Photography website redesign 
Project  Overview
The product
The product is a multi-page photography website designed to attract new clients and serve as a branding tool for a photographer.

Project time 
December 2022 – January 2023

My role
User Experience designer, researcher, writer, and no-code developer
Responsibilities
User Research, Usability Study, Competitive analysis, Paper and Digital Wireframes, Design System, Low to High-fidelity prototypes, SEO optimization,  website development (WordPress Elementor) 

Tools
Figma, Adobe Photoshop, Google Analytics, WordPress, Elementor
Project Background
Julie Pavlova Photography is a Family Photography Studio located in Harrington Park, NJ. Julie Pavlova is a professional photographer specializing in custom Family Photography, Maternity, Newborn, and Personal Branding sessions.
Julie graduated from the New York Institute of Photography and is a member of the Professional Photographers of America (PPA).
In 2020, 2021, 2022, and 2023 Julie was chosen as one of the Best Newborn and Maternity Photographers in New York City and Hoboken, NJ (by Expertise).
Her clients describe Julie’s style as elegant, intimate, and timeless.
Website
juliepavlova.com
The problem
The website is experiencing a high bounce-off rate, primarily due to issues with search keywords. A significant proportion of visitors are searching for a cake that happens to be a homonym of the business name, leading to irrelevant search results and frustration. Additionally, the current landing page does not appear to be optimized for search engines, which may be contributing to the low visibility of relevant content for search queries. The website is also missing important information and the reasons to work with the business. It looks outdated and amateurish. 
The goal of the redesign
- To improve the search functionality to increase traffic to the website (SEO);
- To lower bounce-off rates;
- To add new information blocks;
- To improve user experience;
- To bring to the industry standards.
Product/ Services
Maternity, Newborn, Family photography, Headshots, Personal Branding sessions, Fine Art, and Beauty photography sessions.

Location
New York Metropolitan Area

Recording of a website after the redesign.

Research
Interests of the target audience
The data was collected through Secondary research by reviewing online forums and discussion boards where people shared their experiences and concerns about photo shoots. The data was then analyzed and categorized:
- Self-expression and creativity: the target audience is interested in capturing their unique personalities and celebrating their individuality through personalized photo sessions.
- Celebrating milestones: Maternity and newborn sessions capture some of the most significant milestones in a woman's life. The target audience may be interested in capturing these moments in time to remember forever.
- Personal growth and development: Women in this age range may be focused on personal development and growth, and they may see these portrait sessions as an opportunity to reflect on their personal journeys.
- Women's empowerment: Women's empowering portraits are all about celebrating the strength and power of women. Women in this age range may be interested in showcasing their confidence, independence, and strength through these types of portraits.
- Professional development: Personal branding sessions are often geared toward entrepreneurs and professionals who are looking to create a brand image for themselves. Women in this age range may be interested in building their personal brand and using these photos for marketing and networking purposes.
- In addition to these interests, research finds that the target audience for these portrait photographers is likely to be digitally savvy, socially conscious, and interested in environmentally sustainable products and services. 
Major pain points of the photographer's target audience
General concerns: 
- Women feel vulnerable and are afraid that they won't look good in photos. 
- Preparing for a photo shoot is a complex and multi-step process that is difficult to do on their own without enough experience and knowledge. 
- Negative experience working with a photographer is also a concern.
Clothing: 
- Choosing the right clothes for the photo shoot is a major concern for clients. They want to know what kind of clothing looks best in the frame and what will suit them specifically. 
- Clients want to make sure that all the family's clothing looks harmonious and matches the overall aesthetic of the photo shoot.
Choosing a stylist: 
- Clients often need advice on whether they should do their hair and makeup themselves or hire a professional. 
- They want to know how to do hair and makeup properly and where to find a good stylist and makeup artist. 
- Fear of not liking the work of the stylist/makeup artist.
On the day of the shoot: 
- Clients are often worried about what they need to bring for the photo shoot and what if they forget something important. 
- Their children might get tired or misbehave during the shoot, and their partner may refuse to participate. 
- Clients often don't know how to pose and fear being late for the shoot or having to reschedule due to illness. 
- Pricing - clients are worrying about the cost and the possibility of hidden fees.
After the shoot: 
- Clients fear they won't like the photos. 
- Inadequate retouching - clients are worrying that the photographer may not retouch or over-retouch the photos, making them look unnatural.

Competitor Analysis
The Competitor Analysis showed the strength and weaknesses of direct and indirect competitors (the details are hidden for privacy reasons).
Takeaway of the research
The information gathered through the research revealed the needs and preferences of the target audience and identified opportunities for differentiation and improvement.
Wireframes
To address the issues mentioned above, I followed a structured process. First, I created a functional wireframe that included all the necessary information for the website. Then, I prioritized the information based on its level of importance. After that, I created several sets of wireframes, experimenting with different layouts to find the one that worked best. Finally, once I was satisfied with the layout, I created a digital wireframe.
Style Guide
Before diving into the design phase, I created a design system, that included typography, color, and components. I decided to go with a classic black-and-white style, that favorably emphasizes the photographer's works and doesn't overload the viewer with color. The main advantage of this color scheme is that it looks good with any style the photographer decides to go with in the future. 
High-Fidelity Mockup

This is what I've finally come up to for a Home page:
And a high-fidelity prototype for a Branding page:
Usability testing
To know users' opinions on the new design, I asked the photographer's followers on social media about the new design. The vast majority of responders mentioned that the new design looks clean and sleek. They liked the color choice and now all the information is clearly organized. 

Development
For the development, I decided to use the same platform (WordPress Elementor) it was initially created. Due to platform constraints, I had to make a few adjustments to the design.

Going Forward 
Currently, I am collecting data from Google Analytics and Google Business to know the performance of the website and conducting usability testing to gain insights into how users interact with the website. Based on the results, I will make further adjustments to improve the user experience. Please visit this page in a month to see the updates.
Thank you!
You can find me at:
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