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SLOW CLAY CENTER
Redesign and rebranding of Slow Clay Center's Digital presence

SCC Digital Redesign

Challenge

Website Resdesign

The primary challenge of the Slow Clay Centre redesign was addressing a website that undermined an otherwise thoughtful, community-driven brand. While the centre offers inclusive, high-quality pottery education for a wide age and experience range, the existing site suffered from visual clutter, inconsistent typography, excessive contrast, and unclear hierarchy. These issues increased cognitive load, obscured key information, and disrupted core user flows such as class discovery and booking. The challenge was therefore not only to improve usability and navigation, but also to redefine the digital presence so it better reflected the calm, creative, and welcoming nature of the studio while still supporting business goals like engagement and conversion.

My Role

I led and contributed to the Slow Clay Centre website redesign across research, design, and implementation. I conducted UX and competitor analysis, applied core UX principles to identify usability issues, and explored multiple visual directions through mood boards, sketches, and wireframes. I designed mobile-first and desktop high-fidelity prototypes in Figma, defining a cohesive visual system, clear hierarchy, and intuitive booking flow. I then translated these designs into responsive front-end code using HTML, CSS, and JavaScript, implementing interactive components and ensuring consistency, usability, and alignment with the brand’s values.
Process

Design Process

The design process began with a critical evaluation of Slow Clay Centre’s existing website alongside a comparative analysis of competitor sites within the ceramics and creative education space. This research phase focused on identifying usability issues, inconsistencies in visual hierarchy, and barriers within the booking flow, using established UX principles such as Hick’s Law, Gestalt Principles, and the Aesthetic–Usability Effect as analytical frameworks. Insights from this stage highlighted the need for reduced cognitive load, clearer navigation, and a more cohesive brand presence that could appeal to both beginner and experienced potters across a wide age range.

Building on this foundation, the project moved into iterative design exploration and refinement. Multiple art style directions were tested through mood boards, low fidelity sketches, and layout experiments, allowing us to assess how colour, typography, imagery, and spacing influenced user perception and inclusivity. A calm, minimalist visual direction grounded in natural tones and biophilic forms was selected and developed into structured wireframes and high fidelity, mobile first prototypes in Figma. Key user flows, particularly class discovery, booking, and checkout, were refined through progressive disclosure, clear hierarchy, and consistent interaction patterns before being translated into a responsive front end implementation.
Results

The Product

The final product is a cohesive, responsive website redesign that significantly improves usability, clarity, and brand alignment for Slow Clay Centre. The interface features a softened colour palette, consistent typography, generous white space, and intuitive navigation, creating a calm and professional user experience. Core booking flows are streamlined and transparent, supporting user confidence and engagement while accurately reflecting the centre’s values of creativity, inclusivity, and education.

This project reinforced the importance of grounding visual and interaction decisions in user research and UX principles, rather than aesthetic preference alone. I gained valuable experience balancing creative exploration with usability constraints, as well as translating high fidelity designs into functional, responsive front end code. Iterating through design setbacks and technical limitations strengthened my problem solving skills and deepened my understanding of how design systems, hierarchy, and interaction patterns work together to shape effective digital experiences.

For more details regarding this project such as figma files etc. please contact me at miaicasey1971@gmail.com  

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