Discovery workshops Discovery synthesis and vision Information architecture Design system Prototypes Digital branding User interface designs
Park Avenue Armory was in need of a state-of-the-art website to reflect the one-of-a-kind artistic events that it programs. Starting without a style guide or brand book, this project was a huge effort from the ground up, which required attention to detail and time to learn who the Armory is and what its key stakeholders want to convey about it. I started with discovery workshops to learn more about The Armory’s users, goals, and pain points, and from there we started delving into information architecture and defining a digital brand that is sleek and modern, warm and refined, simple and striking.
Once the basic building blocks were in place, we moved into prototyping components that Park Avenue Armory would be able to use for their content across the site. Wireframes were presented to define functionality and layout, and high fidelity designs were shown after that, capturing not only the look and feel of the new site, but also defining interactive states in clickable designs.
The last part of the UI phase was to design page templates that would accommodate the variety of information and events held at The Armory, including complex performance detail pages that gave The Armory the consistency and flexibility their former site lacked.
