website design
The redesign's aim & objective
The website aims to communicate the varied offerings of the festival, but most of all the experience of community, excitement to relax and unwind, enjoying the natural setting of the town in its beaches and presenting a taste of the events that make this celebration.
The main objectives of the current website are to communicate information about the events and to push bookings and sales of tickets of these events.
Original design
The website has a unique language, an identity that sets it apart. However, its application comes across as loose and inconsistent in parts.
A less formal treatment can help relate back to the laid-back ethos of the hosting town that the festival echoes. There is a need for the use of stronger imagery and visuals to convey enjoyment and excitement.
Images from and of Caper 2024 Website
Proposed redesign
The website redesign lends focus to explaining what the festival is truly about. It integrates a brand story that people can find a connection with.
The user catches a glimpse of what being at the festival is like. There is an opportunity to share how socially charged and integrated with a sense of community Caper is.
Site Maps
Built a map of the existing site to understand its components and scope.
Created a simplified and inter-linked six page site map.
Pages were condensed to minimize moving from page to page to obtain information. Elements such as poplets introduced so the user doesn’t leave the context of the page they’re on.
Original Site Map
Proposed Site Map
SEO Considerations
A clear and legitimate page title, highly relevant keywords and a concise page description that adheres to Google’s character limitation form the overlay of SEO considerations.
SEO integration is further reflected in the rich use of both internal links as well as hyperlinks. Each page is designed to host the user with credibility and clarity as to where they are on the website.
Webpage Title
Caper Byron Bay - Food & Culture Festival 2025 | NSW
Page Description
Join us this May 2025 for Byron Bay’s 10-day celebration of food and culture. Enjoy culinary creations, live music, and more with family and friends.
Keywords
Food, Gourmet, Dining, Alfresco, Drinks, Wine, Festival, Live, Friends, Family, Party, Beach, Wellness, Art, Music, Band, Celebrate, Chef, Culinary, Culture, Seafood, Trip, Coast, Sea, Fire
Design & Style Guide
The direction is conceptualized on the enjoyment of combined culinary experiences and uniquely Byron Bay culture that makes Caper the festival it is.
The colours are of a subdued cold Australian beach side in May that comes alive with the congregation of people celebrating culture, music, produce and culinary talent.
Micro-interactions
Micro-interactions greatly impact the user experience.
On hovering, the ticket button stroke disappears.
Text links animate the underline upon hovering. The page that the user is on is underlined, so they always know where they are on the website.
The item being hovered over expands. On clicking the item, a poplet appears with further information.
Re-designed Webpages
Home Page
About
Visitor Information Page
Events Page
News Page
Tickets Purchase Page
Selected Details Across Webpages
User Flow
Process that users follow to complete the purchase of tickets for events.
Large Screen Kiosk
Proposed design for a kiosk at 3840px and a 12 column grid for users to engage with once they are at a festival venue. The kiosk dispenses the event wristband needed for entry.
The stand-by screen displays the event name and a prompt to engage by touching the screen.
This is followed by a prompt to obtain the wristband. This is positioned at the eye level of the current user.
The top and bottom portions of the display are used to relay event name and information as well as to inform users about the Caper app.
Post-design Wireframes
Webpages of 16 column grid designed for a 1920px resolution screen.
Contains key information regarding elements and constituents of the pages to convey overall intent to stakeholders and for hand-off to developers.
