Performing arts website design
Project for:
Austin Opera
In this performing arts website design project we redesigned the main website to improve overall organization and better highlight upcoming events.
Expertise
The scope of this project included a full website redesign with the intent of driving up ticket sales, implementing a new look, and ensuring the site is mobile responsive.
Client
Austin Opera was established in 1986 and engages thousands of patrons every year through a variety of in-person and digital events.
Timeline
We had a bit over a three-month timeline for this project to implement the full UX process and development of a WordPress custom theme; we launched at the end of January 2020.
Challenge
Redirect the website to match organizational direction
The organization felt that their website’s content was robust but was lacking clear organization and wanted their website to be redesigned so that their audiences could easily find what they needed — driving ticket sales and memberships up in the process.
Austin Opera also felt that their website was not on point with their current direction and needed a revamped look and feel.
Solution
Rethink look and feel in performing arts website design
We found that the navigation structure was confusing to users and they were unsure where to find important information. The homepage was missing an opportunity to direct users where the organization wanted them to visit.
We also found that the website was content dense and lacking visual hierarchy cues needed to guide users. Lastly, we found that users wanted more meaningful and impactful imagery to enrich their overall experience.
Impact
The client has been able to update the website content on their own
Reorganized navigation
The navigation system was restructured to redefine existing information hierarchy and was tested with users to ensure usability.
Distinct sections, headers, and bright calls to action were added to enhance the website’s usability, providing a visual guide to help the user discover useful information.
Visually compelling
The website was redesigned to allow for more images and color pops throughout the site, providing users with a visually compelling experience.
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