Colorado Dance Center
Led the creative, UX/UI, and wrote copy. Redesigned website to engage mothers, teenagers, and grandmothers. Prior site lacked professionalism, character, and ease for both the end users and the dance studio staff. SEO and social media were also improved to generate leads and engage customers.
This redesign utilized existing software, added free software cloud integrations, and avoided any additional expenses while improving UX. As a small business, margins and manpower are thin.
From visiting the studio, interviewing its community, and conducting a competitive analysis, a plan was made and a minimum viable product launched. Site visits increased and new leads converted.
Colorado Dance Center has been in the community for over thirty years. Unlike traditional ballet studios, this studio does not focus on students maintaining a strict body weight/shape. The focus is on providing quality dance instruction and an environment where all are welcome.
Problems
1. Redesign website to engage mothers, teenagers, and grandmothers. Prior site lacked professionalism, character, and ease.
Most parents research dance schools online, reading reviews, checking social media, and company values prior to bringing their child in person. What makes this dance studio unique? Most teenagers view dance as part of their identity and social group. They want to see themselves in photos, share with their friends and invite them to dance performances. How can the website walk the line between being cool and classical? Most student’s grandparents are actively involved either paying tuition or driving them to and from class. How can we make the website easier for them?
2. Utilize existing software (Homestead and Square) to avoid any additional expenses while improving UX.
As a small business, margins and manpower are thin. The dance studio staff need to be able to update content (text, images, and forms) easily without developer assistance and or expense. The dance studio staff does not have the money or time to learn new software and or reestablish work processes. What free software, plugins, or widgets can we add to improve workflow? How can we improve the user experience within these constraints?