Creative direction
Web design
Design lead
Brand book design
Overview
My role
- creative direction
- Visual design
- User Experience Design
- Interaction design
- Prototyping
- Client liaison
Objective
To apply excellence and creative thinking to the web experience so that visitors could experience the qualities of the brand in every interaction.
Solution
Armed with user testing data, I ensured we were on track with assumptions and decisions and regularly checked the solution aligned with The Royal Opera House design principles;
- • Excellence
- • Curiosity
- • Theatrical
- • Welcoming
- • Straightforward
With a successful launch and great user feedback, they asked me to develop their brand book. And when they had secured more funding, they asked me to further develop the events calendar.
Head of Digital Product and Delivery, Head of Brand Marketing and Campaigns, Digital Design Lead (me), in-house interaction designer and development team.
What I achieved
Using a thorough and thoughtful process I set the project up for continued success. I was hired as a contractor so wanted to ensure the tools and assets were in place so the team could leverage and use them going forward.
Using Principal, I put together a video to demonstrate key page animations for the team.
How I achieved it
Discovery
The gain a thorough understanding of the project, I worked closely with the team to understand the business vision and the thought process behind the rebrand. I also conducted competitive analysis to gain a thorough understanding of its positioning within the marketplace.
Solutioning
I worked closely with the project team, meeting regularly to ensure we were on-tack and everyone was onboard throughout the process. We put together mood boards, and a roadmap, involving the stakeholders at each stage. I fleshed out wireframes for key pages, moving to design when these were signed off.
Once the key pages were signed-off, I put together key documentation for hand-off. This included a style guide and pattern library to ensure consistency throughout. I used Principal to compile videos demonstrating key interaction animations and to help guide the development team. I then put together brand guidelines after completing the redesign to guide all future work.
“I would thoroughly recommend her.”
“…responsible for the visual design of the new web pages from brand identity to interaction and animation. Aoife worked quickly, coming up with multiple creative routes and providing various options for key decisions, responding to input from stakeholders and feedback from user testing, always setting out her preferred design with clear arguments to support her recommendation. We will continue to use Aoife for new designs and to ensure that we are always using the latest thinking in design. I would thoroughly recommend her.”
Linda Benjamin – Head of Digital Product and Delivery