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Bimbim collective

How to create an online experience that is relevant for multiple audiences ?
computer and phone

BIMBIM is a multidisciplinary collective that create immersive art-experiences for their audiences to reconnect. We designed a responsive website from end-to-end for visitors, corporate partners and festivals.

Duration
Spring and summer 2020 - 10 weeks
My role
Project management
User research
UX Strategy
Prototyping
Web design
Topics
Art
Mindfulness
Initial work on the visual identity
Creating the logo

The work on communication started in spring 2019 to kick start the events of the collective. With the desire to break the conventions of personal development and psychology, the work on visual identity quickly focused on a sense of fun and pleasure. Graphic designer Manon Giloux, member of the collective, created a logo inspired by Tetris games - highlighting the mirror effect of the word Bimbim by splitting it into two similar parts.

Producing the posters

Following this work, we carried out the work on the communication posters for our two first events. This work helped us define more precisely the visual identity of the collective. For "Ego relaxation", we decided to twist the famous reference of the greek sculptures to make our communication fun and culturally relevant. And we used the abstract shape of a finger print to keep the mystery alive for our very first event "Alchemical activation".
Graphic design by Manon GILOUX ↗
Graphic design by Manon GILOUX ↗
User research
Framing our problem for the Web design

Carried out in 2020, the user-centric process offered an opportunity for the collective to question the way we were operating. After 2 years of activity, a few questions needed to be addressed :
> Who is our audience ?
> What is our value proposition for them ?
> How do we achieve a sustainable business model ?

Understanding the users

As a first step of the UX research, we needed to understand our audience and define the personas. We collected information thanks to follow-up questionnaires from participants and interviews with partners. Based on this information, we defined the 3 main personas.

Defining our goals for the website

We dived into the existing activities and value proposition, and defined 3 main goals for the website:

#1 Functional : Build the credibility of BIMBIM and art-experience.
#2 Financial : Get in touch with partners and co-producers.
#3 Social : Arouse the interest of a community of art-experience lovers.
Rapid prototyping and user testing
Version 1 on Figma

A first version of prototype was made with a wide range of bright colours and a file-type menu.

User testing

The design was tested with 3 users at the studio. While I was observing the process, users could :
> Click and go through the sections,
> Ask me questions on the navigation and content,
> Comment while visiting the prototype,
A wrap-up conversation was dedicated to make a synthesis
of the experience on the prototype.

Feedback from users

The experience was too colourful and not suited for corporate partners :
> Too many colours ...
> Text in the navbar is not easy to understand
> Too much text on the pages
> The website is not “immersive” enough
Second prototype
Modifications based on the feedback

The experience on the website needed to be more clean and more immersive at the same time. Key changes were brought to the global design to satisfy those needs :
> Design became minimal to give more space to immersive content (e.g videos and pictures)
> Site map and names of the sections were changed to offer a simple and intuitive navigation.

Version 2 on Figma

A new version of the prototype was created thanks to the feedback sessions with the users. It was now the turn of the team to contribute with their feedback to get to the final version.

Feedback from the team

After getting feedback from the team, I decided to insert 3 main changes to the website :
> Graphic design : Transform the navbar for a better clarity all over the website,
> Ux design : Insert a button on the home page for a better navigation,
> Copywriting : Engage the audience with questions in the text.
Web design case study Bimbim collective
Final website on Webflow
I finally created the website from scratch on Webflow, using the prototype that was already made on Figma. Webflow allows to use HTML as well as CSS. The platform is based on Javascript for interactions.

The web design focused on 3 priorities
> Give a feeling of our art-experiences with the insertion of an immersive video on the landing page,
> Explain our intention & formats,
> Invite festivals & organisations to get in touch for potential partnerships.
Key learnings
#1 Enhanced cooperation
is possible thanks to collaborative design tools such as Figma and Webflow.

#2 Prioritizing the audiences
made decision-making easier during the design process.

#3 Visual design needs to stay flexible
and adapt to the needs of the users along the design process.

Visit the website at www.bimbim-art.com
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