Rock and Roll Academy Aspen
Empowering Our Youth Through Music
At A Glance
Services
UX Research & Design
Website Design
SEO
Copywriting
Strategic Brand Development
Timeline
Dec 2023-Feb 2024
Tools
Figma
Squarespace
User Interviews
Google Analytics
Rock and Roll Academy Aspen's Executive Director approached me to help redesign the outdated website. We quickly discovered that this was more than a mere website design project, but rather a challenge to transform communication strategy from a for-profit entity to one appropriate for a non-profit organization.
The Solution
My mission was to breathe new life into RRAA’s online presence, combining persuasive narrative with seamless functionality to make online donations a reality.
RRAA’s final website
how do we convey the impact of the program?
Competitive research
In order to expand the reach of DarcMoon’s online presence, I needed to have a deeper understanding of the potential audience. A survey and usability tests revealed that DarcMoon’s specialty, Malas, are relatively unknown to the general public. Nonetheless, when these beautiful necklaces are seen by people unfamiliar with Malas, they fall in love with their beauty and the spiritual power of the gemstones. Other insights that influenced my design:
People want to support artists and small businesses
People are more likely to purchase art/jewelry knowing it is one-of-a-kind
The images are the most important feature of a product description when considering whether or not to buy a design
Usabilty test affinity mapping
What do the stakeholders have to say?
The old website had an online shop that was difficult to navigate due to an infinitely scrolling shop and lack of filters. It also gave users the impression that the jewelry was inexpensive and produced in large quantities. Not only was the art of the jewelry getting lost in washed-out, small photos, customers felt frustrated with the shopping process and were quick to abandon their searches.
Watch as a user navigates the old shop.
Areas for Improvement
The old website was clearly outdated based on the dates. It clearly lacked current information for incoming students. More importantly, it had almost no information about what to expect from the program itself. I identified that I would not only need to create a narrative for the non-profit, but I would also need to convey basic info that users would likely be seeking when searching for the program.
Website Before
Strategic Copywriting
working with Kriss
Just as each piece of jewelry demands careful consideration, every word on the page had to be crafted with purpose. My goal was to weave a narrative across the website—one that not only explained the essence of DarcMoon but also showcased the brand's unique selling points.
Visual Storytelling
We knew we had to create a feast for the eyes in order to showcase the beauty and art of the jewelry. The number one comment from the usability testers was that the images were low quality, and unappealing, and this clearly did not reflect the quality of DarcMoon’s work.
With my background in photography, we were able to capture the jewelry in a more flattering light and also showcase the Malas being used for meditation. I worked with Lynnea to develop a more dynamic product photography style to move away from the stark and over-exposed photos from before. Finally, we took some beautiful portraits of the artist herself, to convey the passionate, loving, and adventurous spirit behind the brand.
Product Photography
Before:
After:
Editorial Photography
Defining the organization’s values and mission
To truly elevate a brand, a deep understanding of its core values and mission is paramount. While Lynnea's vision inherently embodied these principles, they hadn't been explicitly articulated.
Along with the fresh visual and communication styles introduced for DarcMoon, the Brand Style Guide outlines the brand's narrative and values. This initiative establishes a strong foundation for the ongoing growth of the artist’s brand.
Included in the guidelines are the product templates I designed with the objective of maintaining consistency and leaving a lasting impression on customers to boost sales. Plus, it streamlined the process, allowing the artist to create new products with ease.
How we worked together to bring the brand vision to life
Collaboration: From the very beginning, I considered Lynnea a partner in the process of creation. We started by asking questions; “how did you start DarcMoon”, “what do you excel at?”, “where do you see the brand in two years?” Lynnea’s vision is strong and defined in her own head, but she needed help articulating that vision to her audience.
Process: With our short time frame, prioritization and time management were essential in the design process to bring the new website to fruition before the holiday season. We had weekly check-ins and occasional in-depth meetings to discuss major findings and deliverables.
Workflow: Once we had product templates made, Lynnea was able to plug in the necessary facts while still having the ability to add her creative touch. Now she can efficiently create new products for her store and maintain a consistent style with ease.
What the client had to say:
Making the decision to work with Tess was one of the best investments I could have ever made in my business and my brand.
Everything about working with Tess was truly amazing! She took the time to learn about every aspect of my business, myself & my goals. A full on therapy session for DarcMoon!
She conveyed the special story of DarcMoon and each piece of jewelry through the new website. I am so happy with the journey to the new website and I am blown away by the end result. She also helped me understand my brand and my customers better, in order to grow with a solid foundation.
I will be eternally grateful for having the opportunity to work with Tess. She is passionate about small businesses, knowledgeable, creative and professional. Tess is the bridge from the creative mind to the customer.
— Lynnea Tai
Follow DarcMoon’s adventures @darcmoon_