Oak Cliff Cultural District
The Oak Cliff Cultural District (OCCD) is a historic neighborhood in Dallas, TX, known for its rich cultural heritage, diverse culinary scene, and vibrant arts community.
Project Outline
Problem
Oak Cliff is in the process of obtaining official recognition as a Cultural District within the Dallas-Fort Worth area. However, to support this initiative, the community needs a well-designed, informative, and engaging website that effectively represents the district's culture and significance.
Goal
Develop an inviting and visually compelling website that clearly presents relevant information while authentically connecting with the local community’s identity.
Deliverables
Lauren Dunn
Josephine Marsala
Method
Time
UX/UI Design Thinking
4 weeks
Hi-Fidelity Prototype
Team Members
Sasha Wimbley
Janie Ottwell
Daniel Huerta
Adam Leon
Designing for Impact: OCCD’s Website Redesign
"Design is not just what it looks like and feels like. Design is how it works." — Steve Jobs
This was an open-ended project, allowing us to choose any concept to work on. Our team was given four weeks to design a high-fidelity prototype of the website. After discussing several ideas, Janie suggested this project as a real-world option, as she lives in Oak Cliff and has a friend involved in the official Cultural District designation process.
(add something about learning that in order to be confirmed as a cultural district you have to have a website for it. )To better understand the community’s needs, we met with a key stakeholder leading the project. This discussion provided insights into the primary focus areas for the website and the historical and cultural significance of the district.
“Cultural district designation is one strategy that helps a community boost their economies while realizing other cultural and civic benefits”
— Texas Commission on the Arts
“We care about people. Our community is made up of Artists, Arts Workers, Neighbors, and The Public..”
— Arts Mission Oak Cliff
Design Thinking
Phase 1: Empathize
Understanding OCCD Through Community Insights
To gain a deeper understanding of the community’s identity, goals, and challenges, we conducted research and interviewed local residents. This information was then organized into an Affinity Diagram, allowing us to visualize common themes and priorities.
Learning from Other Cultural Districts
We analyzed websites of other cultural and arts districts to identify strengths and weaknesses in their design and functionality. This research provided valuable insights into industry standards and best practices, helping us determine key elements to incorporate into our own design.
Essential vs. Optional: Structuring OCCD’s Features
Using the insights gathered from our Affinity Diagram, we applied the MoSCoW prioritization method to categorize features into four tiers. Doing this exercise helps organize the ideas of highest priority from ones that may be implemented later down the line.
Design Thinking
Phase 2: Define
Mapping OCCD’s Content for Better Navigation
Following our research and prioritization, we developed a structured Information Architecture to map out the website’s content. This ensured a logical flow, making navigation intuitive for visitors while preserving essential details about the district.
A Visual Identity Inspired by Oak Cliff’s Culture
Given Oak Cliff’s strong Latino cultural influence, Sasha and Janie proposed a design inspired by traditional Mexican papel picado (decorative streamers) and a fiesta-inspired color palette. This combination reflects the vibrancy and energy of the community while maintaining a professional and cohesive visual identity.
Assessing OCCD’s Existing Online Presence
The current OCCD website, created by the stakeholder using Wix, contains the necessary information but lacks polish, usability, and a professional appearance. The design does not effectively showcase the district’s cultural richness or engage visitors.
Design Thinking
Phase 3: Ideate
Crafting the Website Framework for OCCD
For the mid-fidelity prototype, we focused on improving the homepage experience, emphasizing events and key locations within the Oak Cliff Cultural District. As a team, we decided to showcase Sasha Wimbley’s prototype, as she did an exceptional job bringing our vision to life.
Design Thinking
Phase 4: Prototype
Kickstarting the Project: Proto Personas and Initial Insights
The final design incorporates a bold and vibrant color scheme, reinforcing a sense of energy and celebration. We also prioritized usability by integrating interactive maps, event calendars, and streamlined navigation, ensuring a seamless experience for visitors.