Den Social
Located in NYC, Den Social is a nightlife venue that provides lounge and karaoke. Official website is redesigned with an elevated 3D version of their logo, animated homepage, and coherent interface that reflect on their brand identity as well as their customers usage of the website.
Overview of the Website Redesign
Den Social lounge, situated in Midtown NYC, offers a vibrant space for entertainment and events. Over the past five years, starting from 2019, Den Social has experienced remarkable growth, attracting a significant increase in customers to its lounge, karaoke, and event venue. To accommodate this hyper-growth and enhance the visitor experience, the company has undertaken a project to redesign its official website. The primary objective of this ongoing website redesign project is to improve the usability of the site for visitors. By focusing on user experience (UX) and incorporating intuitive design elements, the aim is to create a seamless and enjoyable online journey for potential customers. The website will be designed to effectively showcase the various offerings of Den Social, providing easy access to information about the lounge, karaoke facilities, and event spaces. The redesign project also takes into account the company's rapid expansion and increased customer base. By aligning the website design with the growth of Den Social, it will effectively represent the brand's identity and reflect the dynamic atmosphere of the lounge.Currently in the development phase, the redesign project involves crafting an updated website layout, refining the navigation structure, and incorporating visually appealing elements that resonate with the target audience. The focus is on creating an engaging and informative online presence that captivates potential customers and encourages them to explore the offerings of Den Social. As the project progresses, the team responsible for the redesign will continue to collaborate and iterate on the design elements to ensure that the final website meets the objectives of improving usability and accommodating the company's impressive growth.
Understanding the Current Interface
Before diving into ideating the new experience, I disected the user goal and pain points of the existing interface on the homepage. Through extensive analysis, I gained valuable insights into the branding of the company and their customer's needs.
With a clear understanding of the users' expectations as well as the client's branding images, I moved forward to define the goals and objectives for the redesign project. The primary focus was to enhance engagement, improve visual elements to ensure a high level of user satisfaction throughout the website.
Navigation Map
3D Visuals
Logo Animation
Using Adobe Illustrator, After Effects and Figma tools, I created a 3D representation of the brand's already existing logo and text. To match the modern and loud branding image, I created a simple, yet dynamic animation. The animation will be featured on the front of the homepage to state the strong visual identity.
Final Rendering
The New Design
I have redesigned the homepage, taking into consideration three primary objectives: enhancing user experience, improving usability, and ensuring user comfort. The new design seamlessly aligns with the brand's visual identity and incorporates rendered animations that enhance the overall visual appeal. The spacing and navigation elements have been simplified for easy and intuitive user interaction.
Reflection
I developed a new website design that embraces a user-centered approach and emphasizes continuous improvement in the design process. While the project is still ongoing, I am actively working on improving the navigation of other pages and developing the interfaces of the system. By focusing on user needs and feedback, this redesign aims to create a seamless and intuitive user experience throughout the entire website. Once the redesign is implemented, it is important to track and measure the impact it has on various metrics to evaluate its effectiveness. By recording the impact of the redesign, I will gain valuable insights into the improvements made and make data-driven decisions for future iterations. Key metrics to consider may include user engagement, conversion rates, bounce rates, time spent on site, and user and company feedback.