UI/UX Design
Navigating Unity for Irish Film, TV, and Animation
Overview & Role
National Talent Academies, an initiative of Screen Ireland, sought Kooba's assistance to merge and enhance their websites for the Irish Film, TV, and Animation industry.
While consolidating the sites was a primary objective, the challenge included distinguishing between the three academies while maintaining unity. The key focus was on improving user engagement and page flow by introducing more captivating content on the homepage.
This aimed to enhance storytelling, inform users about National Talent Academies' services, and encourage clicks to desired sections. The strategy aimed to guide users with clear and engaging calls-to-action for a smoother experience, departing from the previous reliance on users navigating the site independently.
Challenges & Objectives
In optimising the National Talent Academies website, our strategy focused on improving user engagement and navigation. The key goal was to transform the homepage into an engaging hub with dynamic content, enhancing the site's storytelling and effectively communicating the diverse services offered.
Departing from the past reliance on users to navigate independently, we implemented clear and enticing Calls to Action (CTAs) to guide and prompt users for a smoother experience. This user-centric approach extended beyond the homepage, addressing challenges on specific pages, such as the Animation landing page lacking supporting text or buttons. The redesign prioritised bringing essential information to the forefront, reducing bounce rates, and creating a more user-friendly platform.
Another key objective was to design the site to be more accessible, specifically regarding text accessibility and colour contrast. The original site contained black-and-white imagery with grey description text, which lacked contrast and did not do justice to the image or the written information. Tackling blockers to accessibility such as text legibility were embedded into the planning of the site, and taken into account at each stage.
Lastly, the new design strategy sought to highlight information about National Talent Academies’ opportunities and courses in a clear and concise manner. The prior site presented the information within a listing format; within the planning process, we wanted to create a more visual way of presenting the courses within the site which would lead to a lower bouncer rate and a more engaging user experience.
We enhanced the National Talent Academies' homepage by incorporating an all-black banner for a visually impactful backdrop to creative assets, creating a bold contrast. To optimise user experience, we implemented a dynamic loading approach, gradually unveiling elements to emphasise their significance.
Our hero banner design prioritised versatility, enabling the simultaneous display of multiple images or videos to showcase the diverse talents and projects across National Talent Academies. This visual strategy offered a comprehensive overview during the user's initial interaction, enhancing the overall user experience.
The website promotes exploration and engagement by consolidating courses and introducing a user-friendly filter system based on academy type. This allows visitors to tailor their browsing experience seamlessly, accommodating those interested in upskilling or exploring different academies within National Talent Academies.
In summary, the consolidation of three academies into a unified platform, a central goal for Kooba, has streamlined access to animation, film/TV, and crew information. The digital space of the new site now effectively houses comprehensive details about each academy's courses, presenting the extensive information in organised and coherent pages.