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Website redesign

Design annotations for the American Anthropological Association's home page and online store.


Problem

My IT team and I are constantly on the look out for new solutions to replace some of our aging systems. I discovered Webflow, a CMS platform that also features a quick page builder, and decided to test out the product by redesigning two of the American Anthropological Association's pages - the home page and our online store.


Artifacts

  • Web page redesign
  • Design annotations
  • Content audit
  • Heuristic analysis

Tools

  • Webflow
  • Omnigraffle


My role

I iniatiated this project and produced all the deliverables.


Before

Home page


Online store

The content audit and heuristic analysis revealed several main problems on the home page and online store:

  • Content is poorly organized
  • Important features and actions are not easily findable
  • Inconsistent and unnecessary styling makes authentic CTA's confusing

After

Home page

Online store

For the redesign I created a refined color palette using AAA style guides, which helps to focus the user on the important content without creating visual overload. I also reduced unnecessary decorative features, allowing important features like the primary and secondary navigation bars, and CTA's to stand out.


In the end, we concluded that Webflow was not the ideal solution to our needs, it was a useful exercise as we are now considering ways to reskin our online shop for a better user experience.


Results

In the end, we concluded that Webflow was not the ideal solution to our needs, it was a useful exercise as we are now considering ways to reskin our online shop for a better user experience.


You can check out the Webflow version of the redesign here.