Latinitas Magazine

Mobile-First Redesign using Progressive Disclosure to Encourage Program Registration

latinitas splash

Project Overview

Client: Latinitas Magazine

Duration: Three weeks

Tools: Sketch, InVision, Zoom

Role: One of four UX designers

 

  • User Research
  • Customer Journey Mapping
  • Heuristics Analysis
  • User Flows
  • Ideation Facilition

Client Introduction

Latinitas Magazine is a 501(c)3 charitable organization whose mission is to empower all girls to innovate with media and technology. It’s one of four bilingual organizations of its kind nationwide. Needless to say, our team of four was thrilled to be able to support such a worthwhile cause.

Courtesy of Latinitas Magazine
Courtesy of Latinitas Magazine

Latinitas Magazine is a 501(c)3 charitable organization whose mission is to empower all girls to innovate with media and technology. It’s one of four bilingual organizations of its kind nationwide. Needless to say, our team of four was thrilled to be able to support such a worthwhile cause.

Courtesy of Latinitas Magazine
Courtesy of Latinitas Magazine

Streamlining Registration

The co-founder of Latinitas approached us with the ask of streamlining the registration process for their five programs and creating a brand guide that new chapters of Latinitas could use as a template as the organization grows.

Research Methods

Despite the challenge of finding parents who would be willing to give away an hour of their time, we were able to interview two staff members, one student, and two parents. We also conducted five guerilla usability tests and heuristic analysis of the current website.

Examination of a registration flow on the existing site
Examination of a registration flow on the existing site

Challenges

Some aspects of the project challenged us to adapt or make difficult choices about what’s best for the client and user given the circumstances. 

  • Latinitas is a nonprofit with a small staff, so our solution and involvement of the client would need to consider the organization’s bandwidth. 
  • Parents have their own bandwidth limitations. Finding parents who would sit down with us for an hour to talk about Latinitas required persistence and creativity. 
  • This project took place during the off-season for most of Latinitas’ programming. To get a sense of what program registration looks like in full swing, we needed to rely heavily on parent and staff interviews.

Findings and Insights

  • Newcomers had difficulty finding where they could register for events and ascertaining the mission of the organization. 
  • Parents often register their daughters for Latinitas programs on-the-go at work or on their phones. 
  • Newcomers expected to find a calendar of events, and the timing of the event is one of the most important factors for parents registering their daughters. 

Our Solution

We concluded that a website redesign would be the most actionable, impactful solution based on our research and the client’s bandwidth. 

Latinitas Screens

Chunking Information

Screen Shot 2019-02-20 at 2.02.12 PM

We initially expected to consolidate the various methods of program registration. However, because newcomers had a difficult time finding where to register and the parents we spoke to often registered via mobile devices, we decided a mobile-first redesign of the existing site would best address these findings. 

Information hierarchy and progressive disclosure make it easier to navigate the site at a glance. Using the colors from the original site’s branding heightens the variety of programming offered by Latinitas while making the information more visually digestible and fun. 

Including a central call-to-action that leads users to a chronological list of all upcoming programs allows parents to feel like they can get their arms around all of the organization’s offerings. 

Having a footer with links to social media accounts gives users a consistent experience while showcasing the breadth of content Latinitas creates. 

More Efficient User Flows

Our inclusion of the “Upcoming Events” CTA allows visitors to register on Eventbrite in as little as three clicks without wasting time trying to find where to begin the registration process. 

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Next Steps

Our presentation of the project went over really well with the CEO of Latinitas. The next steps I would take would be to implement conversion trackers and UTM codes to be able to track KPI’s like registration rates for users coming to Eventbrite from the website. 

Screen Shot 2019-02-20 at 3.09.17 PM

We wanted to show the Latinitas leaders and staff that we considered the pain points they told us about that weren’t addressed in our redesign.

To address these pain points, we created a document that included some recommendations for WordPress plugins and Eventbrite integrations that they could incorporate into their website alongside the redesign or in the future. 

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