The Process
Empathize / Exploring user's needs
Through the research phase, I was able to establish a solid foundation for my redesign strategy.
To identify pain points, usability problems, areas of strength, and opportunities for improvement with the National Endowment for the Arts website, I conducted 5 user interviews.
Research Goals:
Understand how accessible and user-friendly the website is.
What usability challenges or frustrations do users encounter as they complete tasks on the website? Conversely, what is working well?
What, if any, features do users expect, or would like to change and/or are missing?
Interview Findings & Takeaway
User's Key Insights:
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Confusing Navigation, difficulty finding relevant information.
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Overly Text-Heavy website, leading users to feel overwhelmed or uninterested, especially when looking for visual art-related content.
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Inconsistent Layout, Interviewees noticed that the design feels outdated, and lacks visually appealing elements, making the site less engaging and intuitive.
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Minimal Imagery and Multimedia, Users commented on the absence of high-quality images, video content, and interactive elements that help to display art engagingly. A dull aesthetic that detracts from the very creativity the site is meant to promote.
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The website does not reflect the creativity and dynamism of the art community it serves. Interviewees mentioned that the website fails to evoke the feelings or experiences that art should communicate.
The Solution
The Problem
By incorporating bold, unconventional color palettes, expressive graphics, and dynamic interactions that reflect the website’s artistic theme, we can create a cohesive and engaging visual experience. This approach not only enhances aesthetic appeal but also encourages users to actively explore the diverse offerings of the institution.
The NEA website has a dull, outdated design. Its basic layout, with minimal use of color and graphics, results in an unappealing and monotonous appearance. There is a lack of engaging interactive elements, such
as dynamic content or user-friendly forms. Navigation can be confusing, with excessive text and numerous
links to affiliated sites that
disrupt the user experience.
IMPACT
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Prior to the redesign, 95% of users were unable to quickly locate federal grant applications due to poor navigation and unclear pathways. As part of the redesign, a prominent Call-to-Action (CTA) button was strategically placed on the “Grants for Art Projects” page, resulting in a 98% success rate in users finding the application with ease.
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In addition, by restructuring the layout, incorporating visually rich imagery, and introducing interactive galleries, the user experience became significantly more engaging. Post-redesign testing showed that 92% of users remained on the site longer and demonstrated a clearer understanding of the content and purpose of the NEA platform.
Tools
Injecting Creativity & Crafting a More Engaging Digital Presence
national endowment for the arts
Overview
Role
The National Endowment for the Arts (NEA) is an independent federal agency and the largest source of funding for the arts and arts education across the country, serving as a catalyst for both public and private support for the arts
Product Design (UX/UI)
Timeline
July 2024
(2 Weeks)
Individual Project
Heuristic Evaluation
Through a navigation audit of the website, several usability issues and areas for enhancement were identified, highlighting opportunities to improve structure, clarity, and user flow
Pain Points
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Despite the website’s focus on art and creativity, the overall experience feels unengaging and disconnected. While the homepage includes strong visuals, they lack context and fail to guide the user through the site effectively.
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The design lacks dynamic imagery and cohesive iconography, resulting in a layout that feels overly simplistic and visually flat. Excessive blocks of text, paired with poorly integrated icons, contribute to a cluttered and uninspiring interface.
Usability Issues
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Confusing Navigation: The site’s structure is unintuitive, making it difficult for users to find what they’re looking for.
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Poor Category Organization: Content is inconsistently grouped, leading to a disorienting experience.
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Lack of Mission Clarity: The agency’s mission is not clearly presented on the homepage, leaving users without a clear understanding of the site’s purpose or value.
DEFINE / Establishing the User's Needs and Problems
Persona Development
From my research, I noticed some patterns among my participants. To tailor the new design for the NEA website and satisfy user needs, I created a persona named Liam Oakley.
Liam is a 36-year-old visual artist based in Chicago, Illinois, with several local exhibitions to his name, Liam finds himself at a crossroads recognized in his community but yearning for broader exposure, creative freedom, and the resources to take his work to the next level.
One evening, while reflecting in his studio, Liam came across a post about the National Endowment for the Arts’ federal grant program. The opportunity offered mentorship, funding, and national visibility, exactly the kind of support he had been searching for.
VALUE PROPOSITION
Problem Statement
The current NEA website does not effectively engage its users or reflect the creativity of the arts community it represents. Its outdated design, poor navigation, and lack of visual appeal make it difficult for key audiences—such as artists, art lovers, and the general public—to find and access important information about exhibitions, events, and federally funded initiatives.
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How might we create an engaging, user-friendly platform that showcases the vibrancy of the arts community while making information easily accessible to all users?
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How might we Streamline navigation and create a modern, captivating design that will allow users to find and explore events, exhibitions, and resources quickly?
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How might we create a dynamic interface with multimedia features that will better highlight local artists, public art programs, and government-sponsored events, increasing awareness and participation.
Ideate / Creating the Framework
Features and Priorities
Once the research was completed and the problem was understood from the users' point of view, a brainstorming session was held to explore potential solutions to generate solution-oriented ideas that could effectively address the challenges uncovered.
NEA Website Redesign Plan
1. Visual Identity Refresh
Introduce a bold, artistic visual language that reflects the creativity of the NEA’s mission
Use vibrant color palettes, dynamic icons, and modern typography to create a contemporary and engaging feel
Maintain accessibility standards with strong contrast and readability
2. Homepage Strategy
Clearly communicate the agency’s mission and values above the fold
Incorporate interactive banners or carousels highlighting grants, exhibitions, and upcoming events
3. Information Architecture & Navigation
Restructure the menu to offer intuitive, task-based navigation
Create clear category hierarchies and eliminate redundancy
Add search functionality with filters for quick access to key content
4. Grant Discovery & Application Flow
Design a dedicated grant center with user-friendly filters (e.g., discipline, eligibility, deadline)
Place clear CTAs (e.g., “Apply Now”) on every relevant page
Simplify the application guidance with step-by-step visuals or tooltips
5. Content Strategy & Storytelling
Use human-centered stories to highlight the impact of NEA-funded projects
Showcase artists, grantees, and community stories in multimedia formats (videos, galleries, audio)
Moodboard & inspiration
The mood board for the NEA website redesign draws from the energy, diversity, and vibrancy of the national arts community. Inspired by gallery spaces, cultural posters, and contemporary public art, the visual direction blends bold color palettes, playful geometric shapes, and dynamic typography to reflect creativity in motion.
I aimed to create a digital space that feels both institutional and expressive.
Sketching
Starting with paper prototypes helped define the core design approach, leading to a clearer grant application flow, an engaging hero section, and a bold visual style aligned with the NEA’s mission.
User Flow
Why User Visit the Site?
Liam wants to know what programs are available for the artist communities through the National Endowment for the Arts website to apply and enroll for a federal grant.
Prototype / Let's make the Design !
Early Stage Wireframes
I restructured the header into 8 intuitive dropdown menus by grouping related subcategories, making content easier to find. Key sections like Arts, Movements, Community, and Media were consolidated for clarity. The footer was simplified to three main sections to maintain a clean layout and highlight the site’s visual and iconographic elements.
Low-Fi Prototype
Branding & Style Tile
Test / Time to test the Prototype !
Usability Test Findings
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Navigation was clearer, but some users still hesitated when exploring grant-related sections, suggesting the need for stronger labels or guidance.
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Users appreciated the consolidated menu structure, finding the 8 dropdowns more intuitive than the original layout.
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The simplified header and footer were positively received, though a few users requested a “Back to Top” or persistent navigation option for long pages.
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Users testing the grant application flow found the steps more digestible, but noted the lack of visual cues or confirmation states in early versions.
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The minimalist footer was praised for its clarity and focus, helping shift attention to the core content and visuals.
Implement / Final design & Next Steps
Final Thoughts
The National Endowment for the Arts redesign project has been an eye-opening experience because shows how important is for a brand, agency or organization to maintain an updated and modern website that users find exciting and engaging especially in times where online presence is the path to reach every potential user, creating a unique experience is a differentiator.
Ensuring the design aligns with the agency’s strategic goals, reflecting the agency's mission and supporting its objectives is crucial for the website to remain effective and continue to meet user satisfaction, balancing unique design and an interactive experience is the key.
By simplifying, reorganizing, and identifying crucial information, the user experience of a website can be enhanced and elevated, complexity doesn’t mean successful design, it is about effectiveness, reliability, and dynamism.