The Broadway League
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The Challenge
The Broadway League, the premier national trade association for the Broadway theatre industry, required a modern and user-friendly website to serve its diverse membership, which includes over 700 members such as theater owners, producers, and general managers across more than 250 cities in North America. The existing site struggled to present its vast and complex data in an accessible and engaging way, leading to inefficiencies in navigation and missed opportunities for user engagement.
The challenge was to create a visually appealing and intuitive platform that simplified data exploration, enhanced statistical accuracy, and reinforced the League’s role as a central resource for the Broadway community.
The Strategy
As Creative Director at Lounge Lizard, I led the design and development of a dynamic website for The Broadway League. My approach began with structuring a robust information architecture to streamline navigation and make complex data accessible to users. I collaborated closely with the League’s leadership team to ensure the site aligned with their goals and vision, blending functionality with aesthetic appeal.
The design prioritized clarity and usability, featuring clean layouts and interactive elements to engage users. Back-end modifications supported the delivery of accurate, up-to-date data, while the front-end UX/UI design created a seamless experience for members navigating the site. The new platform presented information in a way that was both visually compelling and easy to understand, fostering greater engagement across their wide-ranging audience.
The Results
The redesigned Broadway League website delivered measurable improvements in usability and data accuracy. Statistical accuracy increased by 35% due to enhancements in UI design and back-end systems. Homepage bounce rates decreased by 20%, reflecting a more engaging and user-friendly experience. Additionally, up-to-date data availability improved by 40%, ensuring the League’s members had reliable access to essential information.
This project demonstrated the power of combining strategic design and technical enhancements to address complex challenges. By crafting a platform that simplified navigation and improved data accessibility, I helped The Broadway League solidify its position as the definitive resource for the Broadway theatre industry.
