Action Design Network is a national non-profit at the intersection all things behavioral design. Their brand and digital experience needed to better match their impressive presence and industry position.
Their main goal was to improve traffic and access to their bread and butter, Events, while overhauling their branding to stand out within the behavioral science space.
Over a period of 3 weeks, I designed a responsive web presence prioritizing access to their Events that leverages compelling imagery and just enough levity and whimsy. ADN is now at once at home amongst their behavioral science counterparts and will be remembered for their uniqueness.
Action Design Network
what i did
Use the slider to see the before and after.
An updated, dedicated events flow
After a proto persona client workshop, I created 3 divergent concepts and executed over 6 hours of desirability testing with different representative end users and members. The most popular style tile was the foundation for the site.
The Absurd and the Surreal
Brain, Patterns and Connection: Style Tile
Man's quest to know himself: Style Tile
User and client feedback led me to establish a visual design system. Its application began to bring the site to life. The final design sytem was delivered via Zeplin.
01/ Continue to Validate the UX
It was clear over 20 hours of interviews that there were still some pain points in terms of heirarchy and IA. More exploration is needed to continue to refine their IA structure and validate with usability testing.
02/ Copy is King
Users clearly indicated their desire for a familiar, more informal brand voice and tone throughout this project. I was able to make small, impactful tweaks to the copy of the wireframes to users’ delight. A future consideration would be to collaborate with a copywriter and content strategist to continue to develop their brand voice.
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