Product Designer
SFAC Mac Thumb.png

Sfac: Web Design (Concept)

I was commissioned to illustrate a piece for Vanguard’s cover story on how political accountability has affected our government's capacity to get things done. The writer posited that lobbyists were taking advantage of these checks and balances, making it more difficult for officials to draft and execute new reforms and public works.


Web Design (Concept)

sfac home pg redone case study.png

My Role: 3 UX Designers  |  Timeline: 2 week duration  |  Project: Team Project/Conceptual

Team: 3 UX Designers  |  Tools: Sketch, InVision, Photoshop, Keynote

Methods:  Competitive Analysis, User Research, Contextual Inquiry, Empathy Mapping, Design Studio, Usability Testing, Wireframing, Rapid Prototyping



Sfac (San Francisco Arts Commission) is a City art agency that promotes art throughout the city’s communities and urban environment. They oversee and install art investments all throughout the city helping to shape cultural innovation. 

The Challenge

Many SF residents felt that Sfac’s art investments have been of questionable value. Complaints have been made about the agency's website due to the lack of resources/opportunities provided to them. Sfac approached our team to design a website encouraging residents to participate in their art selection process.

What I Did

I worked as the UX Designer to assist in redesigning Sfac's website to establish transparency with local residents regarding future art investments.



Our design process began with learning how SFAC operated as an organization and their impact on the city. To do this, we visited a few art galleries operated by Sfac and observed how people interacted. During this time we conducted dozens of interviews and surveys with visitors and Sfac staff. With a better understanding of the organization, our next step was determining who our target audience was.


Empathy Mapping

Prior to research we assumed Sfac's target audience for this project would be San Francisco artists. During our interviews with people who identified as artists and those who don't, we learned that every artist we spoke to wanted to see more actionable engagement from Sfac. This confirmed that local artists were the users we were designing for.

Below we created an empathy map detailing a few insights about SF artists. Once we felt comfortable, I mocked up a persona that would better represent our users.


Design Studio

We used a design studio to brainstorm ideas to design our solution. This was a turning point in the design process since it was my team's first attempt at solution ideation.



Our MVP was based on Feature Prioritization. This allowed us to build the most crucial elements of the solution first.



The end result was a high fidelity prototype geared towards artists in San Francisco. Through this design, artist engagement was addressed by presenting opportunities to get involved with upcoming art projects through the homepage, and transparency was establish by sharing more project details in a clear and digestible manner.