UX Case Study: Circus Couture Website
UX Case Study: Circus Couture Website Redesign
Circus Couture is a non-profit organization that raises money for pediatric cancer care and research. Each year, they hold an event to raise funds, which benefits The Children’s Specialty Center of Nevada (a local chapter of Cure 4 The Kids Foundation). After volunteering for the event last year, I decided to volunteer my time this year to redesign their current website to improve its users’ experience, increase web traffic volume, and hence increase support for the organization.
· Ben Henson – Technical and Migration
· Eric Larsen – Website Manager
· Amber Williams – Project Manager and Cure for the Kids representative
· Dawn Marie Bernhard – Circus Couture Chairman of the Board
· User researcher
· Information architect
· Visual and Interaction designer
· Usability expert
· User interviews, user surveys (Typeform), user journey mapping, personas
· Grouping information clusters, content hierarchy, site mapping
· Workflows, task flow diagrams, lo-fi wireframes (pencil sketches)
· Mid-fi wireframes, clickable prototype (Figma)
· Test plans
March 2018 - present
Research and Ideation
I first needed to know the strengths and weaknesses of the current website, so I began my research by sending out a survey to a group of people and get their opinions on the current website. I first had them perform the following tasks on the website:
1. Find information about the event and purchase tickets
2. Find information on volunteering for the event
3. Find information on how to donate to the organization
After performing the above tasks, I then asked them the following questions:
1. Was it easy to navigate the website in order to achieve the above tasks?
2. If no, what was difficult about it?
3. What do you like about the current website?
4. What do you NOT like about the current website?
Of all the responses, 43% thought it was relatively easy to navigate the website, while 57% thought that it was rather difficult. Those who thought it difficult to navigate through said that the navigation was not very clear and that information was hidden within too many tabs.
Was it easy to navigate the website?
When asked what they liked about the current website, only a few provided me with positive feedback. They said the fonts and header were beautiful, and that the buttons on the home page were useful, but majority of the responses said otherwise.
Many of them do not like the website because it’s too dark and it isn’t mobile-friendly. It feels clustered and confusing. Some links are not easily accessible and information is also too spread out.
To help me come up with ways to resolve the website’s pain points, I asked the same group “What can we do to improve the website?” and received the following responses:
· Condense the number of tabs and make information more concise.
· Lighter and more inviting, and cleaner interface.
· Make the “volunteer” and “donate” options more prevalent, as it is after all a non-profit organization and not just an annual circus/fashion show.
· Make the home page more dynamic. The event happens in late September/early October, so having the “buy tickets” button front and center on the home page makes it confusing for users.
· Have downloadable documents and schedules available, especially for volunteers
· Provide other options for donating, especially for cash donations (i.e. not just via Paypal or credit card)
I also wanted to know who the website’s users are, so I reached out to the organization’s Business Manager, Production Manager, and Volunteer Coordinator and asked them what the general demographic of their website’s users is. The following are their answers:
· Their users are adults ages 18+
· Most of them are from the pediatric cancer and hemophilia community
· Family and friends of patients
· Doctors, nurses, care givers
· Many come from the circus community, especially their volunteers
Reginald Clark is a 52-year old man living in Macau. He is a father, a husband, and the CFO of a prestigious hotel and casino enterprise in Asia. Thirteen years ago, he lost his eldest child to pediatric cancer. Upon learning about Circus Couture when it launched in 2010, he decided to be an avid supporter of the organization and has since donated generously to the organization.
Andrea Olivier is a 19-year old gymnast and aerialist from Montreal, Canada. Her dream is to be part of a Cirque du Soleil touring show and travel the world while doing what she loves. However, she needs to get more experience performing in live shows. When she heard about Circus Couture, she thought that this would be the perfect opportunity for her to get experience, showcase her talents, and get connected with people in the industry -all while being able to help out a great cause.
Arthur Glass is a 36-year old entrepreneur in Las Vegas. He designs and builds custom furniture for commercial and residential clients. Two years ago, he learned that one of his clients’ son was diagnosed with leukemia. His client told him about Circus Couture and how they have helped fund the clinic his son is being treated at. Arthur made a promise to support the organization. Since then, he has never missed an event. He has even spread the word out to his friends and family to support Circus Couture. Each year, he reserves a VIP table to watch the event and with each passing year, that table keeps on growing.
· Reginald (the donor)
Home → Donate
· Andrea (the volunteer)
Home → Volunteer → Volunteer form
· Arthur (the patron)
Home → Event → Buy VIP tickets
Apart from redesigning the website's overall layout, I also designed screens that are optimized for tablet and smart phone use in order to make the new website mobile-friendly.
The UI design is currently in progress. Once completed, a prototype will be built, tested, and presented to the organization's board of directors. The design will then be finalized and handed over to the developer for production.