A Broadway producing team’s website.
Tom Smedes Productions is a Tony Award-winning producing and management team based in New York City that had an old website with no significant UX strategy or prioritization of CTAs. Their main goal for a redesign was a more modern and professional look than the previous design.
My Impact: Lead generation increase of 50%.
Stakeholder quote: “Definitely have had a lot of people reaching out to us via the contact form for sure... When we have made announcements, I have noticed an uptick in people being able to get ahold of us who other wise wouldn't have been able to either!”
Stakeholder meetings to discuss their goals and users.
After an initial stakeholder meeting I did competitive analysis based on the websites of other broadway producing and management teams, and then based on my finding I presented them with my finding. The best of their competitors had clear messaging, with visual references to past and current projects, and a clear call-to-action.
Following the competitive analysis I presented a summary of our previous discussion about their users: Investors, Co-Producers, and Theatre-makers.
User personas presented to stakeholders.
Flows & Wires.
Following the competitive analysis I presented a summary of our previous discussion about their users: Investors, Co-Producers, and Theatre-makers. I then shared basic user flows that showed how I would be connecting everything together for their different users.
Basic flows of different personas.
Combined flows into one. Click funnel basically.
All wireframes together.
Wireframes and final screens presented to the client.
The final UI incorporated a black text on white background for easy readability for the portion of users who are older, and the purple brand color was used at the request of the stakeholders.
Home
Producing
Management
Contact
Individual Show
About
Reflection.
This was a pretty quick and straightforward project, but I did really enjoy working on something that had measurable impact. Some of my other projects have resulted in no known or shared metrics, but to know that I increased this client’s web lead generation by 50% is very satisfying. It tells me that I can provide measurable value to businesses.