Creative Direction
Website redesign
Design Lead
Brand Book design
Overview
My role involved
- My role involved:
- Client liaison
- User Experience Design
- Visual design
- Interaction design
- Prototyping
- creative direction
Objective
To apply excellence and creative thinking in digital visual design to the website user journeys so that visitors to roh.org.uk experience the qualities of the brand in every interaction.
Solution
Armed with user testing conducted for the web experience modernization I ensured we were on track with assumptions and decisions and regularly checked the solution aligned with The Royal Opera House digital design principles;
- • Excellence
- • Curiosity
- • Theatrical
- • Welcoming
- • Straightforward
With a successful launch and great user feedback, they hired me again to work on a brand book and in the following year, when more funding was secured, to further develop the events calendar.
Head of Digital Product and Delivery, Head of Brand Marketing and Campaigns, Digital Design Lead (me), in-house interaction designer and development team.
What I achieved
Using a thorough and thoughtful process I set the project up for continued success. I was hired as a contractor so wanted to ensure the tools and assets were in place so the team could leverage and use them going forward.
Using Principal I put together a video to demonstrate the interaction nuances
How I achieved it
Discovery
The gain a thorough understanding of the project I worked closely with the team understanding the business vision, the thinking behind the rebrand and it’s position within the market. I conducted competitive analysis to gain a thorough understanding of its positioning within the marketplace.
Solutioning
I worked closely with the project team, meeting regularly to ensure we were on-tack and everyone was onboard throughout the process. We put together mood boards, and a roadmap involving the stakeholders at each stage. I fleshed out wireframes for key pages, moving to design when these were signed off.
Documentation is key for hand-off. Once the key pages were signed-off, I created a style guide and pattern library to ensure consistency throughout. I used Principal to compile videos demonstrating key interactions and to help guide the development team. I then put together brand guidelines after completing the redesign to guide all future work.
“I would thoroughly recommend her.”
“…responsible for the visual design of the new web pages from brand identity to interaction and animation. Aoife worked quickly, coming up with multiple creative routes and providing various options for key decisions, responding to input from stakeholders and feedback from user testing, always setting out her preferred design with clear arguments to support her recommendation. We will continue to use Aoife for new designs and to ensure that we are always using the latest thinking in design. I would thoroughly recommend her.”
Linda Benjamin – Head of Digital Product and Delivery