user-centered website redesign
LVR ACADEMY
Custom web design and social media graphics for an electronic music education platform led by user-centered strategy and intuitive experience design.
about the project
Crafting a bold, immersive brand experience that resonates with the heartbeat of electronic music
Leticia van Riel is a visionary in the electronic music industry. When she approached me to redesign LVR Academy's website, her mission was clear: create a platform that not only showcases her offerings but also evokes the feeling of being immersed in the music itself. The goal was to inspire and guide emerging DJs and producers through a digital experience that felt as dynamic and electrifying as the music they aspire to create.
From a UX standpoint, this project involved aligning stakeholder goals with user needs, mapping out user pathways, and delivering a responsive and accessible design that balances energy with clarity.
SERVICES PROVIDED:
Responsive Web Design
Social Media Assets
UX Research & Strategy
Visual Design System
Information Architecture
User Flow Planning
THE OPPORTUNITY
Creating a cohesive brand experience that communicates Leticia's depth of experience and passion for mentorship
Leticia’s previous site lacked a cohesive information structure and didn’t reflect her credibility or the value of her services. Through discovery sessions, including stakeholder interviews and brand audits, we uncovered the need for clearer navigation, stronger hierarchy, and distinct user journeys.
This moment presented an opportunity to reposition LVR Academy as the go-to learning platform for emerging and established DJs. The challenge was not only visual, but functional: how do we guide multiple user types through an experience that feels bold, credible, and intuitive, but also reflect the high-energy pulse of the electronic music world?
LETICIA’S STORY
From intern to renowned artist manager—Leticia’s path to shaping the next generation of DJs
Leticia van Riel’s journey into the electronic music world started on the dance floor as a passionate raver captivated by the energy of the club scene. That early love for music led her to London, where she landed an internship at a booking agency. It was there, surrounded by creativity and ambition, that she found her calling. Witnessing firsthand the artistry and hustle behind the scenes sparked a fire within her, inspiring her to dive deeper into the industry and carve out her own space.
18 years later, Leticia now manages the careers of some of the most respected DJs on the global stage, including ANNA, Sama' Abdulhadi, and Victor Ruiz. Through LvR Academy, she channels her wealth of experience into mentoring emerging talent, helping them navigate the complexities of the industry with confidence and clarity. Her mission is to empower future DJs with the knowledge, tools, and mindset they need to build sustainable, impactful careers just as she did.
From a UX perspective, it was essential that her site establish trust, credibility, and emotional connection, especially for new users who needed reassurance and clear next steps. Her backstory shaped our tone, visual language, and content hierarchy.
Stakeholder Interviews
Discovery & needs assessment with LVR team
We kicked off with a series of stakeholder interviews with Leticia and her team. These sessions helped clarify internal goals, challenges, and opportunities from each team member’s perspective. This is a key phase in UX strategy—giving us insight into business objectives while identifying disconnects between internal vision and user experience.
By the end of the discovery process, we had a shared understanding of what the new website needed to achieve—for both the brand and its future users.
Persona Development
Defining three distinct user types with clear goals and pain points
Through collaborative conversations and industry research, I developed three proto-personas to guide the site’s structure and content strategy:
Aspiring DJs: Looking for legitimacy, mentorship, and transformation
Established Artists: Seeking personalized 1:1 support to expand their careers
Industry Professionals: Curious about Leticia’s expertise and exploring collaboration
Each persona included emotional motivators, pain points, and desired actions—informing everything from homepage messaging to the visual hierarchy of service pages.
Information Architecture
Reworking the site map and navigation to support multiple user journeys
The previous site lacked clarity and made it hard for users to understand where to go or what to do next. I restructured the site using information architecture principles—mapping out a revised page hierarchy that aligned with each persona’s goals.
We simplified the navigation, added dedicated service pages, and introduced a color-coded visual system to help users self-select their path. This foundation allowed us to design an experience that felt intuitive and easy to explore.
Wireframes & Visual Hierarchy
Designing with intention to guide the user into action
With the structure in place, I created wireframes in Adobe XD to test content flow and layout logic. These early drafts allowed us to explore how users would interact with the site before finalizing the design.
The visual design focused on rhythm, movement, and clarity. We used bold typography, layered gradients, and editorial spacing to create a sense of flow—while keeping the user anchored.
Every element on the page was placed with purpose. Headings, imagery, and content blocks were prioritized based on the key information each persona needed to see first to build trust and encourage further exploration.
Call to Action Testing
Crafting compelling and contextual CTAs for every user type
We tested multiple versions of call-to-action copy and placement, aligning language with each persona’s mindset. Instead of generic buttons, we used tailored prompts like:
“Start Your Journey”
“Let’s Get This Show on the Road”
“Apply for Mentorship”
These CTAs were strategically placed based on scroll depth and user flow, helping convert curiosity into meaningful engagement.
SOCIAL MEDIA GRAPHICS
Creating a suite of social media assets that amplify the Academy’s bold, energetic voice
To ensure LVR Academy’s presence felt cohesive across every touchpoint, we developed a collection of social media templates that echoed the new website’s look and feel. These assets empower Leticia and her team to promote programs, share insights, and celebrate student wins—while staying visually consistent and instantly recognizable. The new design system elevates the Academy’s social media presence, helping Leticia show up as the authority she is.
the results
A user-centered platform that balances emotion, clarity, and action
The final result is a digital experience that reflects Leticia’s authority, energy, and deep care for her students. The redesigned site doesn’t just look bold—it works harder for her users and her business.
By clarifying the information architecture, simplifying navigation, and mapping distinct journeys for her three audience types, the platform now guides users with ease toward key actions—like booking mentorships, enrolling in a course, or reaching out to collaborate.
From a UX standpoint, the project achieved several core goals:
Improved usability through clear structure and responsive layout
Increased engagement with action-oriented CTAs and immersive visuals
Stronger trust and emotional connection through storytelling and intentional content hierarchy
Scalability through a reusable design system that empowers her team moving forward
This UX-driven redesign elevated LVR Academy’s credibility while making it easier and more inspiring for users to take the next step, creating a brand experience designed to spark ambition, fuel dreams, and position the Academy as the go-to space where emerging DJs come to learn, grow, and thrive with Leticia as their guide.
