Marketing & UX Designer
Problem
Clay Works is a concept UX redesign aimed at improving how users sign up for art classes online. Many studio websites suffer from cluttered layouts and poor navigation, leading to user frustration. Clay Works needed a brand refresh and a user-friendly site to attract new customers and simplify class bookings. My goal was to design a responsive, intuitive experience that made finding, filtering, and booking a class effortless.
Scope
Design a Clay Works website to be user friendly by providing concise, intuitive navigation and a simple
checkout process.
timeline
Sept – Nov 2024
client
Self Promo Project
my role
Lead UX designer
tools
Adobe Illustrator, Figma, Miro
KPIs
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User Error Rate
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Conducted 5 user interviews to define pain points
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Based on interview insights, simplified navigation to three core pathways
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System Usability Scale
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Success Rate
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User test showed 40% faster task completion post-redesign
Process
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Research: Analyzed competitor sites and interviewed two studio owners to understand real-world needs.
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Branding: Explored earthy tones and organic shapes to reflect the tactile nature of ceramics.
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UX Design: Created wireframes for homepage, class listings, and booking flow.
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Iteration: Developed three logo concepts and refined based on peer critique and design mentor feedback.
User research: pain points
Creating the user persona
Conducting five user interviews helped me to define pain points around class filtering and checkout. Creating empathy maps and user personas based on the interviews helped me understand my target user and their needs. I discovered that my target users needed an easy, user friendly experience to sign up for ceramics and art classes that fit their schedule and skill level. However, many ceramics/art studio websites are cluttered and confusing. They do not offer a simple checkout process and intuitive navigation, causing users to feel stressed and frustrated.
User persona: Lily
Problem statement:
Lily is a busy graphic design student who needs intuitive website navigation, a simple way to sign up/checkout classes, and filters to find a ceramics class that fits her skill level and schedule.
Site map
Difficulty with website navigation was a major pain point for users. I created a sitemap based on this information.
My goal was to make strategic information architecture decisions that would improve the website navigation. I chose the structure to make the layout clear and concise.
Hi-fi user flow
Takeaways
Outcome
The final concept was praised for its clean layout, intuitive navigation, and cohesive brand identity. This project demonstrates my ability to apply UX principles to real-world business goals— even in a simulated context.