Objective
The main goal of the ideation phase was to take everything we learned from the research and empathy stages and begin turning those insights into concrete design ideas. Using the creative matrix, we explored a wide range of possibilities for how the University of Oklahoma’s Visual Communication website could better serve students, parents, and faculty. Our focus was on creating a website that is easy to navigate, informative, and visually engaging.
From the creative matrix, we identified recurring themes such as improving clarity about the program, highlighting alumni success stories, and showcasing student work. These ideas became the foundation for our sitemap and sketches. We wanted each feature to solve a specific user problem, like helping students understand the program structure, giving parents reassurance about career outcomes, and helping faculty share accurate information more easily.
Challenges
One of the biggest challenges during this phase was narrowing down ideas from the creative matrix. We had many strong concepts, but not all could realistically fit within one website. It took time to prioritize which ideas would have the greatest impact while still keeping the site clear and simple to use.
Another challenge was translating user needs into a structure that made sense visually. For example, deciding how to organize sections like “Program Structure,” “Student Work,” and “News and Events” required us to think carefully about flow and hierarchy. We also had to balance creativity with usability, making the site visually appealing without overwhelming users with too much information.
Benefits
Developing the sitemap helped us see how all the ideas connected. It gave structure to the content and ensured that every portion served a clear purpose. Features like the “What is Visual Communication?” section, the interactive timeline, and the news and events section came directly from user feedback and reflected real needs.
Sketching was also a major benefit of this phase. It allowed us to visualize how information would appear on the website and how users would move through the site. Creating initial sketches helped us explore possibilities and identify what worked best before moving into the next design phase.
Reflection
This stage taught me how important it is to translate research into design in a thoughtful and intentional way. The creative matrix encouraged open exploration, while the sitemap and sketches turned those ideas into something real and user-centered. I learned how to prioritize features based on real user value rather than personal preference, which made the design stronger and more grounded.
Overall, the ideation phase was where the project began to take shape. It bridged the gap between understanding users and designing for them. I feel more confident in using structured brainstorming and visual planning to solve design problems. Moving forward, this process will guide how I approach future projects, balancing creativity with purpose, and always keeping the user experience at the center of the design.