Web Experience
Moving Picture Company
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Overview
In 2018, I led the redesign of the Moving Picture Company (MPC) website, a renowned leader in visual effects and creative technology. The objective was to modernise the website, enhance user experience, and showcase MPC's extensive portfolio and innovative projects. This case study details the strategic approach and design process undertaken to achieve these goals.
Role
As the Design Director and Lead Product Designer, I was responsible for the end-to-end redesign of the MPC website, ensuring the final product reflected MPC's cutting-edge creativity and technical expertise.
Responsibilities
Project Leadership, Product managements, Cross-functional Collaboration, User-Centric Research, Design Execution and Technical Integration.
Goals & Objectives
Our primary goals were to enhance user engagement and showcase MPC's impressive portfolio. Additionally, we aimed to improve site navigation and accessibility, particularly on mobile devices, and elevate the visual identity to reflect MPC's innovative spirit.
To achieve these objectives, we focused on creating an intuitive and visually stunning interface, streamlining user flows, and incorporating rich multimedia elements that highlight MPC's projects and capabilities.
Research
Extensive research was conducted, including competitor analysis, user surveys, and stakeholder interviews. This provided deep insights into user needs and industry standards, guiding our design decisions and ensuring the website met user expectations.
Participants
The research phase involved a diverse group of participants, including existing and potential clients and internal stakeholders. Their feedback was crucial in shaping a user-centric design.
Key Insights
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Key Insights 〰️
Content is King
Users wanted an easily accessible and visually engaging portfolio that is optimised for mobile.
Brand Storytelling
Users valued immersive content about MPC's projects and innovations.
Intuitive Navigation
A streamlined and intuitive navigation was needed to help users easily explore the vast content library.
Information & Technical Architecture
We restructured the information architecture to simplify navigation and improve content discoverability. The technical architecture was designed to support rich multimedia content, ensure fast loading times and be easily configured in the CMS Umbraco.
Personas, Empathy & Journey Mapping
I developed detailed personas to represent MPC's diverse user base, including potential clients, industry professionals, job seekers and educators. Empathy maps and journey maps were created to simplify the navigation and visualise user interactions and highlight key moments of engagement and frustration.
The Design Process
Our goal was to craft an immersive experience where MPC's extraordinary video content takes center stage, vividly demonstrating their status as the world's leading visual effects company. The redesign aimed to let the visual storytelling speak for itself, showcasing MPC's cutting-edge projects and unparalleled expertise.
The design process was structured and iterative. We began with brainstorming sessions to align on vision and goals, followed by wireframing to explore layout options. Prototypes were developed for testing and validation, with continuous iterations based on user feedback. The final high-fidelity designs featured visually striking UI components that adhered to MPC's brand guidelines, including bold typography, dynamic visuals, and a cohesive color palette.
Prototyping & User Testing
High-fidelity prototypes were created using Figma and InVision, allowing for detailed internal reviews and user testing. This ensured a polished and user-approved final product. User testing included A/B testing and usability testing with their internal teams, existing clients and new users. This helped us identify and resolve usability issues, ensuring a smooth and intuitive user experience.
The Solution
The Solution
The final design solution featured a sleek, responsive interface optimised for both desktop and mobile users. It emphasised an engaging portfolio section showcasing MPC's projects across their studios with high-quality visuals and detailed case studies.
The navigation structure was streamlined for easy content discovery, while integrated brand storytelling highlighted MPC's innovations and industry impact, creating a cohesive and immersive user experience.
The site also featured elegant micro animations for transitions, reinforcing a high-quality user experience that aligns with MPC's overall standard of excellence. These subtle animations provided users with a sense of MPC's innovative leadership and set a benchmark for industry standards.
Impact & Results
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Impact & Results 😍
User Engagement
30% increase in user engagement and time spent on site.
Enhanced Brand Storytelling
Improved ways to showcase content that really elevates video and behind the scenes content.
Mobile Usability
76% improvement in mobile and desktop navigation and search efficiency.
Brand Perception
89% of users felt the new site enhanced brand perception and reputation for innovation and creativity.
Improved User Satisfaction
20% increase in client inquiries, project leads and potential job enquiries.
Improved Performance
+35% in SEO scores and a +30% improvement in website loading times, resulting in a smoother user experience and higher user satisfaction.