Project Brief
timeline
6 weeks
ROLE
UI/UX Designer, Design Lead
TEAM
3 Designers + 4 Developers
tools
Figma, Canva, Adobe Illustrator, Relume AI
Overview
The Artificial Intelligence Society (AIS), a non-profit student organization at UTD, had a cluttered website that failed to convert visitors into members. Through competitive analysis and user testing, I redesigned the site with clear visual identity and intuitive hierarchy.
Impact at a Glance
40%
CTR increase (from <20% to 40%) on key actions
2x
Page impressions doubled after redesign launch
User Research
Understanding the Problem
We conducted mixed-methods research to understand why the current website wasn't converting interest into engagement and membership.
⚙️ Project Constraints
Working with existing tech stack while coordinating a full rebranding with a new tech team. Required close collaboration to align design vision with technical capabilities and evolving brand guidelines (new logo and colors only—typography and additional brand elements needed to be established).
Research Methods
User interviews (n=20: 18 students, 2 stakeholders)
User personas
User journey mapping
Competitive analysis
What Users Told Us
New Users
I want to know what this organization actually does before I commit to anything.
Returning Users
I just need to quickly check if that workshop is still happening this week.
Research Synthesis
Key Insights
1
Users Can't Find What They Need
70% found navigation only "somewhat easy" to use. Students struggled finding event sign-ups, stakeholders couldn't locate contact info, and poor visual hierarchy made clickable elements unclear. Non-functional interactive elements frustrated users who expected them to work.
2
Content is Outdated & Hard to Scan
75% complained about outdated event information. The text-heavy design with disorganized event cards created cognitive overload. Users had to work harder to process information, making it difficult to quickly find workshop details or understand what AIS offers.
3
Design Lacks Energy & Clarity
Only 50% found design "somewhat appealing." Inadequate CTAs reduced conversion potential, making key actions less discoverable. Generic visuals failed to reflect AIS's vibrant community or excite prospective members about joining.
User Persona
Meet Sarah
Based on our research insights and user interviews, we created Sarah to represent our core user: motivated students who crave AI opportunities but feel overwhelmed by the current website.
User Journey Map
Sarah's Journey
I created a To-Be user journey map of Sarah's experience finding and attending an AIS event to identify pain points and uncover opportunities for a smoother, more engaging user flow.
Competitive Analysis
Looking Outward
We benchmarked high-performing student org sites and saw consistent patterns that successful clubs implement to engage and convert visitors.
✨
Strong Brand Identity
Cohesive visual design that reflects the organization's energy and values
🎯
Obvious CTA
Prominent buttons and CTAs that guide users toward joining, attending, or learning more
Key Opportunity
Bridge the Gap Between Discovery and Action
Current AIS site lacks all four critical patterns—simple navigation, clear event info, strong brand identity, and obvious CTAs—creating friction at every step of the user journey. Our redesign must address each of these gaps to transform visitor interest into active membership.
DEFINE
From Insights to Action
Based on our research, we reframed student pain points into actionable design questions that would guide our redesign strategy.
Confusion about the org's mission
Missed events
Navigation overwhelm
Unclear onboarding
Bland visuals
⇨
⇨
⇨
⇨
⇨
...explain AIS in 5 seconds?
...surface upcoming events clearly?
...get users to key info in 1-2 clicks?
...make joining feel easy and inviting?
...design a site that feels uniquely AIS?
Design Challenge
How might we transform the AIS website from an information repository into an engaging hub that inspires students to join and participate?
The current site overwhelms users with dense content, unclear navigation, and generic visuals that don't reflect AIS's energy. Our redesign must establish a strong brand identity, optimize information architecture, and build trust before asking for commitment.
Our Solution Approach
Ideate
Ideation & Wireframing
I explored multiple layout approaches for key pages, leveraging Relume AI to generate initial wireframes and iterating to match our design goals.
Note: Final designs evolved from these wireframes based on technical constraints, team feedback, and the evolving brand guidelines.
Key Pages Explored
Event Page
Featured event hierarchy with one hero card grabs attention, while category filters and upcoming/ archived separation help users quickly find relevant content without cognitive overload.
Design Decisions
Why These Layouts Work
📅
Event Page
Variation C balances discoverability with filtering. Featured events grab attention immediately, while category tags help users quickly find workshops, socials, or hackathons that match their interests.
🎯
Join Us Page
Variation B creates distinct pathways for each user type—making it clear whether you want to join as a general member, apply for mentorship, or become an officer. This eliminates confusion about "how to get involved."
🏠
Home Page
The hero section immediately communicates AIS's mission with a bold statement and CTA. Events preview below fold drives engagement, while AI-themed visuals establish strong brand identity.
deliver
Final Designs
The redesigned website transforms AIS's digital presence from a cluttered information repository into an engaging, conversion-focused hub that reflects the organization's energy.
Event Discovery Transformation
Redesigned event architecture prioritizes featured content while maintaining comprehensive access to workshops, socials, and hackathons.
BEFORE
after
AFTER
Key Improvements
✓
Featured event hierarchy — One large hero card draws immediate attention to the most important upcoming event
✓
Reduced cognitive load — Cleaner card design with larger images, simplified badges, and more whitespace
✓
Clear categorization — Upcoming vs. Archived separation with filter buttons (View All, Workshops, Socials, Others)
✓
Visual scannability — Consistent date badges, prominent RSVP buttons, and improved image-to-text ratio
Join Path Optimization
Strategic redesign leads with value proposition and social proof before presenting membership applications—converting interest into commitment.
BEFORE
after: home page
AFTER
Key Improvements
✓
Value proposition first — "Unlock the Benefits" hero section explains what users gain before asking for commitment
✓
Visual storytelling — Colorful word cloud (EMPOWERMENT, CONNECTION, NETWORKING) makes benefits tangible and exciting
✓
Reduced visual noise — Clean blue-bordered cards replace overwhelming purple/blue gradients
✓
Social proof — Testimonial carousel builds trust and demonstrates real member experiences
✓
Clearer pathways — Three-step join process (Submit → Engage → Receive) breaks down membership into digestible stages, reducing intimidation
📈
The redesign delivered significant improvements in user engagement and conversion metrics
Click-Through Rate
<20% → 40%
Page Impressions
2x Increase
Event Turnout
↑ Higher
reflection
Reflections & Learnings
This project taught me valuable lessons about balancing stakeholder needs, technical constraints, and user experience while maintaining design vision.
✓
What Worked
→
User-centered approach kept decisions focused on solving real pain points
→
Collaborating with new tech team early prevented implementation blockers
→
Leveraging Relume AI accelerated wireframe exploration within timeline
→
Establishing visual brand identity transformed perception of AIS
📚
What I Learned
→
Balancing minimal brand guidelines with creative freedom requires strategic decisions
→
Value proposition before conversion ask significantly improves engagement
→
Technical constraints drive innovation—limitations sparked creative solutions
→
Iterating from wireframe to final design based on feedback improves outcomes
→
Next Steps
→
Conduct usability testing with target users to validate design decisions
→
A/B test different CTA placements and messaging for conversion optimization
→
Develop comprehensive design system for consistent future updates
→
Track analytics to quantify long-term impact on membership and event attendance