TDO mega menu rendering showing arts website navigation redesign
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Arts website navigation redesign

Improving UX through data-driven insights

Project for:

Dallas Opera

For this project, we studied user habits on the Dallas Opera website then made recommendations and implemented an arts website navigation redesign.

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Expertise

We executed a heuristic evaluation of key pathways, a 14-day analysis of heat maps, website analytics, recordings, and nine user tests.

Client

The Dallas Opera provides entertainment to a diverse audience. After suspending their opera season due to COVID-19, they reopened a new season with the addition of a digital streaming service.

Timeline

This project was part of a long-term engagement with Dallas Opera to maintain and enhance the website.

Challenge

Patron changes over time

The Dallas Opera needed help with the organization of content and navigation. After several years without major updates to the website and the expanding amount of content, navigation had changed many times. There was concern that it no longer served their needs.

Solution

Move forward with arts website navigation redesign

We recommended a more streamlined navigation. Our recommendations were based on our interviews and tests with current Dallas Opera patrons.

Our recommendations for structural changes would simplify navigation and page layouts.

These changes included a redesigned main navigation bar in the form of a mega menu, and removing the sidebar navigation.

illustration show seated dog with violin nearby and bow in mouth

Impact

We improved the navigation and made sections more visible

TDO mega menu rendering

Mega menu to show all sections

A mega menu removed blocks from the users’ paths.

We replaced the main navigation bar with a mega menu, putting all important information in one easily accessible place.

Percent increase in average engagement time.

Revised content structure

Other changes included restructuring the layout of the navigation on the page. We also recommended:

  • Removing the side menu, which created confusing navigation loops and conflicted with the main navigation bar.
  • With screen space freed by removing the side bar, components such as cards featuring single performances, could spread out across the page.
  • Reformating page layouts and limit content to remove extra page scrolling.

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