Arts Centre Melbourne Website
- Arts Centre Melbourne
We collaborated with Arts Centre Melbourne to transform their digital presence and dramatically improve the ability for multiple audiences to easily engage, transact, interact and be inspired.
With an array of audiences and a symphony of stakeholders – our challenge was to understand and bring together a wide range of needs, content, goals, interests and desires to construct a new website that was both functional and beautiful.
Our design is inherently user-centred. Working collaboratively with the ACM marketing team, development team, branding agency and of course users we considered the multitude of events, formats, titles, imagery, refreshed brand identity and personas that required representation on the site.
Our primary aim was to ensure that customers, members, donors, presenters and hirers could locate information and complete online transactions with ease.
The website has improved customer experience with a mobile first approach to design that is both contemporary and user-friendly.
The impact of this design has been an exponential increase in user engagement and user transactions on the site. With an almost 150% increase in ecommerce conversion since the redevelopment of the website, we have been successful in assisting Arts Centre Melbourne engage with their target audience and capturing the market share through their website.
The site launched in December 2017 and has seen a consistent increase in mobile transaction revenue and an increase in ecommerce conversion rate across all devices (mobile, desktop and tablet).
ACM is also seeing promising growth in online ‘upsell purchases’ such as pre-show drinks/dinner packages now that there is improved cart functionality to offer these items.
The design of Arts Centre Melbourne’s website went through a multitude of stages to ensure the most effective and engaging user experience. Bravo conducted user and stakeholder research before entering the ideation process. UX wire framing and prototyping was conducted for both mobile and desktop and then put through stringent usability testing. The findings and feedback of these sessions was then applied in the design phase maximise the capabilities of the site whilst maintaining an artistic and visually appealing aesthetic in line with the visual style guide. The site was built using Sitecore with a custom Tessitura e-commerce integration.
The site was designed with a hybrid application of TNEW and customs Tessitura integration with Sitecore 8.2. This has allowed the site to be fully scalable and managed by the Arts Centre Melbourne team. It is a mobile-first design and is AA accessible.