keep it real acting
web design
overview
Keep it Real acting Studios is an acting school offering classes for new and experienced actors in commercial and theatrical technique. Their classes are fully virtual, and they work with students all across the world. Their main goals are to help students learn from industry professionals and to learn techniques by practicing.
role
Web Design and Development
Team
Web Designer, Founder, Administrative Assistant, Project Manager
Timeline
2.5 Months
Tools
Figma, Squarespace, Photoshop, Gloomap, Whimsical
Problem/Challenge
Keep It Real Acting Studios was experiencing a decrease in class participants, and changing their class offerings. They started their school in 2017, and had to change how they offered classes during the COVID Pandemic, but had not updated their website since the shutdown They needed an updated and streamlined website, that focused on usability and encouraged users to sign up for classes.
Impact
My work with Keep It Real contributed to an increase in users of 73% and a decrease in user dropoff on class pages by 10%. KIRA has also increased signups for their entry classes by 20%.
Empathize-Define-Ideate-Prototype-Test
Empathize
I completed this project through Media43, and I did not get the opportunity to interview users before brainstorming. I worked closely with the founder and her team to get as much information as I could about the feedback they were getting from users. Through multiple interviews and meetings, we went through every page of the site to determine what information needed to stay, and what could go or be presented in a different way.
Define
After extensive conversations and interviews with the KIRA team, I determined the most important changes for the site.
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Simplify navigation by consolidating tabs and pages, removing unnecessary sections (like Testimonials, Helpful Tools, and Refer a Friend), and reducing clicks to reach class sign-ups.
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Highlight virtual classes clearly across the homepage and class pages.
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Improve booking experience by integrating all class and coaching sign-ups through Acuity and linking directly to the updated booking calendar.
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Enhance visual identity with a larger logo, cohesive color palette, consistent typography, and a new or updated brand kit.
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Refine site content with updated teacher bios, reordered photos, and essential client and contact information.
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Add key features including a new FAQ page, calendar with sign-ups, and reviews at the bottom of pages.
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Increase clarity and professionalism by cleaning up Squarespace pages, improving header design, and making content easier to edit.
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Streamline communication by removing the phone number and directing users to email or the booking form.
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Focus on engagement goals (boost class sign-ups, increase contact form submissions, and improve overall usability).
ideate
The biggest change to the website was the written content. I worked with the founder and team leads to go through every page and decide what information really mattered. We used a large Google Doc to review, rewrite, and organize all the copy, focusing on clear messages and strong calls to action. Some details were replaced with visuals, and outdated content was removed. Understanding what the team wanted to highlight, and what they no longer needed, helped us create a site that felt clear, focused, and true to their goals. Once we had a clear path, I created a sitemap using Gloomaps, and organized page information through card sorting using Trello.
Prototype
Once I had a completed sitemap and organized page information, I got to work preparing a set of wireframes . For the first step of this process, I always start on paper.
test
After creating an initial set of wireframes, I completed usability testing with the team.
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Judy:
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Appreciated that the new layout reduced the number of clicks needed to reach class information.
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Noted that the updated template made it much easier to edit and maintain the site independently.
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Needed more eye-catching elements on the home page.
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Hannah:
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Highlighted that integrating Acuity greatly improved the class and coaching sign-up process.
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Liked the addition of Backstage Readers on the homepage for added community connection.
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Commented that removing the phone number and updating teacher bios made the site look cleaner and more professional.
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Needed each class to be it’s own page with direct links.
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Had updated class dates and class flyers.
Final site
reflection
This project taught me what it really takes to design a full end-to-end website for a B2C eCommerce style platform. I got to see how every step fits together to create a smooth user experience, from organizing content and building wireframes to testing and refining. Working closely with the client showed me how design choices can directly impact engagement and sign-ups. In the end, I learned how to make a site that not only looks good but actually helps a business grow.
link to current site: https://www.keepitrealacting.com/