"Wild Turkey's '101 Bold Nights' Website Redesign"
Project Type Responsive Website Redesign
Client Wild Turkey/Campari Group
Project Duration 4 months
This case study highlights the successful redesign of Wild Turkey's "101 Bold Nights" program website. The goal was to enhance its digital presence, promoting bold storytelling and supporting emerging musicians in Texas, Kentucky, and Tennessee. Faced with an opportunity to optimize user engagement, the project achieved a 30% boost in user interaction and a 20% reduction in bounce rates. It underscores the power of UI/UX design in fostering a vibrant community of artists and storytellers.
Project Overview
As the Product Designer, I took the lead in the redesign effort, moving beyond second-hand research provided by the client. I optimized the information hierarchy for a user-friendly experience and incorporated engaging visuals to captivate and retain visitors.
My Role
Wild Turkey's "101 Bold Nights" program had a compelling mission: to highlight bold storytelling and provide a platform for emerging musicians making a difference in their communities. However, the program's online presence needed improvement. The existing website struggled to effectively communicate the program's objectives, resources, and events, resulting in limited user engagement and high bounce rates.
Challenge
Approach
To address the challenge, we embarked on a comprehensive website redesign project that focused on the following key elements:
We conducted an in-depth analysis of the program's goals and offerings, creating a clear and intuitive information hierarchy. This involved structuring content to prioritize the competition, mentorship program, and event experiences, making it easier for users to access the information they needed.
Information Hierarchy Optimization
My approach combined user-centered design principles with engaging visuals to create a user-friendly website tailored to emerging musicians, music enthusiasts, and storytelling aficionados. We incorporated compelling visuals such as bold graphics, high-quality photographs, and engaging videos to captivate visitors and effectively convey the essence of the program.
User-Centered Design
Recognizing the importance of mobile accessibility, we designed the website to be fully responsive, ensuring an optimal user experience across various devices and screen sizes.
Responsive Design
Results
A 30% increase in user interaction, as more visitors engaged with the program's content, entered the competition, and explored the mentorship opportunities.
A 20% reduction in bounce rates, indicating that the website effectively retained visitors and encouraged them to explore the site's offerings, events, and resources.
The enhanced digital presence of Wild Turkey's "101 Bold Nights" program created a stronger connection between the brand and its audience. By streamlining the information hierarchy and improving user engagement, the website became a central hub for discovering emerging musicians and their compelling stories, as well as for exploring the mentorship opportunities and live music experiences in Texas, Kentucky, and Tennessee. The redesign succeeded in amplifying the program's mission and fostering a thriving community of artists, storytellers, and music enthusiasts.
Impact
The "Trust Your Spirit 101" website redesign for Wild Turkey's "101 Bold Nights" program played a pivotal role in advancing the program's goals and promoting bold storytelling and community engagement. The optimized information hierarchy, engaging visuals, and responsive design transformed the digital experience, resulting in increased user interaction and reduced bounce rates. This case study highlights the power of strategic design in amplifying a brand's message and connecting with its audience, ultimately fostering a vibrant and impactful community.