Holistic Web Design Journey: From Vision to Execution for Terence Lewis Studio
One of my earlier projects involved working with the celebrated choreographer, Terence Lewis, widely known for his work as a dancer, TV judge, and multiple Guinness World Records winner. Terence approached ISOBAR, the digital agency I was part of, during the early stages of establishing his dance studio, seeking to build an online presence that would target three distinct groups: fans seeking information, business partners looking to collaborate, and students eager to learn dance. As the lead designer on this project, I was responsible for creating a website that catered to all these audiences, balancing creativity, usability, and brand representation.
The Challenge
The primary challenge of this project was to create a website that balanced the needs of diverse users while conveying Terence’s passion for dance. It required a multi-functional platform that was both visually engaging and user-friendly. Each user type—fans, business clients, and students—had unique goals, and the design had to accommodate their respective needs. Additionally, since Terence’s brand was still growing, the design had to reflect his identity and aspirations as a premier dance educator and choreographer.
Research & Understanding
To fully understand Terence’s vision, I visited his dance studio and interacted with his students and creative team. This experience gave me crucial insights into his business model, the user base, and the type of engagement they expected from the website. With this information, I was able to move forward with the project, having a clear understanding of the functional and aesthetic requirements.
Concept & Sketching
After gathering the necessary research, I began the concept phase. I sketched rough outlines of the website, ensuring that it would be visually appealing and user-friendly. These initial designs were discussed and revised with Terence and his team to reflect his brand's identity and user needs. The design’s main focus was ensuring clarity and ease of navigation for all three user groups.
Wireframes & Site Mapping
With a solid sketch, I started designing wireframes, mapping out the content, layout, and interactive elements. The wireframes helped organize the website into manageable sections based on user objectives and the client’s requirements. The site map was finalized to accommodate key elements like Terence's biography, dance courses, business inquiries, and student enrollment.
User Journey Mapping
To optimize user experience, I created user journey maps for each type of user, detailing their interaction with the website from start to finish. This process helped anticipate potential user challenges and objectives, allowing us to adjust the website flow accordingly. User stories were also mapped to customer journeys, which gave us a clearer picture of users' expectations at various stages of their interaction with the website.
Prototyping & Testing
I developed interactive prototypes based on the wireframes to simulate the final product. These prototypes were tested with users from each of the target groups to identify pain points and opportunities for improvement. We ran multiple iterations, refining the design and content with each test. The prototypes allowed us to focus on goals such as ensuring users could navigate the site easily and find the information they needed without confusion.
Visual Design & Final Development
After refining the wireframes and prototypes, I focused on visual design. The goal was to ensure that the UI seamlessly merged with the branding, making the interactive elements feel integral to Terence’s creative identity. The final design balanced visual appeal with functionality, allowing users to connect with Terence’s vision while effortlessly navigating the site. We added a Content Management System (CMS) to empower Terence’s team to update content on their own.
Results & Impact
The website launch received highly positive feedback. Students appreciated its user-friendliness, while business partners praised the ease of access to essential information. The website helped boost Terence's visibility, increasing his business ventures and public presence. Terence used the site to upload live shows, photos, and updates, which kept his audience engaged.
Reflection
This project was an incredible learning experience that tested my creative and technical skills. I collaborated closely with Terence’s creative team, client managers, and internal staff. The project challenged me to ensure brand consistency while meeting the practical needs of the users. It also highlighted the importance of working alongside creative individuals who push you to broaden your perspective and embrace new ideas.
All Selected Works