Case Study

Project Overview

I partnered with Sacramento Poderosas to transform their WordPress website into a more engaging extension of their community and creative work. What began as a request to turn an online mural image into an interactive artwork evolved into a broader digital experience encompassing interactive storytelling, science education, brand development, and UX strategy.

I developed interactive mural experiences that allowed visitors to explore artwork through clickable hotspots, including a later science-focused mural where visitors could access related research papers directly from the artwork. Beyond the interactive features, I identified opportunities to strengthen the organization’s overall digital presence through a cohesive brand kit and a major re-mapping of the website’s user journey.

The Challenge

Sacramento Poderosas had meaningful community work, creative projects, educational resources, and opportunities for engagement, but the website needed a stronger structure for navigating. Additionally, as the org is in a major growth stage, it was time for branding.

I recognized broader opportunities to:

• Make important community resources easier to find and categorize.
• Create clearer pathways to the organization’s impact.
• Develop visibility for involvement by visitor persona.
• Integrate donation CTAs more intentionally into the visitor journey once available.

The goal became more than creating individual interactive features—it was creating a digital experience that helped visitors discover, explore, understand, participate, and support the work of Sacramento Poderosas.

Before and After homepage Comparison

Strategy

1. Phase One: Brand System Development
   • Brand Kit: Developed a cohesive logo and color system to establish greater consistency across Sacramento Poderosas’ online presence and physical presence at galleries or community events.
2. Phase Two: User Journey & Website Architecture
   • User Journey Mapping: Stepped back from individual pages and evaluated how a visitor would move through the organization’s website and discover its work.
   • Content Reorganization: Re-mapped the site’s structure to create clearer pathways between organizational impact, community resources, creative engagement, and opportunities to get involved.
   • Visitor-Centered Navigation: Restructured the experience around what visitors want to discover and do by persona such as through the perspective of an educator, student, artist, etc., creating a clearer journey from learning about the org to engaging with its work and ultimately taking action.
3. Phase Two: Interactive Mural Experience
   • From Static to Interactive: Transformed an online mural image into an embedded interactive experience, allowing visitors to explore specific elements of the artwork rather than simply viewing it. 
   • Developed a second interactive mural experience using the same clickable hotspots to reveal relevant research papers creating an engaging blend of science and art.

Key Takeaways

📈 The website’s user journey was substantially restructured, making key areas, including org impact, community resources, creative engagement, and getting involved, easier to discover and utilize by specific type of user.

📈 Static artwork became interactive experiences, giving visitors a more immersive way to explore Sacramento Poderosas’ murals. A Science-based artwork also became an educational experience, connecting visual storytelling directly to relevant research papers.

📈 The organization gained a cohesive visual identity through a new logo and color system that could be applied across digital and physical materials.