Central Park Conservancy event page redesign

ORIGIN

The Central Park Conservancy, a private, nonprofit organization, was formed in 1980 by a group of concerned citizens determined to improve Central Park. The mission of the Central Park Conservancy is to restore, manage, and enhance Central Park in partnership with the public. However, they are facing problems nowadays such as low-used website, short of donation, lack of awareness. Consequently, they sought SVA's help, and that's how we started this project.

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STAKEHOLDER INTERVIEW

Libbie Hayward, Senior Web Manager at Central Park Conservancy, we had 60 minutes interview with her to help us define our research plan. She helps us to understand the current challenges and initial difficulties. We will base on the conservancy's goal and work on fixing event page first. 

PROJECT GOAL

Central Park Conservancy’s goals

  • Be the official voice of the park and keep the Park clean and welcoming.

  • Be known as industry leaders in the field of urban park management, providing accurate and timely info about events.

  • Raise money – encourage gifts without hitting people over the head to give.

  • Keep the site evergreen, providing information that further the Conservancy’s mission with content such as events, easy-to-navigate program pages, etc.

Goals of the Calendar page  

  • Currency of knowledge

  • Attract more visitors to our events (so that they have a more meaningful visit to the Park)

  • Increase in fundraising

  • Increase in tour revenue

DEFINE PROBLEMS

Case Study

There were some researches have been done by CPC. We studied them and tried to focus on the target user - residential proximity to the Park (within a 12-block radius) and likeliness to support.   

 

Design Interview Questions

  • Greeting.

  • Out line Purpose and Ask Permission.

  • Set up GoToMeeting.

  • Background Questions.

  • Passionate Task.                          ----  -Follow-up Questions.

  • Pre-determined Tasks.

  • Wrap-up Questions. 

Observing (AEIOU)

Street Interview

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We went to Central Park and observed people to see who are the park users and how they use the park, and tried to reach some people to do the quick interview.

Screening & Recruiting

Interview

We interviewed Lisa, a writer and our target user, who uses the park over 3 times a week and also had donated to NYPL. 

Ethn.io digital screeners that will be launched on the homepage and calendar page of centralparknyc.org for the 6-hour duration of the recruit and participants will be selected via the Responses page on ethn.io according to how well they meet the screening criteria.

Debrief &

Research Artifacts

Deeper synthesis and analysis of research artifacts will occur prior to creation of Topline Results.

Row data & immersion

Immersion & interpretation

Interpretation & intergration

So we listed out the problems

Main Problems 

People use social media to get the event info.

External influence

The navigation of event page is confusing. 

Construction issue

The format of the event page has too many info at once.

Construction issue

Color code looks nice but confusing at the same time.

Design details

Don't feel engaged with CPC. 

Design details

Want to see the closure time or maps.

Design details

Searching bar is confusing.

Design details

Event content doesn't approach me.

Design details

DESIGN SOLUTIONS

CPC Calendar Page Strategies 

Step 1.

Step 2.

Step 3.

ENGAGEMENT

PARTICIPATION

DONATION

CPC Calendar Page Designs 

CPC on Social Medias

Providing the useful information and events link on social media that people usually use to get users come to the website and improve the engagement. 

Social Medias

CPC website 

Main Event Page

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Design the new format, listing the events in order day by day instead of the traditional calendar design which provide massive information at the same time.

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Design an obvious and clear search bar for visitors to find the activities they want.

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Providing the construction alarms and useful information, and shows on the map.

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Showing the donors for implications and connections between CPC and users.

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Defining the color code, make less confusion.

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Showing the quick information like time, cost and location. Click the event to get more details.

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Improving the emotional concept of what CPC is doing to get donation.

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Design a location sign to provide the quick idea.

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Enhancing connections with social medias.

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Event Details Page

Larger, more obvious registration button than the uncleared original one.

Able to add the events to your calendars. 

Showing the event location on the map and provide the route info.

Providing the host information which is trustful.

Showing the previous events' pictures that participants posted on Instagram. Making connection with social medias.   

Recommend other events that user might interested in.

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Event Registration pop-up

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Clear information, numbers, prices and shipping method.

Become member option. Enhancing the connection with participants and increasing the potential donors.

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Showing what CPC has done for the park and encourage people to join.  

FINAL PRESENT

Presenting to Central Park Conservancy team. We designed a board to explain our findings and solutions by leading audiences go through the user journey.                                                                                                                                                   Presentation link

TEAM 

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Screenshot 2017-01-21 10.50.25
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Screenshot 2017-01-21 10.50.42
Screenshot 2017-01-21 10.50.42
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Wei Ting Kuo

Research

Idea Development

Wireframe 

Board Design

Mischa Fierer

Research

Wireframe

Idea Development

Web Design

Young Jang

Research

Wireframe

Idea Development

Web Design

Tyler Gumb

Research

Interview

Wireframe

Idea Development

Board Design