Overview
Block Party Productions, a leading hospitality brand with five distinct event venues and catering services, needed a website redesign to better showcase its offerings and improve user engagement. The existing site lacked a cohesive visual identity, intuitive navigation, and an efficient inquiry process, making it difficult for potential clients to explore venues and connect with the team.
To address these challenges, I designed and developed a new website on Webflow that delivers a visually engaging and user-friendly experience. The redesign, successfully launched in Q1 2025, optimized navigation, improved mobile responsiveness, and introduced a streamlined inquiry process, resulting in a 36.2% increase in inquiries within the first month.
Visit the Block Party Productions website:
blockpartysf.comRole & Responsibilities
As the sole product designer and web developer, I led the project from research to launch. I conducted user research and competitive analysis to identify pain points, designed wireframes and high-fidelity prototypes, and built the site on Webflow with custom features like an interactive venue inquiry form. Throughout the process, I collaborated closely with stakeholders to align the website with business goals and continuously refined the design based on feedback.
The Problem
- The original BentoBox website presented several challenges:
- Lack of Visual Coherence: The design felt outdated and inconsistent, failing to reflect Block Party Productions’ dynamic brand identity.
- Ineffective Navigation: Information was scattered across multiple pages (e.g., “Catering” and “Food & Beverage” pages both included menus, while “Our Difference” and “About” pages overlapped in content).
- Poor User Engagement: Individual venue pages were underwhelming, featuring only one image and a brief description, which failed to showcase the venues’ potential.
- Limited Responsiveness: The website did not adapt well to different devices, creating a frustrating experience for mobile users.
- Inefficient Inquiry Process: The inquiry forms were generic, making it difficult for the team to understand client needs and follow up effectively.
Screenshots of the original website (BentoBox version)
Objectives
- Design a Visually Compelling Website: Create a modern, clean, and efficient design that reflects Block Party Productions’ unique identity.
- Streamline Navigation: Simplify the user journey to help clients explore venues and services effortlessly.
- Enhance User Engagement: Enrich venue pages with detailed information, visuals, and interactive elements to showcase the brand’s offerings.
- Optimize the Inquiry Process: Introduce tailored inquiry forms to improve lead quality and facilitate client communications.
- Ensure Responsiveness: Guarantee a seamless experience across all devices.
The Design Process
1. Research & Analysis
- To understand user needs and pain points, I conducted:
- User Interviews: Spoke with past clients, event planners, and stakeholders to identify what users valued most when booking venues.
- Analytics Review: Analyzed website traffic data to identify drop-off points and areas of low engagement.
- Competitor Analysis: Studied competitors’ websites to identify best practices and gaps in the market.
- Key Insights:
- Users wanted detailed venue information (e.g., room capacities, package options, and high-quality visuals).
- They preferred streamlined navigation to quickly find relevant information.
- Stakeholders emphasized the need for tailored inquiry forms to improve lead quality.
2. Defining Personas
- Based on the research, I identified two primary user personas:
- The Event Planner: A professional looking for unique venues and catering services for corporate or private events.
- The Engaged Couple: A couple planning their wedding and seeking a memorable venue with excellent food and ambiance.
3. Pain Points Addressed
- Scattered Information: Combined overlapping pages (e.g., merged “Our Difference” and “About” into a single “Highlights” page).
- Underwhelming Venue Pages: Added detailed specifications (e.g., room capacities, package info), high-quality photos, videos, and gallery sliders to showcase each venue.
- Ineffective Inquiry Forms: Introduced two types of forms:
- - A general inquiry form for casual visitors.
- - A detailed inquiry form on each venue page, tailored to capture specific requirements (e.g., date, group size, budget).
Redesigned Intake form to capture specific requirements
4. Visual Identity
- The new design embraced a clean, modern, and efficient aesthetic to reflect Block Party Productions’ vibrant brand identity. Key design decisions included:
- Color Palette: A bold yet sophisticated palette that evoked energy and elegance.
- Typography: Clear, readable fonts with a touch of personality.
- Imagery: High-quality photos and videos showcasing venues, food, and cheerful crowds to create an emotional connection.
- Whitespace: Ample whitespace to ensure clarity and focus.
5. Streamlined Navigation
- To simplify the user journey, I:
- Created a unified menu with clear categories: Venues, Catering, Highlights, and Contact.
- Added prominent CTAs (e.g., “Inquire Now”) to guide users toward key actions.
- Designed a responsive layout that adapted seamlessly to desktops, tablets, and mobile devices.
Challenges & Solutions
- Stakeholder Alignment:
- Challenge: Incorporating varied feedback without compromising user-centric design principles.
- Solution: Held regular feedback sessions to align on priorities and explain design decisions.
- Optimizing Navigation:
- Challenge: Simplifying the user journey across multiple venues and services.
- Solution: Streamlined the information architecture and introduced intuitive navigation elements.
- Mobile Responsiveness:
- Challenge: Ensuring a high-quality experience across diverse devices.
- Solution: Designed with a mobile-first approach and tested extensively on different screen sizes.
- Balancing Creativity and Clarity:
- Challenge: Crafting a visually dynamic design while keeping information clear and accessible.
- Solution: Used a modular design system to maintain consistency and hierarchy.
Catering Page: Before & After
Outcome
- The redesigned website successfully launched in Q1 2025 and achieved significant results:
- 36.2% Increase in Inquiries: Within the first month of launch, the tailored inquiry forms and enriched venue pages drove more qualified leads.
- Positive Feedback: Stakeholders and clients praised the website’s seamless navigation, engaging design, and improved user experience.
- Stronger Digital Presence: The website now aligns with Block Party Productions’ dynamic brand identity, helping the company stand out in a competitive market.
Visit the Block Party Productions website:
blockpartysf.com
Next Steps
- To further enhance the website, I recommend:
- A/B Testing: Experiment with different CTAs, layouts, and content to optimize conversions.
- User Feedback Loop: Continuously gather feedback from users to identify areas for improvement.
- Content Updates: Regularly update venue photos, videos, and menus to keep the website fresh and engaging.
Reflection
This project was a profound lesson in balancing stakeholder vision with user needs. One of the biggest challenges was aligning stakeholder feedback—like their desire to showcase every detail—with a clean, user-centric design. Through open dialogue and data-driven insights, I guided them toward a curated approach that prioritized clarity without sacrificing their brand’s vibrancy. This not only improved the final design but also strengthened my ability to advocate for user-centered principles in collaborative settings.
The experience also highlighted the importance of adaptability. When the initial Webflow carousel fell short, I pivoted to a custom JavaScript solution for the gallery sliders, turning a constraint into an opportunity for creativity. Seeing the results—like a 36.2% increase in inquiries and a 24% drop in bounce rates—was incredibly rewarding. This project reminded me that great design is about fostering connections, whether between users and a brand or between stakeholders and their goals.
