Challenge:
Block Universe, London's leading international performance art festival, needed to enhance its identity & online presence to better communicate its innovative and diverse offerings. The existing site’s poor navigation and accessibility were limiting broader audience engagement, and the organization aimed to attract a younger, diverse audience while increasing engagement and revenue.

Solution:
I conducted extensive research, including competitor analysis and user interviews, to understand key customer needs and pain points. I designed a modern, user-friendly interface lead by the updated identity, with streamlined navigation, ensuring ease of access to information and reflecting the festival's artistic quality. Key improvements included the addition of prominent artist sections, a more intuitive event booking system, and better alignment of event details.

Impact:
The developed identity & redesigned platform significantly enhanced user experience, resulting in a 38% increase in user satisfaction regarding ease of use. The new design led to a 12% rise in average session duration and received positive recognition within the performance art scene. Website visits from the target demographic grew by 22%, demonstrating successful audience expansion. Although direct event booking through the site was postponed, users remained content with using Eventbrite, maintaining trust and familiarity.