Dallas Opera UX Design & Development

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 help you understand your customers through a combination of qualitative and quantitative research, from user interviews through usability testing.

We design the experience that best suits the customers' needs and motivations through wireframing, visual, and interaction design.

Lower the risk of innovation through our design sprint process. Our certified facilitation experts will help you pinpoint an idea, then prototype and test to give you solid answers.

Our experienced, full-stack team is well-versed in building features and enhancements on a continuous basis. We work with you to decide the platform and develop custom solutions.