Ad Lounge is a volunteer-based netwokring community which creates unexpected industry events that surprise, and that help marketers and agencies stay head of the curve, stay connected.

But its website was aged in terms of design and presentation of information. I redesigned the CMS based website to be mobile-friendly with a more clear structure and a unified visual identity. It also looks convincing and inviting.

The Evaluation of Current Website

After evaluation of current website and interviews within the organization, some of the main findings are as follows:

It’s not really clear what this company does overall. The IA is not clear and the navigation system needs to be redesigned. E.g. the Event Section, which is the most critical content, is getting lost within the site.

Findability needs to be improved: for example it's hard for the users to find the events they might be interested in.

Homepage doesn't leave the user with a positive first-impression: wordy, bombarded and boring.

The visual design underlines the feel of outdatedness. The visual hierarchy is weak and it lacks a unified powerful visual identity that can accommodate those individual event sub-brands.

The dropdown menu is the only entry point to all the events.

Inactive socia media and news feed have high priorities in Homepage.

All event series have totally different look and feel.

Goal and Objectives

The main goal of this project is to renew the Ad Lounge website into a creative and experiential environment that showcase industry-related trends and topical items in a user-friendly way.

Objectives that came with this goal:

  • Transfer information in an attractive and easy-to-understand manner.
  • Draw more attention to events-related info through design and functionality.
  • Sleek redesign of website onto a Wordpress platform, allowing clients to edit the content themselves

Structuring The Experience

Collaborating with the client, I made an inventory of all existing content first and then updated the site architecture. I simplified the content by:

  • omitting the content that wasn't serving a purpose like the news feed section.
  • reorganizing the events pages into pre-events and post-events.
  • breaking things up into modules, prioritizing them and sketching out ideas for each one and how they might be laid out on the page.

↑ Updated Sitemap of Ad Lounge Website

↑ Modularsof Pre-event Template

↑ Modulars of Post-event Template

Visual Design

The new experience will emphasize on who AdLounge is and what events AdLounge have brought to us.

Regarding the homepage I did for example the followings : Creating a section for AdLounge introduction and what people say about it; Highlighting 3 featured events with a “See All Events” CTA leading users to “Events” Page.

“Events” Page showcases all the 5 event series ; the upcoming events are treated differently to be prominent.

All the event series are unified using similar page structure while differentiated by imagery, colors and background pattern.


Events Page

Taking accessibility into consideration

I tested color contrast compliance with the Web Content Accessibility Guidelines (WCAG). The color palette conforms with WCAG 2.0 Level AA.

With responsiveness in mind, I started with presenting content suitable for the small screens and then enhanced it for the desktop.