CASE STUDY / EGYPTIAN THEATRE / 2024
EGYPTIAN THEATRE
website redesign
Egyptian Theatre Desktop Site Before/After
EXECUTIVE SUMMARY
Egyptian Theatre Mockups
Prototype
Our team redesigned a responsive website for Egyptian Theatre, a live performance venue in Park City, Utah. We created both desktop and mobile prototypes.
Role & Responsibilities
As a UX/UI Designer, I contributed to all aspects of the work but particularly influenced the following:
- Affinity Diagram
- User Insight
- Problem Statement
- UI Style Guide
- Low-, Mid-, & High-Fidelity Prototypes
Goal
To improve the site's user interface (UI).
Timeline
This project took place over 3 weeks.
Tools
EMPATHY PHASE
Proto-persona
Our user is married with children who is looking for a fun date night activity with her husband. She needs the venue’s website to be organized and easy to navigate. She finds the UI off-putting and is confused by the lack of a logo.
Research
In this project, we developed a survey of five questions that focused on users’ ideal ticket buying experience as well as their view of what makes a site seem trustworthy to want to spend money there. We received responses from five potential users.
Findings
The original site sends users to another site to buy tickets for shows. Our users wanted to skip that intermediate step and cited Ticketmaster as an example of an ideal ticket buying experience. Also, they wanted to know what to expect at the venue and the ability to purchase concessions through the site.
DEFINE PHASE
User Insight
Emily favored the way Ticketmaster is set up. Ticketmaster has a straightforward process that allows for a quick checkout with little to no confusion. She especially likes Ticketmaster’s seat picker feature. Emily also needs assurances that her financial information is secure.
Problem Statement
Emily wants to see a show close to home and is considering Egyptian Theatre. She also is interested in enrolling her kids in their YouTheatre program. As a designer, she is immediately turned off by the “sketchy” and illegitimate appearance of the website and is unsure if she’s even on the correct site because she doesn’t see a logo anywhere. She hesitates to purchase anything from the website to avoid any possible scams.
As you can see, Emily's work involves design, so the look and feel of the Egyptian Theatre's website is a pain point for her.
User Persona
IDEATE PHASE
Competitor Analysis
We have two direct competitors. Cinemark Theaters is actually a movie theater chain--not a 1:1 comparison, but they have a well-organized website that includes show dates and times, movie descriptions, a reward system, and the ability to order ahead of time. They also serve beer, wine, and cocktails. Our other direct competitor, George S. & Dolores Doré Eccles Theater (Park City), does do live performance. It has a size advantage. However, they have no website, instead relying on a third-party site for ticket purchases. Additionally, it is connected to Park City High School, which might pose a limitation in terms of the kind of entertainment offered.
Affinity Map Groupings
When it comes to the ideal ticket buying experience, Emily favors the ease of platforms like Ticketmaster. It helps her to have the ability to choose seats and buy concessions along with her ticket purchase(s).
Emily values simplicity in a site and also wants the venue to have put real effort into site design. She wonders..."What if I could see trailers and descriptions of upcoming shows? What if I could filter shows by genre? What if I could see and reserve seats online?"
I Like, I Wish, What If...?
2x2 Feature Prioritization Matrix
Establishing a process to buy tickets and concessions on the site as well as updating the site's aesthetic became top priorities for our team.
Storyboard
User Scenario
PROTOTYPE PHASE
User Flow
Our user flow focused on purchasing tickets and concessions for shows at the Egyptian Theatre.
Moodboard
From our moodboard, we decided on saturated colors, desert themes, and a bold display font while de-emphasizing the pharoah motif.
Style Tile
Low-Fi Wireframe - Mobile Homepage
Mid-Fi Wireframe - Mobile Homepage
High-Fi Wireframe - Mobile Homepage
We received feedback that our prototypes, while serviceable, appeared dated. We were encouraged to borrow more from the movie theater aesthetic to give our prototypes a more modern look and feel. Below are our revisions.
Revised High-Fi Wireframe - Mobile Homepage
Revised High-Fi Wireframe - Desktop Homepage
Clickable Hi-fi Mobile Prototype Demo
TEST PHASE
Usability Testing
We asked users to complete two tasks. The first task was to add a show ticket to their cart. The second task was to add concessions to their order. Users 1 and 2 tested low-, mid-, and hi-fidelity prototypes for both desktop and mobile. User 3 tested the lo- and mid-fidelity prototypes for desktop and mobile. Users 1 and 3 partially succeeded while testing the lo-fi mobile prototype to add a show ticket to their cart, and User 3 was not successful in adding concessions to their order while testing the lo-fi mobile prototype. However, all three users had a 100% success rate with the tasks for the mid-fidelity prototypes for desktop and mobile, and Users 1 and 2 likewise had a 100% success rate with the tasks for the hi-fidelity prototypes for desktop and mobile.
CONCLUSIONS + FUTURE OPPORTUNITIES
We wanted to demonstrate how much more convenient it would be to allow users to purchase tickets and concessions directly from the site rather than sending them to a third-party site.
The name and theme of the theatre was a random choice sustained from decade to decade. It sometimes crossed the line into poor taste. In an ideal situation, we would do a complete re-brand that reflects the theatre’s long and storied history with the Park City community rather than keeping to the “Egyptian” theme.
Selected Works
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SITE MAP
CONTACT
Location: Brooklyn, NY 11221
Phone: (646) 271-9623
Email: domcbradley@gmail.com
Copyright © 2024 Dominic Cinnamon Bradley. All rights reserved.
