Transforming seven disconnected sites into one living digital canvas.
Client
Scottsdale Arts
Industry
Arts & Entertainment
Date
August 2025
Challenge
Scottsdale Arts needed to consolidate seven separate websites into a single unified experience while also reflecting a newly developed brand. The challenge was to create a site that made event discovery and organizational content intuitive for users, while ensuring the new branding was fully expressed in the digital experience.
Research
We identified three core user behaviors — Transacting, Supporting, and Learning — that shaped how audiences engage with Scottsdale Arts. In workshops, we mapped tasks under each behavior, voted on the most important ones, and built user flows to show where these tasks should take place. This process clarified user priorities and aligned them with organizational goals, creating a clear foundation for the digital experience.
Strategy
The strategy began with a sitemap that consolidated seven separate websites into one unified experience. From there, we identified the core pages to design first such as event discovery, ticketing, support, and learning, knowing they contained the majority of components that could scale across the rest of the site. This approach created a strong foundation for consistency, efficiency, and future growth.
Solution
The solution started with the core pages identified in strategy, which established the building blocks for event discovery, ticketing, support, and learning. From there, I built out the remaining components needed to complete the site, including a search experience designed for discovery and flexible sections that could scale across different content types. The final design introduced an exciting and vibrant look and feel that brought the new branding to life and reflected the energy of Scottsdale Arts.
Results
The redesign debuted as part of Scottsdale Arts’ 50th anniversary program, bringing fresh energy and visibility to a landmark season. The new experience made it easier than ever for audiences to navigate and discover events, find clear pathways to support through giving or volunteering, and learn more about Scottsdale Arts’ mission and programs.
The bold, vibrant design captured the spirit of the new brand and elevated the organization’s presence online, setting the stage for the next chapter of growth and community engagement.
