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Act attack

Ongoing

Context

My role: For this project, I act as user researcher, designer and content strategist

My approach: I am adopting a mix of Lean and Design Thinking, Lean Branding and Marketing Analytics.  

The story: Act Attack is an English speaking acting and improv school based in Amsterdam, Barcelona and Athens that seeks to make people more confident, creative and connected through theater-based courses. As a solution to promote the courses among the main target audience (expats 20-35 years old), Act Attack has three websites, which need to be customized as well as a better user experience. Not only, in general, Act Attack brand also need to be more cohesive throughout all the digital channels.

Target group: attention-deficient young students and urban professionals aged between 20-35 years old.

 

Challenge

Redesign Act Attack digital channels to provide a more unified, trustworthy and unique experience, while serving the needs of Act Attack's main audience as well as Act Attack's business objectives.

Desired Outcome

A playful digital design experience and brand identity that meet the needs of Act Attack's  main audiences and provide the with clear information about Act Attack's offers.

 

1. Learn

Participants: 10 modern, attention-deficient students and young urban professionals based in Amsterdam, Athens and Barcelona (Android and IOS users); Act Attack's main stakeholders.

Methods:  stakeholders interviews, branding workshop, remote usability test, semi-structured user interviews; remote card sorting; informal discussions.

PHASE I

I first run a workshop with George and Act Attack's communication manager to better understand the business model, message and objectives. As a result, we drew a business model canvas and set precise goals of what Act Attack wants to achieve through this UX and branding project. After that, I run branding workshop with the whole team with the aim to re-think the brand core, mission and purpose. This information is being used to re-shape the brand identity of Act Attack.

PHASE II

 I went through the website myself, and then I conducted  a remote usability test and qualitative interviews with 10 participants ( 5 Act Attack's students, 5 young students and urban professionals living in Barcelona, Athens and Amsterdam aged between 22 and 35 years old). I  also executed a remote card sorting game to understand how participants would expect the content to appear on the website. 

 

Create order out of chaos

Coming soon...

Ideation

Coming soon...

Prototype

Coming soon...

Test

Coming soon..