ASCAP.com

Product Design Lead
-
2016 - 2020
Project Overview
ASCAP.com suffered from an overwhelming amount of content  and lack of hierarchy and no mobile experience. Important information was hard to find and was used internally as a repository of past work.
My Contributions
A responsive solution streamlining member and licensee information. Working with Marketing and Member Support departments to identify the pertinent information for our users and elevate it appropriately. I created the first concept for the redesign and worked with an additional designer to flush out the modules for the marketing team to use. Acted as the de facto product owner with stakeholders and development resources. Evangelized internal adoption of modern web best practices.

Goals

1
Create a modular system of components
2
Unify the navigation across the site

Homepage

Before
After

Modular System of Components

Wireframes

When redesigning ASCAP.com, we created a modular approach allowing for the marketing team to build their own pages based on the modules. We provided example layouts for their reference.

Layout Variations

Each module had different layout options for the team to use depending on the use case. This was to allow them the creative freedom to create interesting pages while maintaining consistency across the brand.

Mobile

This redesign was ASCAP's first step into responsive web design. We accomplished this by talking about each component as a module that will shift for each device. We had to balance the internal processes of the organization with the shifting external expectations. This redesign helped move ASCAP's internal stakeholders to start thinking about the impact on mobile and how to better prepare for the future.

Redesigning the Navigation

Reorganize

As part of the redesign, we needed to justify to the different departments how the update would effect their legacy content. As a team we spent time unpacking what was the most important communication for each ASCAP audience and providing a space for further content.

Default Nav

We simplified the navigation from multiple different visual navigation treatments to a singular navigation. This allowed for the organization to give equal weight to each of their audiences. The left nav bar became the singular item that remained constant across the site.

Signed in Nav

Through user research we noticed that users navigated between Member Access and ASCAP.com content. To make that simpler and allow for quick access to member information, when logged in, the user has access to their content first then the ASCAP content.

Metrics

150,000+

We saw an increase in users to the site per month

36%

We went from ~10% mobile users to 36% mobile users