SCARECROW VIDEO

Website Re-design 

research, ux, ui, branding, prototyping | created as a student project at SVC.

 
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WHO IS SCARECROW VIDEO

Scarecrow Video is a nonprofit organization dedicated to providing access to the world’s largest publicly available film and television library (132,000 titles), and contributes educational and culturally relevant programming to the community. Scarecrow Video became a non-profit in 2014 to continue the founding vision of uniting people through film, and just celebrated its 30th anniversary as an institution and landmark.

 
 
 

THE CHALLENGE

Scarecrow Video’s current site is dated and is long overdue for an update.

Scarecrow Video has been a non-profit for five years, yet there is low public awareness of their non-profit status.

How can we better convey this non-profit status aesthetically and give them a professional foot forward when they are seeking funding?

 
 
 

KEY PAIN POINTS

  • Site lacks clear hierarchy and is difficult to navigate

  • Key goals are buried, such as donation and membership

  • Site feels dark and outdated

  • Navigation is large and key pages are buried

  • Unique features like staff reviews are not highlighted

 
 
 

KEY GOALS

CONVEY SCARECROW AS A NON- PROFIT

  • Calling out Scarecrow’s non-profit status with strong calls to action

  • Redesign the screens and process that users need to support Scarecrow

  • Make education easy and allow first time visitors to quickly learn who Scarecrow is

OVERHAUL AESTHETICS OF SITE WITHOUT ALIENATING LOYAL MEMBERS

  • If website looks old it reinforces the notion that, being in the video/DVD business, Scarecrow must be out of step

  • Design a home screen. Currently the blog is home, and lacks brand authority

  • Redesign the buried site navigation to align with user goals

  • Update crucial pages like blog and calendar, visit (store info.) and support screens

  • Design a new feature to bring forward new releases and staff recommendation

  • Brighten the look and feel

 
 
 

TIMELINE – 9 WEEKS

  • Market research

  • Brand research

  • User research

  • Branding

  • UX/UI design

 
 
 

MY ROLES

  • Project Manager

  • Market & brand research

  • Motion

  • Branding

  • UX design

  • UI design

  • Prototyping

 

 
 
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Preserving the history and cultural heritage of film
— Scarecrow Video Mission Statement
 
 

 

Insights

 
 
 

HISTORY OF LOST FILMS

 

 
 

A study by the Library of Congress states that 75% of all silent films ever made, are now lost.

When Scarecrow Video pitched this project to us, they told us a story about a history lesson that really struck us. A story of hundreds of films being thrown into the Pacific Ocean – right after sound was introduced to cinema. Silent film studios all across the industry thought they’d become obsolete overnight, and didn’t see a purpose for preserving the footage.

Those films contained years of history we’ll never get back.

SEE STORY

 
 
 
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A Video Collection – Like No One Else

 
 

THE SCARECROW VIDEO LIBRARY OFFERS UNPARALLELED DIVERSITY AND HISTORY

 
 

 
 
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THAT’S .02 %

THAT’S .02 %

 
 

WHY DOES IT MATTER

 
 

More and more people are streaming their content – with the illusion of infinite access to a buffet of titles. Yet, this is not true.

As we undergo a digital transformation where analog is becoming less utilized, we are at a precipice. We can choose to support Scarecrow Video and the work they are doing to preserve these titles and the history they contain.

If we do not, we’ll lose this collection either to time, or to privatization – where access to the public will be limited.

 
 

 

Discovering the Brand Story

 
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IDENTIFYING USER SCENARIOS

We completed a thought exercises in which we tried to predict how certain types of users would interact with the Scarecrow website in a given situation (in order to complete a given goal).

 
 
 

KEYWORDS

We then used these scenario and user stories to identify key words to guide our strategy.

 
 

• Cinephile

• Cultural heritage

• Local and global reach

• Preservation

• Cult following

• Underdog

 
 
 
 

USER STORIES

 
 

Board members conducted a survey in 2016 and respondents were asked about their impressions of the website. Research indicated that the core audience was not as old as they were imagining, ranging from 18 to 70+ . They do see a diverse range of customers in the store – as well as among their volunteer corps.

 
 
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CINEPHILE

As a cinephile, I want to gain access to a diverse selection of titles that normal streaming services do not offer.

CULTURAL HISTORIAN

As a cultural historian I want to preserve media so that the stories and history they contain are not lost.

ANIME AFFICIONADO

As an anime lover, I want a reliable home source so that I can watch all my favorites and discover new ones.

 
 

 

After Research - Pencils to the Metal

 
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BUILDING SYSTEM ARCHITECTURE

 
 

 
 

Our team got together and created a clean sitemap guided by our user’s priorities and Scarecrow’s membership and fundraising goals. We then wireframed the home page together based on these principals.

 
 
 
 

Sitemap Sketch

Sitemap Refined

 
 
 

WIREFRAMES & SKETCHES

 

 
 

As individual team members, we divided and conquered the wireframes for our key pages with our research in focus.

view process document here

 
 
 
 
 

RE-FRESHING THE SCARECROW BRAND

 
 

 
 

MOODBOARDS

We iterated on several design directions that we were able to review with Scarecrow Video before moving forward with final screen designs. Our clients resonated well with our use of strong statements and calls to action, bold typography, stacked elements, and a nod to black and white movies. They loved the idea of film being part of a collective memory.

 
 
 
 
 

COLOR PALETTE

A mix of the old and the new.

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Final Designs

 
 
 
 

HERO VIDEO - HOMEPAGE

 
 

WALK THROUGH- HOMEPAGE

 
 
HOMEPAGE

HOMEPAGE

 
 
 
BLOG

BLOG

 
 
CALENDAR

CALENDAR

 
 
 
Mobile Screens 1/2

Mobile Screens 1/2

Mobile Screen 2/2

Mobile Screen 2/2

 
 
 

WALK THROUGH- MOBILE SCREENS

 
 

 
 

IN CONCLUSION

With a stronger brand representation and UX that better showcases their non-profit goals, we hope this facelift will give Scarecrow Video the more professional and trustworthy appearance they’ve been seeking to continue pursuing their work to preserve their collection for the public. Film is our collective history – investing in Scarecrow is an investment in safe keeping our stories.

 
 
 

“Have no fear of perfection—you’ll never reach it.”

Salvador Dali