Flux Factory is a non-profit organization that assists developing artists by hosting Artists-in-Residence, organizing exhibits, providing education, and other collaborative possibilities. It is an artist-led space that fosters sustainable communities while preserving New York City’s creative vibrancy. To address declining conversion rates due to increased competition, our team of five usability analysts investigated the Flux Factory digital product using moderated user testing. We provided suggestions to enhance the website by testing important operations (such as attending an event, donating money, or participating in a program as an artist), and analyzing its information architecture and design components.