Minneapolis College of Art & Design
Art School Meets UX
Redesigning the website for the Minneapolis College of Art and Design (MCAD) was one of the most rewarding creative challenges of my career. Being trusted to reimagine the digital front door of a nationally recognized art and design school came with big expectations... Not just around usability and accessibility, but around capturing the off-beat, minimalist spirit that makes MCAD unique.
While KNOCK, Inc. led the brand identity refresh, I partnered with their team to translate and hand off the new brand for the website build. As the UX and Visual Design Lead with Clockwork, I helped shape a system that served a wide range of users, from prospective students and parents to faculty, alumni, and donors, while breaking away from the lookalike design patterns so common in Higher Education.
The final product was bold, clean, and intentionally simple, allowing the MCAD community and student work to take center stage.
- DISCOVERY
- UX STRATEGY
- UX DESIGN
- WIREFRAMING
- WEB DESIGN
Design Direction &
Visual Language
To reflect MCAD’s bold, creative culture, we leaned into a visual system that was abstract, minimal, and flexible. We used grid-based layouts, clean typography, and a restrained color palette to give space for student work to shine.
The brand toolkit included playful shapes, dynamic image crops, and an editorial design sensibility that was delicately refined.
Visuals
Moodboard / creative direction slides
Typography & color styles
Shape library or abstract brand marks
Sample component layouts
Student work
Front & Center
The site was built to reflect the creative spirit of MCAD…and that meant showcasing student work throughout, not hiding it in static galleries. I designed flexible content blocks that featured rotating student art on key pages, making the site feel alive, current, and truly representative of the MCAD community.
Visuals
Moodboard / creative direction slides
Typography & color styles
Shape library or abstract brand marks
Sample component layouts
Structure Built for Discovery
We reorganized content into intuitive categories and improved wayfinding through a streamlined navigation. Key user journeys, especially for prospective students, were prioritized, making it easier to explore programs, apply, and connect with admissions.
Visuals:
Sitemap or IA diagram
Before vs. after navigation
Wireframe examples
Interactive user journey highlights (optional)
Small Details,
Big Impact
The site saw a 52% increase in users, 60% more pageviews, and traffic that doubled within the first year. But more importantly, it gave MCAD a digital presence that finally felt like them: creative, open, and future-facing.
Visuals:
Sitemap or IA diagram
Before vs. after navigation
Wireframe examples
Interactive user journey highlights (optional)
