Facilitating endless discovery
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Scope
Design system and patterns
Accessibility and mobile optimization
Low engagement and fragmented content limited OMSI’s regional impact
Low engagement across OMSI’s constantly changing mix of events, exhibits, articles, and blog posts limited its ability to be recognized as a regional icon. Users struggled to explore content in meaningful ways without getting lost or abandoning ticketing flows.
A redesigned website balances discovery with conversion
In tandem with a physical expansion and brand refresh, we redesigned the digital experience to prioritize both discovery and conversion. The site was structured to introduce multiple entry points into content—making exploration seamless—while carefully protecting and streamlining ticketing workflows.
Post-launch results
4.6x increase in traffic within three months of launch.
6.8x increase in total page views.
Higher pages per session, reflecting deeper exploration.
15% drop in bounce rate, reducing early exits.
+5 minutes in average session time, signaling stronger engagement
Skills
Art direction
Content design
Design systems
Presentations
Interaction design
Personas
Presentations
Project planning
Technical documentation
UI Design
User flows
UX Writing
Wireframes
Role and process
As the design lead, I collaborated closely with OMSI stakeholders, our engineering team, and strategist. Together, we defined requirements within the context of a fast-paced agency project. I then created technical wireframes for design system components and mapped user flows. I also conceptualized early visual design direction before passing the baton to a visual designer to apply client-directed styles.
Decisions
Focus on conversion when appropriate — Removing exploratory content streamlines the path to purchase, reducing friction and driving higher transaction completion.
Minimize animation on task-focused pages — Reducing motion and visual distractions on pages where users complete key tasks keeps the experience efficient and focused, helping users complete actions faster and with fewer errors.
Learnings
Clarity beats complexity — Reduction in patterns across the system optimizes performance and reduces user cognitive load.
Keep visual design purposeful — Excessive flourishes may impress at first glance but often distract from core tasks, reducing clarity and hindering usability.
