Music Victoria
Client:
Music Victoria
Role:
UX/UI Designer
Year:
2024
The Brief
The Music Victoria website’s current structure makes it difficult for free members to navigate effectively, understand the benefits of essential membership, and complete the sign-up process. This leads to user frustration, high drop-off rates, and missed opportunities for membership upgrades.
The Objective
Our objective is to thoroughly understand the client’s needs and user behaviour on the Music Victoria website.
This involves identifying specific navigation issues, such as where users get stuck or drop off, and determining the causes of these challenges. By analysing these pain points, we can develop strategies to make website navigation more intuitive and purposeful.
The ultimate goal is to enhance the overall user experience by prioritising key issues and implementing solutions that guide users smoothly to the information they need, ensuring the website effectively meets both user and client expectations.
Process
Our design process for the Music Victoria UX Capstone project was comprehensive, combining user research and usability methods to identify and address navigation challenges. Each step informed our final prototype, focused on creating a more seamless and intuitive user experience.
Case Studies
Contextual Interviews
Interview Analysis
Pain Point
Card Sorting
Heuristic Evaluation
Qualitative Coding
Tasks focused in this project
Our solution for the Music Victoria website addresses key usability issues and enhances the overall user experience by making membership navigation and upgrade processes more intuitive and accessible. Through a series of targeted redesigns, we focused on the following improvements:
Revamped Homepage: A refreshed, user-centered homepage design that highlights key areas of interest and guides users toward essential features and membership information.
Streamlined Member Sign-Up and Profile Access: A simplified, intuitive process for signing up and accessing profiles, ensuring that users can join and manage their membership with ease.
Step-by-Step Gig Submission Form: A clear, guided form for submitting gig information, designed to reduce confusion and improve submission accuracy for artists and event organizers.
Enhanced Member Portal: A redesigned portal featuring a persistent navigation bar and updated pages for membership options, events, discounts, and job listings, creating a more organized and accessible experience for members.
These improvements, showcased in our high-level interactive prototype, provide a seamless user experience that aligns with Music Victoria’s mission to support a vibrant and inclusive music community in Victoria.
Key takeaways
This project highlighted the importance of user-centered design in enhancing website engagement and satisfaction. By focusing on user needs and conducting thorough usability testing, we developed a more intuitive navigation and membership experience that reduced drop-off rates and improved accessibility. Simplifying membership tiers and clearly outlining benefits helped users better understand the value of upgrading, directly supporting Music Victoria’s goals for membership growth. Additionally, streamlining processes, such as the gig submission form and member sign-up flow, made these actions more accessible, reducing user friction and improving the overall experience. Together, these insights reinforced the impact of a research-driven design approach for achieving both user and organisational goals.