Make classes easier to find
A Class Finder and clearer audience routes help people narrow down suitable classes without searching through the whole timetable.
SELECTED WORK
End to end product and UX design,from problem to launch.
I design digital products from understanding the problem and organising the experience through interaction design, responsive UI, implementation, testing and launch. The case studies below show the decisions behind the finished work.
Product strategyUser journeysInteraction designDesign systemsAccessibilityDelivery
Head of Digital
Antonella
I lead the digital work at Nova and work directly with clients from the first conversation through to design, implementation and launch.
Read moreLatest project
Beat Box Studio
Dance & fitness platform
A complete redesign of the class discovery and booking experience for a dance and fitness studio, from competitor review and site structure through responsive design, CMS, testing and launch.
Visit Beat Box StudioTHE CHALLENGE
Make choosing a class feel simple before asking someone to book.
Beat Box serves children, teenagers, adults and families. The main problem was not visual design. People needed to understand which classes were right for them, where and when they ran, what they cost and how to book. I reviewed local competitors, reorganised the content and designed clearer routes from first visit to booking.
My role: Lead UX and product design across research, site structure, user journeys, interaction design, responsive UI, CMS design, implementation review, QA and launch.
Connect the information people need
Class details, age groups, venues, schedules, prices and booking links are brought together so the next step is clear.
Design for different audiences
Children, teenagers, adults and families have different needs, so each group has a clear starting point while the overall experience stays consistent.
Reduce uncertainty before booking
Free trials, teacher information, venue details and first visit guidance answer the practical questions people have before attending.
Competitor researchUser journeysInformation architectureInteraction designResponsive designAccessibilityCMS designQA and launch
THE MANAGEMENT EXPERIENCE
A CMS designed around the way the studio actually works.
The public website and the management experience were designed together. The owner can manage classes, age groups, venues, timetables, enquiries and key homepage content without working through unnecessary WordPress screens.
Custom project functionality is kept in the Nova plugin where it makes sense. This gives the project one controlled place for bespoke behaviour and reduces the need for a large collection of separate plugins and recurring licences.
- Classes and timetable: structured class records, age groups, venues and schedules feed the public website.
- Parent Hub: a protected area for information intended for existing families.
- Enquiries: customer messages sit close to the content and operational workflow.
- Homepage controls: key content can be updated without editing the layout.
- Booking: the external booking service is integrated into the Beat Box journey rather than defining it.
Latest project
JIT Productions
Music platform & ecommerce
A digital music shop designed around the full buying journey, from discovering and previewing a release to choosing MP3 or WAV, paying securely and accessing downloads.
Visit JIT ProductionsTHE CHALLENGE
Keep the whole music buying journey clear, from first listen to final download.
JIT Productions needed more than a standard online shop. I reviewed independent labels and music platforms, then designed the experience around the way people buy digital music: find a release, listen to a preview, understand the artist, choose a file format, pay and access the purchase afterwards.
My role: Lead UX and product design across competitor research, site structure, purchase flows, responsive UI, ecommerce behaviour, CMS design, implementation review, testing and launch.
Make the catalogue easy to explore
Release and artist pages support browsing without making the label feel like a generic online store.
Let people listen before buying
Audio previews sit inside the release experience so listeners can hear the music without losing context.
Make format choice clear
Customers can choose MP3 or WAV before checkout, with the product options explained in the buying flow.
Design beyond checkout
Guest checkout, payment, order emails and download access were treated as one connected experience across desktop and mobile.
Competitor researchEcommerce UXUser flowsInformation architectureInteraction designResponsive designWooCommerceCMS designQA and launch
THE MANAGEMENT EXPERIENCE
Ecommerce and content management built around the work the label does every day.
The shop and the management experience were designed as one product. JIT can manage releases, artists, homepage content, orders and downloads without navigating a maze of generic WordPress options.
The Nova plugin holds project specific functionality where appropriate. Established services such as WooCommerce and payment providers are used where they add real value, while the custom layer stays focused and easier to maintain.
- Digital products: releases support the formats and purchasing choices the label needs.
- Artists and releases: content is organised around real label tasks.
- Orders and downloads: ecommerce activity remains visible in the same management experience.
- Guided editing: structured controls keep content flexible without making the layout easy to break.
SELECTED PROJECTS
More selected work
Shorter case studies showing how different problems were structured, designed and delivered across music, education and retail.
JOURNEY INTO TRANCE
Journey Into Trance
Music discovery platform
A music platform built around discovery.
A music discovery site designed for two clear audiences: listeners looking for releases and artists, and producers who want to submit new music.
User journeysInformation architectureInteraction designResponsive designContent designCMS design
JOURNEY INTO TRANCE ACADEMY
Mark Roma
Artist & production academy
A clearer journey from artist to producer.
A clearer website for an established artist and music educator, designed to explain the learning offer without losing the credibility of the artist brand.
User journeysInformation architectureContent designInteraction designResponsive designCMS design
LOVE TO MUSE
Love to Muse
Jewellery catalogue
A boutique catalogue without ecommerce overhead.
A jewellery catalogue designed for the business it is today, with simple product browsing and content management, while keeping the option to add ecommerce later.
Information architectureCatalogue UXInteraction designResponsive designWooCommerceCMS design
HOW I WORK
From understanding the problem to a product people can use.
My work covers the full product lifecycle. I start by understanding the business, users and constraints, then define the structure, design the experience, follow the implementation and test what goes live.
Business, users, market and competitors.
Positioning, journeys, structure and priorities.
Mobile-first hierarchy, UI, feedback and refinement.
Responsive delivery, launch, analytics and improvement.
Local Web & Digital
Based around Hitchin. Supporting Bedfordshire, Hertfordshire & London.
Nova Digital supports businesses across Bedfordshire, Hertfordshire and London, with remote Web & Digital projects available throughout the UK.
Remote Web & Digital projects are available across the UK.
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