UX DESIGN PORTFOLIO

Luka Price

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CASE STUDY

WEBSITE REDESIGN

THE TASK

Independent Musicians Collective (IMC) are a talented 10-piece vocal collective who perform with four piece band (keys, bass guitar, electric guitar and drums). They perform original vocal-driven arrangements, specialising in jazz, soul, blues, gospel, motown, disco, funk, house and pop anthems at various events including hospitality and music venues, weddings and corporate events.

IMC were looking to expand their reach and gain more performance opportunities.

The group needed a new website to help with their goals in the following ways:

To be easy to update, and look modern and professional
To increase IMC’s visibility in search engine and AI chat results
To provide enough information to potential gig bookers to feel confident about booking us
To make it easier for potential gig bookers to get in touch with us

SKILLS/TOOLS

Figma
UX/UI Design
Information Architecture
SEO Optimisation
Wordpress
Squarespace
Domain Redirecting
Google Search Console

PROCESS

Reviewed the existing Wordpress website and made UX optimisations.
Mapped out new information architecture for website with more targeted pages for aimed at different booking personas.
Created some mock up designs in Figma for new pages.
Assessed the current CMS vs other options.
Built out new website pages using Squarespace.

REQUIREMENT 1: THE WEBSITE NEEDS TO BE EASY TO UPDATE + LOOK MODERN & PROFESSIONAL

Goal: Create a modern, visually engaging aesthetic while making site management effortless for non-technical admins.

Version 3: Elevated Squarespace site

Persona-Driven Sticky Footer & Quick-Access Bar: Implemented a persistent, site-wide footer featuring dedicated shortcut pathways tailored to distinct booker personas (e.g., Weddings, Corporate, Private Events) alongside a fast-track enquiry form, guaranteeing an immediate path to conversion from any view.

Modernized Brand System & Typography Hierarchy: Established a refined, cohesive colour palette and clear typographic system (H1–H4 scale), replacing dense visual blocks with scannable layout contrast and high-legibility interface elements.

Hero Motion & Interactive Visual Rhythm: Replaced static cover imagery with an engaging, high-definition background video loop in the header, paired with subtle native scroll animations to deliver a dynamic, premium look and feel without sacrificing site speed or mobile responsiveness.

Version 1: Original Wordpress site

Poster-Style Layout vs. Audience Intent: The homepage functioned as a single continuous stream of information. While linear layouts work well for brief storytelling, this structure could increase cognitive load for gig bookers who needed to quickly find specific details (like equipment specs or song lists) without scrolling through unrelated content.

Disconnected Sub-Page Architecture: Homepage copy presented general information in a single flow without dedicated sub-page callouts. Adding contextual entry points could offer a streamlined way to guide distinct booker segments directly to the specific information needed to establish booking confidence.

Wayfinding & Conversion Friction: Confining navigation pathways strictly to the top menu left mid-page visitors without clear next steps as they scrolled, forcing them to return to the top header on a specific page to explore deeper content or get in touch.

Version 2: Optimised Wordpress site

Distinct Homepage Blocks & Sub-Page CTAs: Restructured the homepage layout into clear, distinct content sections. Added targeted call-to-action (CTA) cards within these blocks to guide visitors to dedicated sub-pages, giving bookers the specific information they needed to make informed decisions without wading through long copy.

Persistent Sticky Top Navigation: Implemented a persistent sticky header across all site pages so visitors never lost their sense of location or had to scroll back to the top of long pages to access site navigation.

High-Visibility Button CTAs: Converted subtle inline text links into prominent, high-contrast button CTAs (such as "Listen to IMC" and "Book IMC for an event"), reducing visual friction and making key conversion steps unmissable.

REQUIREMENT 2: THE WEBSITE NEEDS TO BE MORE VISIBLE IN SEARCH ENGINE & AI CHATBOT RESULTS

Goal: Increase discovery by improving SEO foundations and preparing content for modern search and AI discovery engines.

Content strategy & UX

Intent-Driven Copy & Modular Formatting: Replaced dense text blocks with scannable, structured content sections and FAQs organised around booker priorities (e.g., equipment specs, performance packages).

Conversational AI & Search Phrasing: Rewrote copy using natural, Q&A-style phrasing to align with modern search engines and AI conversational answer engines.

Semantic Hierarchy & Accessibility: Restructured page markups with a clean H1–H4 headings and descriptive media alt text for screen-reader compliance and search indexing.

SEO architecture & growth

Targeted Sub-Pages & Keyword Strategy: Surfaced primary performance and location keywords on core pages while building indexable sub-pages for specific booker categories (e.g., weddings vs corporates).

Ongoing Long-Term SEO via Blog: Built a streamlined blog on Squarespace enabling the band to independently publish event recaps, venue guides and relevant content for continuous search traffic.

Link Authority Preservation: Applied custom meta descriptions across pages and executed a complete 301 redirect matrix in Google Search Console to protect legacy search equity during migration.

REQUIREMENT 3: THE WEBSITE NEEDS TO PROVIDE ENOUGH INFORMATION TO POTENTIAL GIG BOOKERS TO FEEL CONFIDENT ABOUT BOOKING US

Goal: Provide all necessary details so event organizers and gig bookers feel informed, reassured, and ready to hire.

Information architecture review

Eliminating Information Gaps: Reorganised critical booking details—such as PA/lighting equipment specs, public liability insurance (PLI), and song repertoire, into dedicated, easily navigable sections such as FAQs, dedicated pages and sections eliminating the uncertainty that leads bookers to bounce.

Self-Selection & Role-Based Pathways: Categorised information by client type (e.g., weddings vs. corporate vs. private parties), allowing decision-makers to immediately find answers relevant to their specific event requirements without searching through generic copy.

Transparent Pricing & Process Transparency: Structured clear guidelines around deposit requirements and performance packages. Laying out the process step-by-step reduced hesitation and built upfront trust before the initial contact.

Social Proof & Media Integration: Embedded high-quality audio clips, live video performance footage, and client testimonials directly alongside relevant package details, providing instant validation at key decision points.

Block on IMC's website showing pages for different booking persona groups

Block showing package options on IMC's website

Testimonials and FAQs example on IMC's website

Searchable and filterable songs page

Featured "Top Hits" Highlights: Curated a prominent "Top Songs" showcase at the top of the page, allowing busy bookers and couples to instantly gauge the band’s core style and popular crowd-pleasers without scrolling.

Instant Keyword Search: Integrated a fast, real-time search engine so venue managers and clients can instantly check if their favourite tracks, artists, or first-dance requests are in the repertoire.

Multi-Dimensional Filtering (Genre & Decade): Built intuitive filters allowing users to narrow down hundreds of songs by genre (Rock, Pop, Soul, Funk) or decade (60s, 80s, 2020s), helping clients visualise sets tailored to their event theme.

Scannable & Mobile-Optimised Data Layout: Formatted the catalogue into a clean, responsive column layout that prevents endless vertical scrolling on mobile devices while maintaining high legibility.

Inline "Request Song" Information: Placed information about options for song requests throughout the page if a user can't find what they're looking for, inviting prospective clients to enquire about custom song requests for their event as part of the booking process.

Search functionality on IMC's song list page

Targeting core personas

Tailored User Pathways: Designed dedicated landing pages for core client personas (Weddings, Corporate Events, and Private Parties), replacing a one-size-fits-all homepage with messaging tuned to specific booking priorities.

Intent-Driven Value Propositions: Highlighted the unique requirements for each segment, emphasising day and evening options for wedding couples, versus entertainment options for other celebrations.

Contextual Media & Social Proof: Paired targeted page copy with client reviews tailored directly to that audience (e.g., showing venues the group had performed at and venue show specific reviews on the Venue performance page).

Segmented Enquiry Forms: Integrated customised enquiry forms on each persona page, ensuring enquiries gathered the specific venue and date details necessary for tailored quotes.

Scalable Landing Page Architecture: Built modular, reusable page templates in Squarespace, allowing the band to easily create new location or event-specific landing pages for future marketing campaigns without design assistance.

A targeted client persona page (weddings) on IMC's website

Venue show testimonials on the venue persona page on IMC's website

REQUIREMENT 4: THE WEBSITE NEEDS TO MAKE IT EASY FOR POTENTIAL GIG BOOKERS TO GET IN TOUCH WITH US

Goal: Remove conversion friction and make reaching out as quick and intuitive as possible.

Conversion visibility

Persistent Global Access: By positioning prominent, highly-visible"Book us" / "Book IMC" CTA buttons in the sticky top navigation, and by embedding the form in the global footer, the site easily ensures a one-tap route to contact from any view or scroll depth.

Contextual In-Page Contact Entry Points: Embedded targeted 'Book us' CTAs positioned directly beneath high-intent content sections (such as after pricing packages, video showcases, and the song repertoire) to capture bookers at the exact moment decision confidence is highest.

Streamlined, High-Conversion Enquiry Form: Redesigned the contact form on Squarespace to focus strictly on essential metadata (contact information being mandatory whilst other information that may not be confirmed at point of enquiry being optional), reducing input friction and increasing completion rates across mobile devices.

Placed book CTA underneath package information on IMC's website

Enquiry form best practices

Leveraging Expertise in Enquiry Journeys: Applied proven booking UX frameworks to eliminate form friction, for example introducing "Not sure" options for undecided details to prevent drop-off and capture early-stage leads.

Progressive Disclosure & Field Efficiency: Streamlined the enquiry form by making specific event fields (such as event date, venue location, event type, and performance preference) optional, capturing essential details without forcing answers upfront, deferring secondary specifics to follow-up communications to reduce friction.

Mobile Usability: Implemented touch-friendly form controls: such as native date-pickers, radio button groups for event types, ensuring effortless completion on mobile viewports.

Explicit Microcopy & Form Trust Signals: Implemented proactive field labels and instant inline helper text to guide users through required formats (e.g., date formats or contact details), eliminating guesswork and building trust throughout the form submission.

Date and descriptive fields on IMC's enquiry form

Radio buttons and clearly labelled fields on IMC's enquiry form

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You can get in touch with me at connect@lukasings.com

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