ESAC

Website homepage redesign.

Project

UX and UI design

Team

Silke Franken (solo)

Tools

Figma

The brief

The editorial committee of ESAC requested a redesign of their home page, which also functions as a landing page for potential new members. The old design was outdated and no longer aligned with the needs of the target group. Two main objectives for the redesign were identified:

Attract new members by encouraging visitors to subscribe.
Improve usability for current members so they can quickly find relevant information.

ESAC wanted a refreshed, accessible, and cohesive landing page that aligns with their identity, improves clarity, and enhances both recruitment and member engagement. To meet these goals, the redesign needed to include:

Clear instructions on how to become a member.
Information about the association and what it offers.
An overview of upcoming events and social media updates.

The new design also had to reflect the updated brand identity through a new colour palette and a modern visual style.

The design process

To start with, the old website was analysed and several key challenges were identified:

Poor understandability due to language mistakes and inconsistent phrasing.
Limited accessibility, e.g. because of a photo background in the navigation menu, broken links and links with the same title leading to different pages.
Not mobile-friendly.
Unfocused content, with a constantly changing and irrelevant header.
Outdated and incorrect information.

The last two issues indicated a lack of focus on the main objectives—particularly in attracting new members. A survey among recent members confirmed this, revealing that the home page did not display relevant information.

*Screenshot from* esac.nl, used for illustrative purposes

Given the clear project goals and the absence of complex interactivity, a high-fidelity prototype was quickly developed in Figma. The design addressed both client and user needs by incorporating clear calls-to-action, engaging visuals, and a mobile-friendly layout. Some minor tweaks were made after the first iteration, based on the client’s feedback.

Solution and results

The resulting home page is shown below. The design is targeted at both unfamiliar students and current members, emphasising the most important information while maintaining a clean feel. The design is created with responsiveness in mind, and accessibility for all users.

Reflection

This project deepened my understanding of designing with a clearly defined target group in mind. It strengthened my ability to guide users’ attention through the use of visually salient elements and to create a coherent structure by carefully applying colour, alignment, and white space.

A logical next step for this project would be to conduct user testing on the website to further evaluate its clarity, functionality, and accessibility. Insights from such testing could help refine the interface and ensure that the design aligns more closely with users’ needs and expectations.