Broadway.org
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The Challenge
Broadway.org, the official online hub of the Broadway League, needed a refreshed digital presence to better serve its audience of theater enthusiasts. While the existing platform provided access to Broadway productions and authorized ticketing outlets, its outdated design and inconsistent brand identity hindered user engagement and ticket sales. The challenge was to create a visually captivating, user-friendly website that streamlined access to show information and tickets while reinforcing the prestige and excitement of Broadway.
Additionally, the administrative backend required enhancements to reduce inefficiencies, such as duplicate entries, and to improve overall usability for managing listings and ticketing information.
The Strategy
As the design lead, I led a comprehensive overhaul of Broadway.org’s brand identity and website. My approach began with defining a strong information architecture to organize the extensive catalog of current and upcoming productions. I collaborated with stakeholders to ensure the new design emphasized clarity, ease of navigation, and visual appeal. The refreshed brand identity, paired with modern UX/UI design, captured the vibrancy and elegance of Broadway.
I also directed video production efforts to create engaging multimedia content that enhanced the website’s storytelling and appeal. Improvements to the admin portal’s UX design reduced inefficiencies, while the intuitive public-facing interface made finding tickets and show information seamless. The integration of visually rich design elements reinforced Broadway’s cultural significance, inspiring audiences to connect with the magic of live theater.
The Results
The redesigned Broadway.org platform delivered significant results. Ticket sales increased by 15% within the first six months due to the user-friendly interface and enhanced design. The updated admin portal reduced duplicate entries by 25%, improving operational efficiency. Coupled with targeted marketing campaigns, the new design contributed to a 30% increase in ticket sales during the same period.
This project showcased the power of strategic design and storytelling in elevating a brand’s digital presence. By creating a website that celebrated the essence of Broadway while enhancing functionality, I helped position Broadway.org as the definitive resource for theater enthusiasts and ticket buyers worldwide.
