Fading presence in
the digital age
INTRODUCTION
The Indian Musical Society of Minnesota is an Indian arts and cultural organization organising performances by famous Indian Classical musicians.
Despite IMSOM’s contribution in bringing Indian Classical Music to the community, its online presence was no longer aligned with its rich and deep history.
OLD WEBSITE
THE PROBLEM
IMSOM's outdated website failed to meet the evolving expectations of its audience, creating a disconnect between the organization and its community.
CHALLENGE
To modernize IMSOM’s digital presence through a website redesign and backend overhaul. The new solution needed to be scalable and create a seamless experience for users.
Website Redesign
Backend Design
Understanding Stakeholders
Organiser Interviews : 4
Focus Group: 1
Interviewed all the stakeholders to get a comprehensive understanding about their current processes and customer journey and as the all the clients were in a different country, we created an online focus group session to understand their needs and stuff.
Interview Highlights
Focus Group Insights
Design Decisions
After conducting the research, there were a few things that we took into consideration and built our strategy around. While IMSOM has successfully organized several shows in the USA, we underscored the necessity for a more prominent Indian aesthetic that resonates with a younger audience and holds potential for future scalability.I weighed these considerations carefully, taking into account the current organisational flow, reach, ticket sales, and insights from market research.
Website's UI redesign should cater to the identity of young generation Indian Americans. The website's style inspiration had to be a blend of Indian aesthetics and modern taste.
To make the website easy to navigate, I must take into consideration the offline ticket booking process from the organisation side. The website should reduce the current load on IMSOM's organising committee and smoothen their booking process.
The web application should allow the elderly to dynamically change content without the knowledge graphic design. The content management app had to have a user-friendly, step-by-step input form to prevent information overload in users.
The design should be modular in order to be scalable in the future.
Early Conceptual Visuals
Challenges faced
While the backend was designed to be easy to use for the elderly, we faced pushback on our design decision to choose a darker color scheme for the website. Instead of arguing, we put our design decision to test with the earlier group of test subjects and ours passed with flying colors.
Website's Journey Map
Backend's Journey Map
New Website Design + Backend Design
Reflections
The strategy transforms food recovery from a series of isolated efforts to a cohesive, well-coordinated network. While the digital platform focused on creating seamless digital connections among the stakeholder, the physical touchpoints enhanced the strength of the existing bonds, ensuring better food recovery and distribution.
