Vacant to Vibrant
Promoting SOMA as a place for creatives and entrepreneurs.
ROLE
Web Designer
ACTIONS
Web Design, Competitive Analysis, Web Development (HTML/CSS), SEO, QA, Design strategy, Branding
TIMELINE
SEPT 2022 - OCT 2022
BACKGROUND
Vacant to Vibrant was started by SEED Network, a business-focused Kultivate Labs brand.
“With the goal of accelerating the growth of business owners in the Bay Area, San Francisco and the Filipino cultural district: SOMA Pilipinas, the SEED Network provide business owners access to solutions, resources and our network to stimulate economic activity and growth.”
By Spring 2023, the organization wanted to launch the Vacant to Vibrant Accelerator program in San Francisco’s South of Market (SOMA). The neighborhood has a high-traffic area with residents and tourists alike passing through every day, but the main street is filled with empty storefronts.
In order to reverse this trend, the organization planned to provide an accelerator program that would enable local entrepreneurs and creatives to reclaim their neighborhood.
THE PROBLEM
No business or artist knows about the Vacant to Vibrant program.
REQUIREMENTS
Attract applicants based in San Francisco
Make the application button easy to find
Provide information about the rental spaces
Make the program’s goal clear in one page
The page needs to be live before October 22nd
THE GOAL
Create a landing page inviting BIPOC artists and innovators to apply for the business program.
COLLABORATORS
Desi Danganan: Executive Director
Emilia Tongson: Art Director
Lizette Sta. Maria: Copywriter
Competitive Analysis Samples
Reviewing how other event and grant sites present their online program brochure.
Key interest in The Storefront’s homepage
The Storefront
STRENGTHS
“Type of event” description + hero section introduces what the spaces can be used for
Section mid-homepage previewing Storefront offerings
Testimonials from previous vendors
OPPORTUNITY
Include info about space dimensions when imagining who in the retail/food space could best utilize the space and how
Showcase previous vendors at Little PIna (one of the available pop-up spaces)
“Switch to Brick and Mortar” → Why switch from digital or pop-up to physical storefront
ASPIRATIONS
Attract budding small business and artist applicants looking to run a brick & mortar location, access street canvas, and bars or smaller venues.
RESULT
Ensure people know what space is available during the program. How can they envision their work to take place?
Snippets of The Village Market’s survey
The Village Market
STRENGTHS
Main navigation layout – shop now, engage
Action tiles (donate, join the list, visit, learn more)
cons: too many choices compared to 1-2 CTA (enroll + sign up to newsletter above all else)
Program timeline – be transparent about how long this program takes
You can trust the Village Market to effectively support your entrepreneurial passion based on their track record
Who to contact for specific questions
OPPORTUNITY
Clarify who is the dedicated person to contact for questions
Site copy: “This program is great for people who X, Y, Z”
ASPIRATIONS
Know what makes self-made entrepreneurs and artists take this beginning step into permanent infrastructures.
RESULT
80% Applicants pass minimum qualifications
Due to time constraints, I modified an existing wireframe kit to present multiple clean layout ideas for the next post-brief discussion.
DESIGN FEEDBACK
The information hierarchy was restraining people from imagining themselves in the program.
The initial wireframes weren’t putting the venues top of mind or bringing people in at first glance. The page started out by excluding people and enforcing an unspoken battle against time (the application due date).
Therefore, the iterations included:
Move up the available spaces above the fold
Move down the eligibility section, closer to the bottom “apply” CTA
Incorporate visuals of people who are the target applicants for familiarity and confidence.
Remove the “previous vendors” section because it’s mostly been 1 vendor.
Official page
OUTCOME
Working with a wireframe kit rather than starting from scratch saved the project $1,500 and time for all of us to prioritize a larger-scale project with multiple activations.
From Nov 2022 - Dec 2022
Pageviews: 4th ranking highest pageviews
Average view time: 00:03:12
Bounce rate: 79.17%
Exit rate: 70.13%
LEARNED
We need to incorporate user research beyond pilot testing.
Better understand what’s holding people back in the SOMA brick & mortar or art installation game.
Increase program awareness + raise applicants/viewers
LIKED
Collaborating with an art director and copywriter to develop the brand identity through visuals and written tone.
Having a voice in the theme development.
