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.
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.
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.
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.
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.
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