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.
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
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Be the official voice of the park and keep the Park clean and welcoming.
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Be known as industry leaders in the field of urban park management, providing accurate and timely info about events.
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Raise money – encourage gifts without hitting people over the head to give.
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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
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Currency of knowledge
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Attract more visitors to our events (so that they have a more meaningful visit to the Park)
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Increase in fundraising
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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
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Greeting.
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Out line Purpose and Ask Permission.
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Set up GoToMeeting.
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Background Questions.
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Passionate Task. ---- -Follow-up Questions.
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Pre-determined Tasks.
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Wrap-up Questions.
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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 &
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Research Artifacts
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​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
Wei Ting Kuo
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Research
Idea Development
Wireframe
Board Design
Mischa Fierer
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Research
Wireframe
Idea Development
Web Design
Young Jang
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Research
Wireframe
Idea Development
Web Design
Tyler Gumb
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Research
Interview
Wireframe
Idea Development
Board Design