website redesign
website redesign
Meany Center for the
Performing Arts
Meany Center for the Performing Arts
Meany Center for the Performing Arts
A website refresh for the University of Washington’s performing arts center that streamlines buying tickets, ticket subscriptions, and donating, and updates the look and feel of the site to attract a broader audience. Visit meanycenter.org to view the original site.
A website refresh for the University of Washington’s performing arts center that streamlines buying tickets, ticket subscriptions, and donating, and updates the look and feel of the site to attract a broader audience. Visit meanycenter.org to view the original site.
Programs
Programs
After Effects
Figma
After Effects
Figma
my Role
my Role
Solo project
User research
Wireframes
Prototyping
Solo project
User research
Wireframes
Prototyping
the client
the client
Meany Center hosts its own professional performing artist series, the Meany Center Visiting Artist series, and UW events such as graduations, master classes, lectures, and student performances.
Meany Center hosts its own professional performing artist series, the Meany Center Visiting Artist series, and UW events such as graduations, master classes, lectures, and student performances.
The problem
The problem
Since the COVID-19 pandemic, ticket sales have dropped and not fully recovered. Meany Center’s audience is mostly senior-aged, and Meany would like to expand their audience and donor base to include more young people, especially UW students, who have a higher chance of converting to longtime supporters through Alumni discounts. Compounding the issue of lower sales, Meany’s site has not been updated since 2016, and users report difficulty buying tickets, subscribing, donating, and finding event information. The website is also visually outdated and does not meet accessibility guidelines.
Since the COVID-19 pandemic, ticket sales have dropped and not fully recovered. Meany Center’s audience is mostly senior-aged, and Meany would like to expand their audience and donor base to include more young people, especially UW students, who have a higher chance of converting to longtime supporters through Alumni discounts. Compounding the issue of lower sales, Meany’s site has not been updated since 2016, and users report difficulty buying tickets, subscribing, donating, and finding event information. The website is also visually outdated and does not meet accessibility guidelines.
Prototyping
Prototyping
Final Screens
Final Screens
research
research
Survey & User Interviews
Survey & User Interviews
6
Usability Interviews
5
Survey Responses
research methods
research methods
I conducted three usability interviews, reviewed three additional usability interviews conducted by a previous staff member, and collected five survey responses to validate and build upon the reports from Meany staff. Users were asked to complete four tasks; find a performance they were interested in and view its event info, subscribe to the performance series they were most interested in to receive the discount, buy tickets to the performance they were interested in, and donate to Meany Center. Users were asked to rate their experience and mention any confusion they had. The results largely corroborated what Meany staff reported and gave more insight into exact points of frustration and confusion.
I conducted three usability interviews, reviewed three additional usability interviews conducted by a previous staff member, and collected five survey responses to validate and build upon the reports from Meany staff. Users were asked to complete four tasks; find a performance they were interested in and view its event info, subscribe to the performance series they were most interested in to receive the discount, buy tickets to the performance they were interested in, and donate to Meany Center. Users were asked to rate their experience and mention any confusion they had. The results largely corroborated what Meany staff reported and gave more insight into exact points of frustration and confusion.
research
research
Pain Points
Pain Points
Issues & Solutions
Issues & Solutions
Buying a Single Ticket
Buying a Single Ticket
ISSUE 1
ISSUE 1
The date single tickets go on sale is hard to find
The date single tickets go on sale is hard to find
Single tickets go on sale July 31. Before then, users can only buy multiple tickets (aka ticket packages) at a discounted price, but it is not clear that single tickets will become an option later on because that info is hidden in the sidebar of each event page. Users expressed frustration at “not being able to buy single tickets.”
Single tickets go on sale July 31. Before then, users can only buy multiple tickets (aka ticket packages) at a discounted price, but it is not clear that single tickets will become an option later on because that info is hidden in the sidebar of each event page. Users expressed frustration at “not being able to buy single tickets.”
ISSUE 1
ISSUE 1
Reorganize layout to make the date more prominent
Reorganize layout to make the date more prominent
Remove the confusing sidebar. Make “Single tickets go on sale July 31” more prominent by moving it from the sidebar, where it was lost among other random bits of information, to directly above the large button to buy subscriptions. Add a button for users to join the mailing list to be notified when single tickets go on sale.
Remove the confusing sidebar. Make “Single tickets go on sale July 31” more prominent by moving it from the sidebar, where it was lost among other random bits of information, to directly above the large button to buy subscriptions. Add a button for users to join the mailing list to be notified when single tickets go on sale.
issue 2
issue 2
Poor event searchability
Poor event searchability
Due to its strange placement, 80% of users did not notice the event filter, which made finding specific events hard.
Due to its strange placement, 80% of users did not notice the event filter, which made finding specific events hard.
solution 2
solution 2
Make filter stand out with a
symbol and search bar
Make filter stand out with a symbol and search bar
Make filter stand out with a symbol and search bar
Make the filter easily findable and identifiable by moving it from the far right corner to directly above the events and adding a filter symbol and search bar. Change Series to Category for clarification and remove the Performance tab, which was broken and always showed no events.
Make the filter easily findable and identifiable by moving it from the far right corner to directly above the events and adding a filter symbol and search bar. Change Series to Category for clarification and remove the Performance tab, which was broken and always showed no events.
issue 3
issue 3
Website redirects to a different website for ticketing
Website redirects to a different website for ticketing
Buying a single ticket or a package redirects users to a new website (artsuw.com), and hitting the back button does not return users to meanycenter.org. The Arts UW site has a slightly different event calendar, which causes further confusion.
Buying a single ticket or a package redirects users to a new website (artsuw.com), and hitting the back button does not return users to meanycenter.org. The Arts UW site has a slightly different event calendar, which causes further confusion.
solution 3
solution 3
Redesign the ticketing process to stay on meanycenter.org
Redesign the ticketing process to stay on meanycenter.org
Issues & Solutions
Issues & Solutions
Buying a Ticket Package
Buying a Ticket Package
issue 1
issue 1
Infinite loop prevents users from buying packages
Infinite loop prevents users from buying packages
Some users entered an infinite loop where they went from the subscription page, to a View Events page, to an event info page, which had a button that led them right back to the subscription page because the “Order Now” button on the subscription page was not prominent enough. This loop caused frustration, confusion, and prevented users from reaching the order form to buy their package.
Some users entered an infinite loop where they went from the subscription page, to a View Events page, to an event info page, which had a button that led them right back to the subscription page because the “Order Now” button on the subscription page was not prominent enough. This loop caused frustration, confusion, and prevented users from reaching the order form to buy their package.
solution 1
solution 1
Prevent loop by displaying previous page and order form as a link and button on the View Events page
Prevent loop by displaying previous page and order form as a link and button on the View Events page
Fix the infinite loop by making a clear callout banner above the View Events page that links directly to the order form and gives users the option to return to the previous subscriptions page. Removed the “Subscribe Now” button from each individual event info card because that caused confusion; users reported thinking that meant they could “Subscribe” to individual events, when that was not the case. Similarly, changed the button on the individual event info page from “Subscribe Now” to “Learn More” to more accurately reflect what clicking the button would do; link to the Subscription About page.
Fix the infinite loop by making a clear callout banner above the View Events page that links directly to the order form and gives users the option to return to the previous subscriptions page. Removed the “Subscribe Now” button from each individual event info card because that caused confusion; users reported thinking that meant they could “Subscribe” to individual events, when that was not the case. Similarly, changed the button on the individual event info page from “Subscribe Now” to “Learn More” to more accurately reflect what clicking the button would do; link to the Subscription About page.
issue 2
issue 2
Buying packages requires unnecessary clicks and screens
Buying packages requires unnecessary clicks and screens
Buying ticket packages requires going through unnecessary and duplicative clicks and screens. For instance, users must select their first show, wait on a new loading page to choose seats, return to the previous page to select their second show, and so on until they have selected at least four seats.
Buying ticket packages requires going through unnecessary and duplicative clicks and screens. For instance, users must select their first show, wait on a new loading page to choose seats, return to the previous page to select their second show, and so on until they have selected at least four seats.
solution 2
solution 2
Reduce the number of clicks to buy a ticket package
Reduce the number of clicks to buy a ticket package
Consolidate the number of clicks and screens to buy a ticket. Let users select all four show dates at once, and then all four seats without switching to a new loading page.
Consolidate the number of clicks and screens to buy a ticket. Let users select all four show dates at once, and then all four seats without switching to a new loading page.
issue 3
issue 3
The terms subscription and series cause confusion
The terms subscription and series cause confusion
New users unfamiliar with performing arts terminology think subscriptions mean a recurring purchase, but a ticket subscription is actually a one-time purchase of a ticket package at a discount. Abbreviation of Choose Your Own Subscription as “CYO” also caused confusion. Users also did not understand that Dance “Series” meant all dance shows.
New users unfamiliar with performing arts terminology think subscriptions mean a recurring purchase, but a ticket subscription is actually a one-time purchase of a ticket package at a discount. Abbreviation of Choose Your Own Subscription as “CYO” also caused confusion. Users also did not understand that Dance “Series” meant all dance shows.
solution 3
solution 3
Clarify Subscription with the term Ticket Packages. Instead of Series, use category or genre
Clarify Subscription with the term Ticket Packages. Instead of Series, use category or genre
Use “Subscriptions: Curate Your Own Ticket Package” in place of “CYO subscription,” and “Subscriptions: Ticket Packages Curated by Genre” in place of “Full Series subscriptions” so both new and old audiences alike can understand.
In place of the term “series,” use performance “category” or “genre” where appropriate.
Use “Subscriptions: Curate Your Own Ticket Package” in place of “CYO subscription,” and “Subscriptions: Ticket Packages Curated by Genre” in place of “Full Series subscriptions” so both new and old audiences alike can understand.
In place of the term “series,” use performance “category” or “genre” where appropriate.
Issues & Solutions
Issues & Solutions
Facilitate Donations
Facilitate Donations
issue 1
issue 1
Donation process evokes UW’s brand, not Meany Center’s
Donation process evokes UW’s brand, not Meany Center’s
Donations are done through a popup with UW branding that does not match the rest of the site and accurately reflect the Meany brand. Users reported feeling some confusion.
Donations are done through a popup with UW branding that does not match the rest of the site and accurately reflect the Meany brand. Users reported feeling some confusion.
solution 1
solution 1
Redesign donation section
Redesign donation section
Redesign donation section with a visual refresh that matches the Meany brand and the rest of the site.
Redesign donation section with a visual refresh that matches the Meany brand and the rest of the site.
issue 2
issue 2
Main donation page is a boring wall of text with important info buried in subpages
Main donation page is a boring wall of text with important info buried in subpages
Donation homepage is a wall of text with identical buttons; design is not engaging and not conducive to encouraging donations. Users reported wanting more convincing imagery to donate.
Donation homepage is a wall of text with identical buttons; design is not engaging and not conducive to encouraging donations. Users reported wanting more convincing imagery to donate.
solution 2
solution 2
Redesign layout and move important info to the main donation page
Redesign layout and move important info to the main donation page
Divide up text into main sections with engaging images and prominently feature the annual report, which is a designed booklet that shows the impact of Meany’s donations in supporting performers, free tickets for low-income schools, and free performing arts workshops for students.
Divide up text into main sections with engaging images and prominently feature the annual report, which is a designed booklet that shows the impact of Meany’s donations in supporting performers, free tickets for low-income schools, and free performing arts workshops for students.
Issues & Solutions
Attract Younger Audience
Attract Younger Audience
issue
issue
Major student discount is not advertised across the site.
Major student discount is not advertised across the site
The massive discount of $10 student tickets are not well advertised on the site. Users reported not knowing about the discount despite exploring the site and buying subscription packages. Users must be in the process of buying tickets and select a seat to read small text indicating that student tickets are $10 or click into the Ways to Save page.
The massive discount of $10 student tickets are not well advertised on the site. Users reported not knowing about the discount despite exploring the site and buying subscription packages. Users must be in the process of buying tickets and select a seat to read small text indicating that student tickets are $10 or click into the Ways to Save page.
solution
solution
Call out student discount on
every prominent page
Call out student discount on every prominent page
Make the $10 student ticket and package deal more easy to find by calling it out in a content block on the homepage and on the ticket packages’ About pages. Also prominently feature “UW students can buy a seat in this zone for just $10” in the order form page’s seating map legend, so users do not have to click into a specific seat to see the discount in small text.
Make the $10 student ticket and package deal more easy to find by calling it out in a content block on the homepage and on the ticket packages’ About pages. Also prominently feature “UW students can buy a seat in this zone for just $10” in the order form page’s seating map legend, so users do not have to click into a specific seat to see the discount in small text.
Up next
Up next
Genemod
Genemod
