Interlochen Arts Center
Interlochen Arts Center
Completed a Marketing and UX Internship at a renowned arts institution.
Completed a Marketing and UX Internship at a renowned arts institution.
Overview
Overview
I completed a competitive analysis and a website prototype with recommended redesigns and an asset library for Interlochen Center for the Arts, a world class arts and music education institution in Michigan.
I completed a competitive analysis and a website prototype with recommended redesigns and an asset library for Interlochen Center for the Arts, a world class arts and music education institution in Michigan.
Role: UX Researcher, UX Designer, UI Designer, Web Designer, Marketing Analyst
Collaborator: Leah Stewart
Timeline: June 2025-August 2025
Tools: Figma, Hotjar, Drupal, Hubspot, Google Sheets
My Role
UX Researcher
UX Designer
UI Designer
Web Designer
Marketing Analyst
Mentor
Team
Leah Stewart
Timeline
June 2025 - August 2025
Tools
Figma
Hotjar
Drupal
Hubspot
Google Sheets
Context
Context
Fun fact: I was so excited to work with and live at Interlochen as I had heard about its renowned summer camp all the way back in my high school orchestra days!
Fun fact: I was so excited to work with and live at Interlochen as I had heard about its renowned summer camp all the way back in my high school orchestra days!
Throughout my internship, I got familiarized with Interlochen’s website and various business units that aim to bring people together under the finest arts education, eye-opening exhibitions, and breathtaking performances. Families, potential staff members, and other users can discover Interlochen's business units such as its arts boarding school and arts summer camp on Interlochen.org.
My biggest project this past summer was to examine what Interlochen's website currently lacks and recommend what it can build upon!
Problem Discovery
Problem Discovery
Upon completing a competitive analysis between Interlochen and other institutions in the market, I found the following issues:
Upon completing a competitive analysis between Interlochen and other institutions in the market, I found the following issues:
Context
Fun fact: I was so excited to work with and live at Interlochen as I had heard about its renowned summer camp all the way back during my high school orchestra days!
Throughout my internship, I got familiarized with Interlochen’s website and various business units that all consist of providing world class arts education, exhibitions, and performances. These units, including Interlochen Arts Academy and Interlochen Arts Camp, include their own sub pages within Interlochen’s website.
Problem Discovery
Upon completing a competitive analysis between Interlochen and other institutions in the market, I found the following issues:
Poor Marketability
Marketability of Interlochen's services via website. A lot of recruitment comes from people formerly knowledgeable about its name.
Overwhelming Business Units
Interlochen currently has many business units that can overwhelm users with decision making.
Confusing Page Hierarchy
Users struggle with navigability due to unconventional informational hierarchy and hidden menu items.
Problem Discovery
Upon completing a competitive analysis between Interlochen and other institutions in the market, I found the following issues:
Poor Marketability
While Interlochen arts camp is well-known within the classical music world, more of its programs can be better marketed on its website to generate more leads.
Overwhelming Business Units
Interlochen's website currently contains many business units that can overwhelm users with decision making.
Confusing Page Hierarchy
Users struggle with navigability due to unconventional informational hierarchy and hidden menu items.
What I Accomplished
Playful,
Reactive
Graphics
Playful,
Reactive
Graphics
Intuitive
User Flow
Intuitive
User Flow
Greater
Accessibility
Greater
Accessibility
What I Accomplished
Playful,
Reactive
Graphics
Greater
Accessibility
Intuitive
User Flow
I led a large-scale competitive analysis of three most robust business unit websites: Interlochen Arts Camp, Interlochen Arts Academy, and Interlochen Online.
Synthesizing my analysis findings and after validating problem discoveries with site analytics tools, I created a website redesign prototype with an updated design system to visualize anticipated changes for the menu bar style, facilities page, and Interlochen Arts Academy home page to create more leads and transparency.
I led a large-scale competitive analysis of three most robust business unit websites: Interlochen Arts Camp, Interlochen Arts Academy, and Interlochen Online.
Synthesizing my analysis findings and after validating problem discoveries with site analytics tools, I created a website redesign prototype with an updated design system to visualize anticipated changes for the menu bar style, facilities page, and Interlochen Arts Academy home page to create more leads and transparency.
The Demo ✨
Poor Marketability
Marketability of Interlochen's services via website. A lot of recruitment comes from people formerly knowledgeable about its name.
Confusing Page Hierarchy
Users struggle with navigability due to unconventional informational hierarchy and hidden menu items.
Overwhelming Business Units
Interlochen currently has many business units that can overwhelm users with decision making.
ִֶָ. ..𓂃 ࣪ ִֶָ 🦋 ་༘࿐
But wait. How did I get here? Let's dive into the process.
But wait. How did I get here? Let's dive into the process.
The Demo ✨
ִֶָ. ..𓂃 ࣪ ִֶָ 🦋 ་༘࿐
Competitive Analysis
The Demo ✨
ִֶָ. ..𓂃 ࣪ ִֶָ 🦋 ་༘࿐
Competitive Analysis
Competitive Analysis
Introduction
Introduction
In order to thoroughly assess website issues and user needs, I was tasked with creating a competitive analysis on Interlochen’s website and pages specific to Interlochen Arts Academy, Interlochen Arts Camp, and Interlochen Online.
In order to thoroughly assess website issues and user needs, I was tasked with creating a competitive analysis on Interlochen’s website and pages specific to Interlochen Arts Academy, Interlochen Arts Camp, and Interlochen Online.
Interlochen Arts Academy: Interlochen’s 4-year arts boarding high school(#1 on Niche.com!)
Interlochen Arts Camp: Interlochen’s oldest program, an arts and music camp for K-12 students
Interlochen Online: Interlochen’s online courses for music, arts, and writing
Interlochen Arts Academy: Interlochen’s 4-year arts boarding high school(#1 on Niche.com!)
Interlochen Arts Camp: Interlochen’s oldest program, an arts and music camp for K-12 students
Interlochen Online: Interlochen’s online courses for music, arts, and writing
I initially examined and vetted a list of competitors that the Director of Digital Media(also my supervisor) presented to me including premier boarding schools, creative summer camps, and innovative online learning programs. To ensure that I would spend ample attention on each competitor, I ended up choosing to focus on 5 competitors per Interlochen business unit.
I initially examined and vetted a list of competitors that the Director of Digital Media(also my supervisor) presented to me including premier boarding schools, creative summer camps, and innovative online learning programs. To ensure that I would spend ample attention on each competitor, I ended up choosing to focus on 5 competitors per Interlochen business unit.
Research Models
Research Models
To streamline analysis of Interlochen's 15 competitors and the center's own website, I narrowed down on effective marketing and UX research models and created a scoring rubric. I ended up working with SWOT Analysis in the form of notes as well as a Hubspot-inspired competitor scoring card that also includes a NNGroup Heuristic Evaluation. Additionally, I also utilized data analytics tools to review website heatmaps and user recordings to really get an understanding of Interlochen's users needs and behaviors.
To streamline analysis of Interlochen's 15 competitors and the center's own website, I narrowed down on effective marketing and UX research models and created a scoring rubric. I ended up working with SWOT Analysis in the form of notes as well as a Hubspot-inspired competitor scoring card that also includes a NNGroup Heuristic Evaluation. Additionally, I also utilized data analytics tools to review website heatmaps and user recordings to really get an understanding of Interlochen's users needs and behaviors.
SWOT Analysis
SWOT Analysis
Upon initial review of competing websites, I conducted SWOT analysis on each website to gain inspiration for accessible design and determine gaps in the market that Interlochen can leverage towards promoting such as Arts Academy's unique high school arts offerings and amazing studio spaces.
Upon initial review of competing websites, I conducted SWOT analysis on each website to gain inspiration for accessible design and determine gaps in the market that Interlochen can leverage towards promoting such as Arts Academy's unique high school arts offerings and amazing studio spaces.
The table below contains recurring notes I made on competing websites that ultimately informed my recommendations prototype.
The table below contains recurring notes I made on competing websites that ultimately informed my recommendations prototype.
Heuristic Evaluation
Heuristic Evaluation
SWOT Analysis gave me foundational context on the market for children's arts summer programs, arts boarding schools, and online learning programs. I then developed a heuristic evaluation tool to score Interlochen's website's performance.
I developed a competitor scoring card creating custom subcategories based on the the 10 Neilson Norman Group Usability Heuristics. I then evaluated each competitor by providing them scores from 1(very bad) to 5(very good) and providing additional notes and insights in the scoring card spreadsheet.
SWOT Analysis gave me foundational context on the market for children's arts summer programs, arts boarding schools, and online learning programs. I then developed a heuristic evaluation tool to score Interlochen's website's performance.
I developed a competitor scoring card creating custom subcategories based on the the 10 Neilson Norman Group Usability Heuristics. I then evaluated each competitor by providing them scores from 1(very bad) to 5(very good) and providing additional notes and insights in the scoring card spreadsheet.
Click below to access my competitor evaluations!
Click below to access my competitor evaluations!
User Behavior Analytics
User Behavior Analytics
I used Hot Jar and viewed heatmaps as well as user recordings to determine the features most in need of adjusting. Importantly, I discovered that almost 55% of users stop engaging with IAA page before they even view Art Majors and Academic programs even though those are main selling points of Academy.
Through viewing recordings, I could also see that confused users seemed to rely on the search tool rather than using the hamburger menu in order to find pages they were looking for including faculty pages and staff pages.
I used Hot Jar and viewed heatmaps as well as user recordings to determine the features most in need of adjusting. Importantly, I discovered that almost 55% of users stop engaging with IAA page before they even view Art Majors and Academic programs even though those are main selling points of Academy.
Through viewing recordings, I could also see that confused users seemed to rely on the search tool rather than using the hamburger menu in order to find pages they were looking for including faculty pages and staff pages.
Identifying Problems
Problem 1: Arts Academy Landing Page
Problem 2: Campus and Facilities
Problem 3: Arts Areas
Problem 1: Arts Academy Landing Page
Problem 3: Arts Areas
Problem 3: Arts Areas
Problem 2: Campus and Facilities
Designing
Designing
User Flow Improvements
User Flow Improvements
Design System
Design System
After developing the new user flow, I went onto creating a design system with assets that are eye-catching and align more with Interlochen's creative, educational brand identity.
After developing the new user flow, I went onto creating a design system with assets that are eye-catching and align more with Interlochen's creative, educational brand identity.
Final Product
The final designs are bold yet organized while evoking a sense of playfulness and seamless exploration.
Final Product
The final designs are bold yet organized while evoking a sense of playfulness and seamless exploration.
Final Product
Bold yet organized, playful and exploratory.
IAA Landing Page
IAA Landing Page
✅ The new open-display menu bar ensures that users can easily navigate to the page they are looking for and pushes for more transparency about Interlochen's many business units. Clicking on a business unit within the main menu not only directs you to that page, but it also brings up a constituent-specific submenu to narrow down menu options!
✅ The new open-display menu bar ensures that users can easily navigate to the page they are looking for and pushes for more transparency about Interlochen's many business units. Clicking on a business unit within the main menu not only directs you to that page, but it also brings up a constituent-specific submenu to narrow down menu options!
✅ A more narrative flow entails grabbing users' attention with an impactful full-width hero page, a compelling motto, and moves art majors and academic course offerings towards the top of our site.
Additionally, I introduced larger images, section background color-blocking, and reactive statistics that help users see the professional production value of Academy performances, the breadth of work students produce, and the quality of facilities/equipment utilized.
✅ A more narrative flow entails grabbing users' attention with an impactful full-width hero page, a compelling motto, and moves art majors and academic course offerings towards the top of our site.
Additionally, I introduced larger images, section background color-blocking, and reactive statistics that help users see the professional production value of Academy performances, the breadth of work students produce, and the quality of facilities/equipment utilized.
✅ At the end of each page, users scroll down to a beautiful image of Interlochen's campus surrounded by lakes and a responsive call to action springs up. It encourages users to learn more about IAA or take the first steps to applying.
✅ At the end of each page, users scroll down to a beautiful image of Interlochen's campus surrounded by lakes and a responsive call to action springs up. It encourages users to learn more about IAA or take the first steps to applying.
Art Majors
Art Majors
✅ To have an Art Majors specific page for IAA to allow for easy access and viewing of all of our majors offerings.
✅ To have an Art Majors specific page for IAA to allow for easy access and viewing of all of our majors offerings.
Campus & Facilities
Campus & Facilities
✅ New Campus and Facilities page is both eye-catching and builds more credibility for Interlochen's services by showcasing its state-of-the-art facilities.
It effectively categorizes production and performance spaces, classrooms, and studios at Interlochen so users can view facility information and high quality images without having to redirect to new pages.
✅ New Campus and Facilities page is both eye-catching and builds more credibility for Interlochen's services by showcasing its state-of-the-art facilities.
It effectively categorizes production and performance spaces, classrooms, and studios at Interlochen so users can view facility information and high quality images without having to redirect to new pages.
Reflections & Goals
Reflections & Goals
What I Learned at My Internship
What I Learned at My Internship
Intersecting Marketing and UX Design
Intersecting Marketing and UX Design
I loved learning about the overlap between Marketing and UX Design, and how to apply strategies in heuristic evaluation and SWOT Analysis to my competitive analysis research.
Not only does improved accessibility for Interlochen's sites help users know where they're looking, but it also generates more leads for marketing initiatives!
I loved learning about the overlap between Marketing and UX Design, and how to apply strategies in heuristic evaluation and SWOT Analysis to my competitive analysis research.
Not only does improved accessibility for Interlochen's sites help users know where they're looking, but it also generates more leads for marketing initiatives!
A Reactive Design System with Eye-catching Buttons and Graphics
A Reactive Design System with Eye-catching Buttons and Graphics
Throughout the prototyping process, I gained a lot of knowledge and practice in creating responsive graphics and buttons that can help guide user decision-making and navigation within a design system.
Throughout the prototyping process, I gained a lot of knowledge and practice in creating responsive graphics and buttons that can help guide user decision-making and navigation within a design system.
SEOs and Email Marketing
SEOs and Email Marketing
Working with the Marketing team, I received amazing trainings and projects to grasp the in's and out's of email marketing, implementing SEOs to our website copy and links, and how all this knowledge applies to generating leads.
Working with the Marketing team, I received amazing trainings and projects to grasp the in's and out's of email marketing, implementing SEOs to our website copy and links, and how all this knowledge applies to generating leads.
Goals for the Future
Goals for the Future
✨Gain even more experience in using user behavioral analytics tools to find quantitative data to improve informational hierarchy and user flow.
✨Conduct A/B testing to determine effectiveness of feature changes.
✨Gain even more experience in using user behavioral analytics tools to find quantitative data to improve informational hierarchy and user flow.
✨Conduct A/B testing to determine effectiveness of feature changes.
Thank you Interlochen for this unforgettable experience!! ‧₊ 🍒 ⋅ ˚✮
Thank you Interlochen for this unforgettable experience!! ‧₊ 🍒 ⋅ ˚✮
Thank you Interlochen for this unforgettable learning experience! ‧₊ 🍒 ⋅ ˚✮
Other Projects
