HANDS Art Center Case Study
HANDS Art Center
Case Study Details
HANDS Community Arts Center - Website Funnel
My Role: Lead Designer
Tools used: Figma
Responsibilities: Creating a streamlined lead generation funnel for program guide
This website UX case study focuses on improving the overall user experience for HANDS Community
Arts Center through accessible design and social media branding to support a streamlined lead generation funnel.
In this Agile group project, I worked as the Lead Designer, helping my team members work through the toughest Design issues.
My personal goal was to guide users toward class registration and program discovery while meeting WCAG accessibility standards. Design decisions were validated through moderated usability testing to ensure the experience worked for real users before final implementation.
HANDS Art Center
Accessibility & Branding Considerations
The Situation: My group members needed help with creating a more accessible and user-friendly website
for HANDS Art Center, a local community arts organization. I needed to design an efficient lead generation funnel
that would guide users toward class registration and program discovery.
To ensure consistent branding, I created a style guide that included the HANDS Art Center's color palette, typography, and visual elements.
This style guide served as a reference for all design decisions, ensuring that the website maintained a cohesive and visually appealing
look while adhering to accessibility standards.
HANDS Art Center
Initial Task
& Lo-Fi Prototype
My Task was to develop the initial wireframes & prototypes using Figma. My group members had noticed I was able to
work quickly and efficiently in a program I was very familiar with, so they worked together to provide consistent feedback
based on gathered research I could utilize in future iterations.
HANDS Art Center
The Plan in Action
I worked to create a lead generation funnel that moves users from discovery to conversion in as little as 3 clicks. The journey begins when a user lands on the HANDS website and downloads the seasonal program catalog. A pop-up will appear, asking for their email and enabling the user to receive the catalog directly to their inbox. This allows the user to easily access the catalog while also providing HANDS with a valuable lead for future marketing efforts. Each stage was intentionally designed to reduce drop off and feel personalized without friction in the process.
HANDS Art Center
User Feedback & Results
As a result, two final moderated usability testing sessions were conducted remotely through Teams using a mid-fidelity prototype.
Participants completed three key tasks: downloading the catalog, reviewing the confirmation email, and finding and registering for a class.
Navigation and class categories were confirmed to be working well and remained unchanged.
The CTA around the catalog download was flagged for clarity, and updated accordingly.
The registration flow was confirmed as easy to complete, but needed clearer feedback to reassure users their actions were successful.
To support conversion, emails were to be tailored based on the user's interests for downloadable content and class registration.
This would also help aid in future Social media marketing and engagement efforts by creating a consistent and personalized experience
for users at every stage of the lead generation funnel.
HANDS Art Center
Citations
Lead Researcher: Kelsey Leigh Hensley
Lead Designer: Jessica Perlin
Lead Test Engineer: Destiny Lawrence