Itaú Cultural Institute is a nonprofit, created and maintained by Itau Bank through tax incentive laws culture and direct investments. The Institute has produced over 628 titles – such as CDs, CD-ROMs, videos, books, catalogs and encyclopedias – and distributed for free over 700,000 cultural products to public libraries, opinion leaders and cultural centers throughout Brazil.
GOAL
Redesign the current website to make Itaú Cultural reference unique content related to culture and arts, featuring all the material generated by the initiatives of the Institute and publicizing their projects, activities and all is related to them.
CHALLENGE
Taking into account the segment by Itaú Cultural and interaction of various public institutions, it was proposed to develop a plan for restructuring the current site that had as main objectives:
reorganizing the current structure of distribution of information and content for different audiences;
understand the expectations of stakeholders in relation to the Institute’s website, what type of information seeking, which is not served by the current site and identify the main motivational issues that lead these people to access the portal;
test and validate the new model proposed
DELIVERABLES
- Research report (stakeholders, benchmarking, online survey, interviews)
- Information architecture (sitemap, structure)
- Navigation (main menu, contextual menu, footer, etc)
- Tested and documented wireframe
RESEARCH & INSIGHTS
To identify the main motivational issues that lead several public to interact with the Itaú Cultural and tools, I conducted a exploratory interviews and research. Through research I could:
- understand why people access the website
- identify what content they most look for
- identify unmet needs at the current site
- identify opportunities for content production
- identify difficulties in the current site browsing
INFORMATION ARCHITECTURE
To discover how the different types of users accessing the portal include, name, seek and organize information on this website, I performed the application of Card Sorting Online. The stakeholders tasks performed to analyze, discuss, and then validate the hierarchy and nomenclature suggested, in addition to testing labels and interests of different groups of content. So, I could redefined a new sitemap.
PROTOTYPING
VISUAL DESIGN
