and technical specifications were supplied to Art Funds web development agency for implementation.

KPI’s

Elevated the overall brand experience – closer alignment with offline visual branding
A homepage which clearly articulates Art Fund’s proposition as to who they are and what they do
Improved user journeys catering for Art funds three primary audience’s – Culture Seekers, Active Givers and Art Professionals resulting in increased traffic to key areas of the site
22% increase in revenue via the National Art Pass section of the site