Zhengbin Harbour Museum of Art is a boundary-free local art space built for open participation: cultural tourism, co-creation, and community. As the brand expanded into traveler experiences, artist residencies, and corporate visits, the homepage couldn't keep up. Three distinct audiences were sharing one cluttered entry point. Event visibility was buried, and conversion sat well below target. We restructured the homepage around a clear reading sequence, built to serve all three audiences without losing what makes the brand worth visiting.
Event CTR +30%
CSAT 92%
Challenge
The homepage was caught between brand storytelling, multi-audience information, and sales conversion. The homepage lacked hierarchy. Without it, there was no direction.
Brand narrative blocks scattered through event listings broke reading rhythm repeatedly. Events became a footnote to a story that kept interrupting itself.
Serving consumers, artists, and corporate partners equally meant serving none of them clearly. Visitors found fragments across the page, but rarely what they came for.
The technical environment was fixed. Every design decision had to work within existing development constraints, with no added build cost.
Research
Before committing to a full redesign, we tested with 10+ target users to replace design assumptions with observed behavior. After launch, click-through rates, heatmaps, and scroll depth continued to validate each decision. Every call came from data.
Design Strategy
We focused on one thing: let the reading rhythm carry the brand.
First-time visitors should feel "this place is worth my time" before they're asked to choose anything. Brand atmosphere comes first, event information follows. Place identity anchors visitors emotionally before guiding them toward experiences and services. That sequencing decision also resolved the long-running tension between brand storytelling and sales conversion.
Design Decision
Lead with place, not options
Scattered narrative blocks between event listings fractured the reading experience. We front-loaded the homepage with immersive visuals to establish Zhengbin Fishing Harbor's character before surfacing any activity. Brand identity became the context for engagement, not a barrier to it.
One front door, one brand
Multiple sub-brands at the entry created immediate cognitive load. We unified the homepage under the museum as the primary entity, with sub-brand detail reserved for deeper navigation. The entry got cleaner; the brand read more coherently from the first scroll.
Build a legible information hierarchy
Without clear section progression, visitors couldn't assess what was relevant to them. We established a logical reading sequence with contextual copy at each block, letting visitors self-select immediately.
Reorganize the footer by audience We restructured the footer around three groups: consumers, creators, and partners. Each finds what they need without scanning content meant for someone else. Sub-brand relationships remain, without competing for attention.
Business Growth