02 | Reimagined Responsive Website

01 the why

For this project I was tasked with choosing a suitable unresponsive website, to reimagine and realign in a responsive manner through visual, technical and user-driven design. An interest in architecture geared me towards famed architects and their process of work. I chanced upon this website of Frank Gehry's practice, Gehry Partners LLP. and undertook the it's realignment over the course of 10 week.

‍

02 the how

Having been an admirer of Frank Gehry's work, I began by researching his background, his style, his practice, the commissions his practice takes on and the hiring requirements for new joiners to his firm. This content collection finally culminated in a realized view of the websites use and function. A surprising find and realization was seeing the similarity in the way Gehry approaches his work and the way I was being taught to approach this website's realignment.

02 the legend behind FOGA

Frank Owen Gehry is a Canadian-born American architect, residing in Los Angeles. His works are cited as being among the most important works of contemporary architecture in the 2010 World Architecture Survey, which led Vanity Fair to label him as “the most important architect of our age”.
‍
In 1962, Gehry established a practice in Los Angeles which became Frank Gehry and Associates in 1967 and then Gehry Partners in 2001.Gehry’s earliest commissions were all in Southern California, where he designed a number of innovative commercial structures such as Santa Monica Place (1980) and residential buildings such as the eccentric Norton House (1984) in Venice, California.

03 mirroring the process

04 style tiles

05 the process

5.1 chosen pages to redesign

5.2 the web design approach

As a parting initiative, I developed a comprehensive design system and a how-to guide, complete with—visual design specs, content strategy, and implementation details. This design library became a vital resource for all teams involved in feature development.

5.3 identifying the personas

5.4 color blocked responsive wireframes

06 redesigned pages

6.1 Home Page

Addressed Pain Points
‍
In what order should the information be read?
The previous content and the organization failed to signify who and what the user is meant to do with the information thus provided.
‍
What does the firm do? Who works here?
The content did not address information that lay at the core of the firms reputation, for eg. the projects, the process, job opportunities, ongoing projects, the company's current structure, mission etc.
‍
Who is this website catered towards?
The previous content did not seem as if it were addressed to possible clients. The blunt approach applied to the website made one unsure of its legality and authenticity.

6.2 Careers Page > Project Portfolio Page

Addressed Pain Points
‍
Information & Heirarchy
‍The previous content and the organization failed to signify who and what the user is meant to do with the information thus provided.
‍
Regarding the specificity of the content
The lack of categorization and direction in the content as it was previously laid out discouraged users from reading important information. Moreover the content didn't particularly speak towards any possible general queries users might have had regarding the job/ positions.
‍
Page Navigation
The site as it was laid out, was constrained within the format. It discouraged users from actually searching and confused them with tabs in an embedded navigation that required one to go into each tab and make use of different forms to make an application.

6.3 Public Relations > Opportunities Page

Addressed Pain Points
‍
Which user-type is this section for?
The previous content spoke to many user types in a singular format, be it a job applicant, student, employer or even general information seeker. But the selected content felt fragmented and not adequately representing answers for any given user.
‍
What does the firm do? Who works here?
The name of the page, through navigation was public relations and yet the content deviated to being just contact info. It failed to directly provide helpful information required for public relations.
‍
Changing the purpose of this page
An image of the firm's office, without a caption formed the biggest content on the page. The content by itself seemed to be treated not as important enough to be put on all the other pages, though it should've been—given that it holds key facts, like location and contact information.

07 finished responsive designs

09 resulting impact

Each of the resulting 7 mobile app concepts spotlighted financial planning featured that resonated with the customer's aspirations.

Additionally, the research conducted helped to provide an insightful view to the stakeholders on the user engagement that they could expect from centering features in the MVP product around one or more of the presented concepts.

10 key learnings as a designer

Through this project, I recognized the need to better understand user needs, behaviors, and motivations— insights that are pivotal for creating impactful experiences.

The design activities I undertook also highlighted the necessity of aligning user experience (UX) strategies with broader business objectives. By doing so, designers can ensure that their solutions not only enhance user satisfaction but also drive profit.