Role
UX Design Intern
Duration
June 2021 to December 2021
Tools
Figma
Team
UI/UX Designer, Interaction Designer, Graphic Designer, Developers
Overview
What is C-Tribe?
C-Tribe is a diversity-led collision gathering that brings together big thinkers, innovators, and creatives across various industries. Their aim is to help celebrate diversity and help innovative and creative people achieve their dreams. Currently, C-Tribe operates across the verticals of tech, music, fashion, culture, and gaming. For this assignment, my focus was mainly on the music vertical.
The Project
For this project, I was tasked with creating the full website sitemap and low-fidelity wireframes + a low-fidelity prototype for the music festival website which needed to be responsive to desktop and mobile breakpoints. I started with the sitemap first, having this finalized before jumping into the design of the web pages was important to ensure that the entire team was in agreement on the website’s functionality and content offering as well as how users would navigate the site. Next, I moved on to the low-fidelity wireframes. As I designed the layout and page hierarchy I was able to refer to the sitemap that I had previously created as well as a few user personas that were put together as a team effort.
Upon completion of my role in creating the underlying structure of the website, I was able to demonstrate the functionality of the site to other team members as well as stakeholders by prototyping the low-fidelity wireframes.
Sitemap for the entire website
User personas
Persona #1
Aaron “Commerce” Song:
4th year commerce student at U of A, works part time job at ATB.
Basic Demos:
22, Male, Edmonton
Personal Background:
He is a city-dweller, lives in an apartment in downtown Edmonton, and is currently going to the U of A studying Commerce. He lives with his girlfriend and has not kids. Drives a Mazda 6.
Attitude towards C-Tribe summarized in a quote:
“As a conference, C-Tribe is a truly a reflection of the city it’s hosted in: it’s young, it’s innovative, and it’s got something to prove. While far from perfect, the conference was decidedly impressive in its first attempt, pulling in world class speakers across a variety of sectors. I was especially impressed by the breadth of topics at play during this year’s conference, as the discussion ranged from entrepreneurship and business, to urban planning, psychology and everything in between.”
Motivators & Activities:
Aaron is an aspiring professional who has a desire to make an impact in the world and work for a company with meaning. He is an intrapreneur at heart and he loves learning, but he also seeks experiences that can have lasting positive impact on his self-perception, life outlook, and acceptance of others.
Places and Spaces:
Part of multiple student groups and is active on campus, goes to Whyte Ave. when he isn’t busy with school, uses Instagram, FB, Snapchat for an average of 1 hour each day. Attends meetups in his free time and actively looks for other creative events.
Persona #2
Julia “Aspiring Designer” Rumford:
Second year NAIT student and aspiring clothing designer.
Basic Demos:
20, Female, Edmonton (moved from Picture Butte, Alberta for school)
Personal Background:
She is a recent city-dweller, living on NAIT Campus, and is currently going to the NAIT studying Fashion Design. She is not dating, no kids and lives with two roommates. She does not drive.
Attitude towards C-Tribe summarized in a quote:
“What mostly impressed me about the C-tribe Festival was the detail put towards the experiences. I attendee both Venezuelan Nights and Fashion Show and it’s hard to believe that experiences like this exist in Edmonton. There is such an underrated arts, music and Fashion community here and this event really brought it to light. The festival was also a great opportunity for me to get away from the daily structure that life brings.”
Motivators & Activities:
Sells jewellery online using shopify and IT as platforms. Wants to move to Vancouver or Toronto to pursue her love for fashion isn’t quite tapped into the fashion community here because she feels like there isn’t one. Looks for events that provide her with that ‘separation experience’. It’s this separation, or distance from the structures of daily life, that provides her with the necessary space to re-evaluate and develop themselves.
Places and Spaces:
Goes to art and music festivals like the Fringe and Folk Fest
Looks for fashion related events to attend
Uses Instagram, Snapchat, Pinterest and Facebook for an average of 1.5 hours a day.
Persona #3
Jonathan “AI Developer” Shenzhu:
4th year Computer Science student & is an aspiring AI Developer
Basic Demos:
20, male, Edmonton (is an exchange student from China)
Personal Background:
Lives in College Plaza, but spends a lot of his time in the Computer Science building studying; aspires to be an AI Developer in Canada). Not dating, with no kids, and has a roommate. Drives.
Attitude towards C-Tribe summarized in a quote:
“I do not go to many events outside of school, but what intrigued me about the C-Tribe Festival was the vast amount of companies in my field that attended. I was able to learn more and connect with executives from major AI companies in Canada and they gave me confidence to switch my area of focus to Artificial Intelligence. Also, there was a strong community of business students and it was great to learn what kind of ideas they had or were starting.”
Motivators & Activities:
Wants to get a work VISA, permanent residency and his citizenship here in Canada. Does not usually attend events because he is generally shy. Participates in hackathons at Startup Edmonton on the weekends when he has time. Has a co-op term at Intuit this Spring, but is looking to work for a startup.
Places and Spaces:
U of A Comp. Sci. Department, Board game cafe, International House, uses Snapchat, Instagram and WeChat.
Low-Fidelity Desktop Wireframes
Low-Fidelity Desktop Wireframes
Design Decisions
Landing Page
I opened the landing page with a hero image and accompanying text with the name of the festival as well as the festival dates and location. Underneath that, I added a call to action for users to quickly purchase tickets, I took into consideration that some users could be visiting the site for the first time and others may be repeat visitors so this link could benefit both types of users. Next is an informative and impactful statement about the festival. I listed out quick links to the other C-Tribe verticals which could be informative for users who are unaware of all that C-Tribe has to offer and could possibly discover more events they would like to attend ontop of the music festival. I also added a video to show users a highlight reel of past events to give them a taste of what they can expect when they attend the festival. Next, are mini profiles of the three main stage artists that will be performing at the festival. And lastly we have venue information including a photo to give users an instant visual for the venue and then the page ends with a list of the top sponsors.
Conclusion
Takeaway
It was a rewarding experience to watch my low-fidelity wireframes set the foundation for the overall user experience of the site and see the designs come to life in high-fidelity. Take a look at the Desktop Prototype + Mobile Prototype and check out the final design of the website at ctribefestival.com.
