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Updated Favicon with additional detail and symmetry

H.P. Rawlings Conservatory

The digital presence of a Baltimore city gem, the H.P. Rawlings Conservatory faced challenges that necessitated a rejuvenation.

 

Broken links, pixelated images, and outdated or missing information were prevalent on their website, leaving visitors with a less-than-optimal experience.

Hands holding a tablet browsing the What's In Bloom page

As a UX team of one, my work focused on seamlessly intertwining user-centric design with the Conservatory's strategic goals to not only address existing issues but to elevate the overall online experience.

Screenshot of a Notion page organizing testing for the project

UX RESEARCH

Zoomed out view in Figma of the website's pages currently and updated

UX DESIGN

Detail of a Google Doc organizing the written content of the website

CONTENT DESIGN

Stakeholder Alignment

The initial Client Call and Stakeholder Interviews laid the foundation for a collaborative redesign, where I delved into the Conservatory's ethos to ensure a tailored approach balancing user needs and organizational goals.

CONTINUED COLLABORATION THROUGH:

CENTRAL REPOSITORY

Updates, collaboration, and feedback on Notion

WEEKLY PROGRESS CORRESPONDANCE 

Keeping communication open and the feedback cycle fresh

BI-WEEKLY MEETINGS

Face to face collaboration, alignment, and feedback

Conservatory project Notion screenshot with project overview

Reviewing previous Research & Design Artifacts

Zoomed out of view of a Maze testing flow

RESEARCH

What was done and learned?

What is still relevant?

Site Map for the new Conservatory website

INFORMATION ARCHITECTURE 

Does the content support the current map?
Is this what a visitor would expect?

Typography scale for the previous website desing

DESIGN

Does the current design visually represent the Conservatory?

Creating a stronger visual identity

Corben

Poppins

New typefaces and improved type scale for better visual hierarchy

Rawlings Teal*

#329599

Midnight Green

#023436

English Violet

#56445D

Pale Dogwood

#E7DBD9

Mint Cream

#E6EFE9

Improved color palette to compliment, not compete *Required color

Previous Website's Favicon

Favicon before

Updated Favicon with additional detail and symmetry

Favicon updated

Previous Logo, text and illustration of the Palm House lacking detail

Logo before

Updated logo with more detail in the top of the Palm House weathervane

Logo updated

Updating the designs

Previous live site home page

Previous live site

Previous design team's mockup of the Home page

Previous designs

Updated Home page with new typography and color palatte

Updated

The Conservatory website seen on different screen sizes

In total, 8 new pages were added to create a richer experience for visitors. These included individual house pages and a dedicated history page.

Content Audit

A critical phase in the redesign process involved conducting a Content Audit. This involved a comprehensive review of the existing content landscape, identifying gaps, redundancies, and areas for improvement.

Screenshot of an Airtable Content Audit of the Conservatory website

Better Solutions

A focused Competitive Analysis not only gained insights into industry trends but also sought solutions to save Conservatory staff time.

By implementing evergreen content strategies, I aimed to reduce the need for constant updates, while also providing visitors with a rich experience.

Competitive Analysis screenshot

Alternatives to constantly updating plants in bloom

User Testing

FOCUSED ON PROJECT GOALS

INCREASING VISITORS

Success! 

INCREASING DONATIONS

While the Conservatory might be lucky to have two amazing organizations supporting them, this is a point of confusion for potential donors.

INCREASING VOLUNTEER SIGN UP

Success! 

Click rate and results of Maze testing of the upated designs
Alert Icon
Alert icon

Donation Flow Improvements

Informed by Stakeholders that both organizations have equal importance, it was vital to be diplomatic here.

Description of how the Seattle Public Library is supported by multiple organizations

How other organizations handle multiple channels of support

Photo of the Palm House with a boom crane next to a text box describing the role of the Baltimore Civic fund

Better explanation of each organization’s impact

Mobile Optimization

I-phone mockup of the Visit Us page
I-phone mockup of the Garden Etitquette page
I-phone mockup of the Donate page

Finalizing Content

STAKEHOLDER COLLABORATION:

REVIEW & UPDATE

Created a shared document to track changes.

BALANCING NEEDS

This iterative process ensured alignment with project goals and a balance between informative and engaging elements.

Screenshot of Google doc with updated content and comments

Development

WORDPRESS IMPLEMENTATION

Navigating from design to development, the project transitioned to the WordPress platform—the Conservatory's preferred choice.

DESIGN SYSTEM

I introduced a comprehensive design system for WordPress, empowering the Conservatory with reusable components for seamless future updates.

CUSTOM CSS

While WordPress provides a lot of customization, additional CSS styling was necessary to achieve the perfect design.

Screenshot of WordPress interface

David, Conservatory Stakeholder

"The new site has turned out even better than I could have imagined. Beautifully designed, easy to use and to find information, it's an extraordinary leap from the previous site and one that we definitely need in terms of timing for a fundraising effort."

Next Steps

With the new website launched, a plan for live user testing is poised to measure the site's effectiveness.

Key Focus Areas:

  • Live user testing

  • Analytics-driven measurement of bounce rate and time on the page

 

Post-launch, the project doesn't conclude but transitions into a phase of assessment and analytics, geared towards surpassing project goals and exceeding user expectations.

An I-phone displaying the Explore the Conservatory page on a white table
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