The Problem
The City of Rochester's 11-year-old website needs a modern redesign. Outdated design and interactive elements contribute to a poor user experience, marked by text overload, inefficient space use, and visual inconsistency. A comprehensive redesign would not only update the platform but also improve usability and overall appeal to users.
Design Solutions
Clear User Flow
When navigating through this site, it is often unclear where you land and which page you are on. This could be helped with clear page titles, bread crumbs, and a more effective primary and secondary nav system.
Lose Excess Information
The current site has a lot of information available, but the current design makes the content overwhelming. I want to cut this down to make the site more user friendly.
Achieve Consistency
There is not a consistent layout throughout this website. It makes the user flow quite confusing because the actions you take to get to a place are never the same. I want to make the layout and user flow more consistent.
Comparative Analysis
Pattern Collecting
Sketches
Low-Fi Wire Frames
Hi-Fi Wire Frames
Inspiration Boards
First Iterations
In this round of iterations I was really trying to emulate Rochester through this visual designs. I was focused on color and imagery. These iterations are primarily blue which aligns to the cities logo.
The top iteration has good typographical hierarchy, but lacks visually. There is nothing fun and exciting about. The bottom iteration is very visually pleasing, but feels more like a travel-base website. I want the forefront to be very direct.
Final Inspiration Board
Final Visual Design
In this final design I wanted to showcase the fun and playful side of Rochester. I wanted to move away from the primary blue color and focus more on a variety of bright and bold colors.
This style can references the Museum of Play, the diversity of people in tis city, and the bold personalities of the people who live here.
I was able to balance the playful and bold aspect of my geometric and bold design through the use of a simple sans serif type face.
Final Designs
Prototype Video
