Dallas Opera

Providing Flexibility Season After Season

The Challenge

How might we reach such a diverse audience in a way that will provide for their needs?

The Dallas Opera not only has a diverse audience, but it has multiple audiences spanning generations and divergent in interest — from patrons and donors to educators and sponsors.

The art organization also faces a common challenge: grow an audience with the people and budget resources available.

The Solution

A website redesign was part of a larger marketing initiative.

TDO focused on revamping its website as part of its strategy. Our role was UX designer and developer, and we partnered with a trusted Dallas marketing agency for graphic design and account management.

We focused on the audience’s experience through each section of the site, but we also spotlighted the needs of the Dallas Opera team as we designed the interface. It was important that we build the website in a way that would be manageable over the long term.


  • Events should be managed in one place.
  • Ticketing links should be easy to add and change.
  • Events should automatically be moved to a past events section once the performance is over.


The user experience we designed and developed enabled The Dallas Opera to pivot quickly during the COVID-19 shutdown. TDO re-engaged with Standard Beagle to make small tweaks and enhancements to the user interface as the organization shifted to digital programming.

The Dallas Opera’s digital transformation continued and Standard Beagle assisted with continuous enhancements, allowing the organization to focus on efforts that would keep it strong in the post-pandemic era.

Our Solutions

We take a holistic approach to solving your problems by using the design thinking methodology to help you identify with your user to find the right solution.

We use design thinking methodology to understand, ideate, and then design an experience that best suits the customers' needs and motivations.

By setting a UX strategy, organizations can increase the accessibility and inclusion of their products and services without stretching their teams too thin.

Our experienced team is well-versed in building features and enhancements on a continuous basis. We meet with you weekly to sync up on status and provide guidance.

How can UX improve your organization's value with customers? Schedule a short conversation to find out how Standard Beagle's TRU/X process would work for you.