About Hillsborough Arts Council
As the designated local arts agency by the State of Florida, the Hillsborough Arts Council provides a unified voice for all cultural organizations and activities in the Tampa and Hillsborough County region. HAC promotes good news about the cultural vitality of their community to a national audience while providing grants, unified marketing efforts, research, and advocacy to help our entire cultural community thrive. HAC has over 50 years of experience and programming for Tampa and Hillsborough county.
THE Challenge
The client wanted a brand and website that empowers artists and fosters the community through arts and culture.
With such a large body of content, their previous website proved to be extremely difficult to navigate for their many audiences. This also includes the employees of HAC. They were arely able to direct their audience in the right direction when it came to finding information on such a confusing and overwhelming website.
Original Hillsborough Arts Council Website
Screenshots
Design Process
Empathize > Define > Ideate >Prototype > Test
User Personas
Artist
Employee
Solution:
• Design a website that would tailor the user experience to each of HAC’s target audiences by creating a relevant "Quick Links Pathway".
• Color code specific elements and sections to help reenforce where a user is within the website.
• Convey content in a way that would be easily found and digestible.
• Develop new branding that would effectively communicate HAC’s mission: to ignite, advance, and promote arts and culture in every region of Hillsborough County.
sITE mAP
Quick Links Pathway
The quick links pathway will follow the user throughout their online journey. Each link is specific to each of the primary target audiences. Once clicked, the user will be taken to a hub that houses all of the content that is relevant to them. This makes it easy for the user to find audience specific grants, news, etc.
Homepage on Desktop and Mobile
Artists Quick Links Pathway
The dominant color within the Artists pathway is purple. This is reenforced by the header background and section headlines. Now the user can feel comfort in knowing they are in the right section of the website. All content and links on that page is tailored to that specific audience.
