DNA art club
Creating a high-converting, user-friendly platform that drives membership growth and event attendance
Key goals
Improve site performance and mobile responsiveness
Create clear user pathways for artists, attendees, and members
Streamline membership signup and event booking processes
Enhance artist community showcase and discoverability
Timeline
8 weeks (October - November 2025)
Week 1: Discovery & site audit
Weeks 2-3: Design development & mockups
Week 4: Content architecture & reorganization
Weeks 5-6: Development & revisions
Week 7: Integrations & testing
Week 8: Launch preparation
Project Status: Ongoing - Design phase complete, development in progress
Tools Used
01. Homepage
Key Improvements:
Clean hero section with prominent "Join Community" CTA
Clear information hierarchy: what DNA does → location → events → community
Preview of actual events/classes/workshops (not just categories)
Before
After
02. About Page
Key Improvements:
Story-format layout showing DNA's journey and values
Highlighted key phrases with dimmed supporting text for better readability
Structured content with clear visual hierarchy and professional typography
Before / after
03. Calendar Page
Key Improvements:
Custom Webflow CMS calendar replacing third-party widget
Added filters: location, date selection, and event type
All events unified on one page with lazy loading for performance
Before / after
04. Individual Event Page
Key Improvements:
Structured event details in consistent format: location, type, language, facilitator, level, cost
Sticky booking form using red brand color for high visibility
Dedicated sections for "About the Event" and photo gallery
Before
After
05. Membership Page
Key Improvements:
Side-by-side membership comparison layout for easy decision-making
Clear differentiation between membership tiers and benefits
Consistent call-to-action buttons throughout
Before
After
06. Artists Page
Key Improvements:
Redesigned artist cards with hover-expand functionality showing full bio (replaced non-responsive popup pages)
Chronologically sorted from longest to newest members
Added search by name and filter by artist specialty
Before / after
07. Artist Form
Key Improvements:
Restructured user flow: moved from navbar to membership page with dedicated "Become an Artist" page explaining benefits
Multi-section form with radio buttons for required questions following UX best practices
Clear headings and hint text for improved form completion
Before
After
08. Services Page
Key Improvements:
Consolidated 3 separate pages (Services, Voiceovers, Art in DNA) into one unified page
Removed repetitive content, streamlined to 6 template-ready services
Consistent layout and single contact form with service dropdown
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09. Blog Page
Key Improvements:
Uniform card layout with consistent image heights, text alignment, and improved visual hierarchy
Featured articles highlighted with larger hero cards for better content discovery
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10. Newsletter
Key Improvements:
Unified 3 different designs (popup, homepage form, separate page) into one consistent page
Form matches website design language and brand consistency. Fixed language inconsistency (German error messages changed to English)
Before / after
