Developed the next stage of MAX's web Experience –
UX Lead
Product
Redesign
→ Freshening up the MAX brand with bold, dynamic web layout to catapult a new era for the org
An improved resource platform for donors, potential artists, and students to access MAX's productions
Date
June - Aug '25
Role
UX Lead, Contractor
Team
Iryn (Intern), Asem (Intern), Jerome (PM)
Tools
Figma, Framer, Notion
About
Media Art Xploration produces, develops, and deploys groundbreaking live-art experiences at the intersection of artistic expression, scientific inquiry, and technology in New York City.
MAX's website is the main resource for potential donors, audience members, or collaborators to learn more about just what the organization does.
Role Adjustments
I initially joined MAX as a Strategy Intern in early spring. When the organization began planning a platform redesign, my role organically shifted toward UX. This transition was marked by a comprehensive site audit, competitive analysis, and user persona research—initiated by the Board of Directors. With a deep understanding of MAX’s business goals from my strategy work, and a skillset aligned with the project’s needs, the shift presented an exciting opportunity to make a meaningful impact.
After sharing my prior experience with Figma and FigJam, I was contracted to lead the redesign initiative for the summer of '25. Collaborating with two interns and a PM, I led this 10-week project from foundational research through to high-level UX solutions.
Our 5 Phase, 10 Week Timeline
Objectives
Toward a scalable, cohesive design system
→ Make sure MAX’s “what” is clearly defined on the hero section
→ Offer a fresh Navigation system organized by MAX’s three pillars
→ Introduce new visual intrigue through color + component styling
→ Introduce Event Calendar
→ Reconfigure the footer to prioritize Contact and Social Engagement
→ Create a template system for MAXlive, MAXmachina, and MAXforum pages to be used continuously
→ Establish a color blocking, column-based stylistic identity
Phase 1
Research & Discovery
Tasks: Research, competitive analysis, asset organization, site audit, and user flow maps published in Notion + FigJam
Phase 1
Audit
What works. What doesn't.
→ Home Page
→ Project Pillar Page
→ Become a Member Page
What we liked:
Strong Visual Storytelling: Hero images and embedded video establish tone and intrigue.
Distinctive Brand Aesthetic: MAX’s bold typography and vibrant blue pop when used consistently.
Engaging Footer (with room to grow): Great foundation for global calls to action across pages.
What we can work on:
Inconsistent Visual Hierarchy: Misaligned boxes, unclear CTAs (“Join the Community” feels passive).
Disjointed Component Design: Buttons, colors, and type vary across MAXlive, MAXmachina, and MAXforum.
Confusing Navigation Structure: Overlapping elements in the nav bar and unclear categorization of content.
Poor Content Grouping: Donor lists are overwhelming; lack of section breaks makes scanning difficult.
Limited Accessibility & Scalability: Typographic issues and footer inconsistencies hinder usability.
Phase 1
Competitive Analysis
Understanding external trends and expectations
To understand the landscape of our contemporaries and the general market, we looked at various design studios, archival sites, and NYC-based production companies to gather inspiration.
Phase 1
Personas
The team met with the MAX Board and manager collective to identify the personas of focus
Phase 2
Component Design & Layout System
Tasks: Develop a modular layout system using Figma components.
Phase 2
Components
Universal blocks & variants
Phase 2
Alignment
Colors & Spacing
Bold colors + (super exciting, I know) 4pt spacing rules
Phase 3
Low-Fidelity Prototyping
Build site structure through wireframes and navigation flows.
Phase 4
Hi-Fidelity Prototyping
Apply full branding, polish interactions, and prepare for development.
Final Prototype Solutions