AMERICAN ROYAL
Improved user experience for multi-event center
PROJECT GOAL
A more inclusive and informative website for all visitors
Visitors previously found it difficult to locate information, and the site was primarily tailored to competitors rather than the general public.
The redesign aimed to diminish misconceptions that the American Royal is only about BBQ and rodeo events, rather than its deep dedication to agricultural education.
Agency: AdFarm
Client: American Royal Association
My role: UX strategy, UX documentation, art direction
PROBLEM
Scattered event information
The only way to find event information was by downloading a PDF calendar or by navigating through pages to see events specific to a category.
SOLUTION
Implement a robust calendar system making it easy to find event information
The event link is located in the main navigation, accessible from anywhere on the website. A feed of current events is provided on the homepage and category overview pages.
Neatly organized event information for all audiences
Each event needs to serve a variety of audience types. Audience titles were defined to reduce confusion. Using the World Series of BBQ as an example, each audience type is related to its activities during the event for quick and easy reference.
A consistent layout to set expectations
Information is placed in consistent areas of the page. High-level information is provided first for easy scanning, followed by additional details for those who are interested.
Competition information
Key details and call to action
General description
Specific details
Final design
The final design captures the sophistication of the American Royal legacy. The blue gradient in the sky represents the evening sky as the stars are beginning to emerge.
RESULT
American Royal now has the website organization and user friendly CMS in order to capture all events and event information.
