African Film Festival
About the project
Date:
Client:
African Film Festival
Services:
UI/UX
Project Details
I was recruited to improve the AFF website's (africanfilmny.org) readability and user experience, aiming to increase visitor orientation toward membership. My role involved redesigning the site, conducting user research and prototyping, and implementing membership-focused features. The project's success was measured by usability testing.
Things I Did
I designed high-fidelity, responsive prototypes for the festival's ticketing, schedule, and membership pages. I conducted usability testing to identify where the homepage's content hierarchy was causing confusion, then reorganized the layout based on those findings. Using personas and journey mapping, I restructured the site's navigation and content, making it easier for visitors to discover events and festival information — resulting in measurably fewer navigation errors in follow-up testing.
