Breathing new life into a community-focused platform

Client:
• One Dance UK
Role:
• Design Director
• UI design
Tools used:
• XD
• Photoshop
• After Effects
Agency:
Digital Wonderlab
Project impact:

+1,095% dashboard views

-30% bounce rate
Overview:

One Dance UK is the national support organisation for dance — championing the health, diversity, and sustainability of the dance sector across the UK. Their website needed a fresh, modern look to better reflect its vibrant community and improve how users interacted with the site.

Working at the Digital Wonderlab agency, I led the creative direction and UI redesign, working closely with UX designers, stakeholders, and developers. Beyond UI design, I helped shape the creative vision to ensure the final product was both bold and functional, aligned with the brand's energy and goals.

Challenge

  • An existing visual style that didn't capture the energy or diversity of the One Dance UK community.
  • Opportunity to reduce bounce rates and increase engagement across key sections.
  • The need to balance a visually expressive look with intuitive, user-friendly navigation.

Solution

  • Refocused the design around use of authentic photography featuring real members, making the experience more personal and representative.
  • Created a bold yet streamlined UI with clearer calls to action and an improved structure to support content discovery.
  • Ran sessions with internal stakeholders to explore creative directions and gather real-time feedback, ensuring the new design felt right for its audience.

Results

The redesign led to a 1,095% increase in dashboard views and a 30% decrease in bounce rate, showing a significant improvement in both engagement and usability.

The One Dance UK website on a smartphone.
The desktop version of the One Dance UK website.
The One Dance UK website on a smartphone.

Reflections

This was one of those projects where collaboration made all the difference. It was incredibly satisfying to translate such a passionate, expressive community into a design that felt true to who they are.

Working with great people client-side and the UX and development teams, and seeing measurable results on top of that, made it a standout experience for me.

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