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Atlanta Casino Events
ACE is a family-owned entertainment business that provides professional quality casino games, dealers, and casino-themed light and decor for private parties and special events in the Atlanta area and the Southeast.
Overview
Atlanta Casino Events (ACE) has a business website that provides information for potential clients, and they would like to update and give it a more modernized look. Their primary way of booking events is through the site and referrals.
With this in mind, my initial objective in redesigning the site is to improve the layout and flow of information to allow users to quickly understand how booking with ACE works and proceed with the inquiry.
Research
My first step in the research phase was meeting with ACE's business owner to learn about their booking process and to do a heuristic evaluation of the current website.
Insights:
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No call-to-action on landing page
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Overwhelming copywriting
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Company’s business process is not immediately clear or accessible
User Interviews and Usability Testing
To have a better understanding of the company service, I attended a few events that they had booked. It was becoming clearer that the users are mainly event organizers.
I was also able to recruit a few users to conduct a round of usability testing with the current website. Users were given the task of navigating the site’s content and reach a point of contact to leave an inquiry for ACE. Below is a screen recording of one user navigating the current site on a mobile phone:
User Quotes:
"I don't have time to read all of this."
"Where's their phone number?"
"I just need to know how does all of this work. What happens after I get a quote?"
Persona
Based on field research and user interviews, I developed a primary persona to represent the user base of Atlanta Casino Events business. This also helped us understand users’ goals and pain points
Janet P.
36 years old, Event Planner
Lives in North Druid Hills
In Janet’s line of work, no two days are the same. She is often busy and highly stressed because there are many factors to consider when planning an event for a client. For this reason, Janet needs to be time efficient in her search for venue options and catering and entertainment services.
Focus:
- Time management
- Finding crucial information to inform her decisions
- Reliability and trustworthiness
User Flow and Information Architecture
Feedback from user interviews and usability testings guided our new site’s information architecture and user flow. As seen below, I have decided to take a minimalistic approach:
Wireframes
I designed the different pages in low fidelity and presented them to the stakeholders. The main takeaways here are the quick headline statement describing the service ACE offers and a call-to-action button to guide users where to go next.
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Mockups
Post-Launch Reflection
The next step in the process for ACE would be to conduct further testing and reiterate further based on users' feedback.
Additionally, we would also like to add a Testimonial section and assess Google Analytics to see if there has been an improvement on the conversion rate.