The short of it
The Playwrights' Center is an amazing program that connects thousands of playwrights with opportunities to better their careers and network with others in their field. Their old CMS platform was limited, and the old design didn't match their vision or the colorful personalities of their users. I led the design and development team to create a powerful new site that better reflected their brand and increased their capabilities.
Design
The old design was mostly minimal and utilitarian to accommodate their dynamic needs, while their print material was rich with color and personality. They had a vast array if different pages, making their navigation cumbersome and difficult for users to find what they were looking for. Thus, our goals became:
- Add rich character and personality to elevate the brand
- Simplify the user flow
- Give users more features to utilize with their membership
- Make the backend more user-friendly for their staff.
We created a design system that brought the brand’s bold, colorful personality to the forefront. Then, we layered content on top of it to create depth reminiscent of a theatrical stage. To highlight the importance of written and spoken word within playwrighting, the design system makes every piece of copy demand attention. We lifted design elements from magazine layout and neo-brutalism to create a versatile and ownable aesthetic that can grow and change from season to season.
UX
To enhance user experience, we consolidated numerous pages, focusing on the most frequently visited topics. This led to a more intuitive user flow. Navigation was restructured to align with user needs and career stages, facilitating easier access to relevant content. We then integrated these improvements into a comprehensive mega-menu, optimized for both desktop and mobile interfaces, ensuring a seamless user experience across devices.
The Science I like to focus on real behavioral science to craft the desired result. Here’s a sneak peek at a few design laws we utilized.
1. Law of Proximity: Elements that are related were grouped together, making the website easier to scan and understand.
2. Law of Similarity: Similar types of information and actions are visually similar, aiding in quick recognition and decision-making.
3. Hick’s Law: The redesign simplifies choices, reducing cognitive load and decision time for users.
Development
We utilized WordPress’ versatile system to create a simple backend for the staff, allowing them to easily edit every page, get detailed user analytics, manage events, and send beautiful emails. Our lead developer was heavily involved in meetings to monitor client wishes and tendencies. The staff often created their own workarounds to make their old system work for them, so we innovated those workflows and integrated them into the new backend to make it easier for them.
Conclusion
The comprehensive redesign of the Playwrights’ Center website marks a significant milestone in the organization's digital evolution. This project transcended mere aesthetic enhancement, achieving a profound transformation in how the Center interacts with its community, manages its resources, and presents itself to the world. The redesigned website is not just a digital platform but a vibrant, interactive stage that mirrors the creativity and passion of the playwright community. It stands as a testament to the power of thoughtful design and technology in amplifying the impact of arts and culture in the digital age. As the Playwrights’ Center continues to grow and evolve, its digital presence is now well-equipped to evolve alongside it, continuing to serve as a vital resource for playwrights and enthusiasts around the globe.
