Project Jam in the Streets Website Case Study

Apr 24

May 2025 — May 2026

Providing a Digital Stage to a Growing Non-Profit Event in Athens, GA

Role: Website Design Director

Project Overview

Since June 2025, my team and I have partnered with Jam for Cam to redesign the Jam in the Streets website with a focus on improving usability, accessibility, and overall navigation. As a team, we decided we wanted to work with an Athens local client with a purpose. Our shared love and excitement for live music led us to Jam for Cam, the organization behind the Jam in the Streets event. Jam for Cam hosts an annual music festival to raise money for melanoma research and awareness, honoring the legacy of Cameron Fearon. This philanthropy, through Jam for Cam, brings more than awareness. It also creates opportunities for education and partnerships. The purpose behind the event meant so much to our team, making our work and collaboration with their team feel very meaningful. Jam for Cam is a cause creating impact that touches Athens and beyond, and we are honored to be a part of the impact.

Since its founding in 2018, this event has seen significant growth. Notably, the event saw a huge change in 2025 when they relocated the festival to downtown Athens. In 2025, the event attracted more than 15,000 attendees and raised $52,000, which was triple the amount from the prior years. Most recently in 2026, this impact doubled again, attracting over 30,000 attendees and raising $1.2 million for melanoma research. This growth trend is expected to continue for years to come.

We aim to help the organization update its website to highlight this success and create a seamless digital experience for Jam in the Streets. Our goal was to create a more efficient and intuitive digital experience that helps users easily find key event information and engage more seamlessly with the festival online.

The Challenge

Jam in the Streets captivated the Athens community, leading to sudden growth. As past attendees, we had a unique perspective on seeing gaps in the current platform and where updates could enhance the user’s journey. With such a rapidly growing event, the website, correspondingly, needed to evolve with it. The organization had new content, statistics, and needs for the website to highlight such an iconic music festival. In collaboration with the organization, our team worked as digital consultants to redesign the website that reflected the high energy of Jam in the Streets through visual storytelling and movement.

The Solution

After strategizing with our client to better understand the organization’s vision for the new website and their future, we recognized that the best solution was to create a website experience that would be clear and easy to navigate for the user. The client wanted the new site to highlight photo and video content from the most recent year. Along with providing necessary information about the cause and the music festival. Most importantly, Jam for Cam wanted to continue to drive ticket sales and donations through the website as they approached the 2026 Jam in the Streets event and future years.

Through intensive data collection and research findings, we built a UX strategy toolkit that helped us identify key insights about the website’s needs, including its target audience, overall purpose, and what information users wanted to find. We also conducted a competitor analysis to see how similar events in both the Athens and Atlanta areas are typically organized and presented information on their websites.

https://docs.google.com/spreadsheets/d/106CI5i7TKisNnUMUlBfBAMCpST7RcpqV6SdhJdfeohQ/edit?usp=sharing

After researching the various competitors, we strategized key features to test with users. We focused on testing three main elements: an interactive map, shopping capabilities, and curated playlists. We found that users wanted a clear, easy-to-use map and the ability to listen to the artists before attending the event. However, we found that they were not interested in being able to buy merchandise through the site. With this information, we began developing a website that included these features and aligned with the client’s vision.

Results

To validate our design decisions and seek areas for improvement, our team conducted usability testing with 8 participants representing our target audience, including current UGA students, alumni, a student’s parent, and a student’s friend. Each team member facilitated at least two interviews with adults who regularly attend events in the Athens area.

Our testing focused on three core tasks, and our participants achieved a 100% task success rate across all three. Participants described the site using words like fast, clear, accessible, useful, and engaging.

We evaluated performance against three defined goals:

Goal 1 — Ticket Purchase Flow: Our primary goal was for users to complete the ticket purchase flow with an 85% or higher completion rate and minimal confusion. All participants successfully navigated from the homepage to the ticketing page without assistance, confirming that the call to action was clear and the flow was intuitive. This goal was fully met.

Goal 2 — Brand Identity and Emotional Experience: We wanted the site to clearly reflect the Jam in the Streets brand and evoke a positive emotional response aligned with the energy of a music festival. Participants consistently described the site as vibrant, energetic, and aligned with a festival atmosphere. This goal was fully met.

Goal 3 — Event Map Usability: Users needed to locate key information on the event map (including restrooms, stages, and vendors) within 25 to 40 seconds. Participants were generally able to find primary landmarks within the expected window, though vendor locations required additional time due to the density of the map layout. This goal was partially met, pointing to a clear area for improvement.

Our usability testing confirmed that the core objectives of the Jam in the Streets redesign were successfully achieved. All eight participants completed every task with a 100% success rate, and the ticket purchase flow, which was our most critical call to action, was navigated confidently and without confusion across the board. Two of our three goal-based evaluations were fully met, with brand identity and emotional experience receiving particularly strong feedback. The one area that fell short, event map usability, gave our team a clear and actionable direction for the final iteration. Moving forward, we improved visual hierarchy, labeling for vendor locations, and the representation of the open container zone.

We wanted to achieve three important factors: creating a frictionless UX, fueling excitement and impact, all while increasing the event’s visibility for years to come. We designed a digital experience that was seamless from start to finish, ensuring our users could find event information without confusion or extra effort. As Jam in the Streets grows, we want to provide clarity while showcasing the energy of the event and the cause of impact. We kept the long-term goal in mind when designing the site so that it met the needs of the current attendees, but far beyond this year’s event as well. We look forward to seeing what success Jam in the Streets will have in the years to come!

Rylee Wright