Project Overview.
Project Title: Teatrul Național Iași (TNI)
Project Date: May 2023
Project Type: UX / UI, Web dev, Photo & Video Production, 360 Virtual Tour
Project Goals: Transforming the website experience for the users in order to bring it in 2023, to find the events easier and to have an overall better user journey.
Introduction.
TNI is the first National Theatre in Romania. It is renown as being in the top 10 most beautiful theatres in the world.
After finding us on social media thanks to some footage created a year ago, the marketing manager from TNI approached us. They contacted our agency for a comprehensive website redesign to enhance their online presence and improve user experience.
We created a well deserved glow-up with a new experience focused on the user:
1. a new web design UX / UI;
2. a custom events calendar;
3. an accessibility module;
4. a virtual tour module stay at the heart of the new website.
The Challenge.
TNI’s existing website was outdated, difficult to navigate, impossible to update, and did not effectively showcase their productions and events. The client aimed to attract a wider audience, including potential theatregoers and sponsors.
1. Outdated Website.
TNI’s existing website was antiquated and failed to align with modern design and functionality standards. Its appearance and navigation were no longer appealing to contemporary online users.
2. Lack of an Events Calendar.
The absence of an events calendar made it challenging for visitors to stay informed about upcoming shows, performances, and cultural events. This hindered TNI’s ability to effectively promote their productions and engage their audience.
3. Poor Show Discoverability.
Navigating the old website to find specific shows or performances was a cumbersome and frustrating experience. Users often struggled to locate the information they needed, leading to missed opportunities and potential ticket sales.
4. Neglecting the Younger Audience.
The old website did not cater to the preferences and expectations of a younger, tech-savvy audience. With limited interactivity and outdated design elements, it failed to captivate and engage this demographic, which is crucial for sustaining the theatre’s future growth.
In light of these challenges, TNI recognized the urgent need for a website overhaul to modernise their online presence, enhance user experience, and rekindle their connection with both existing and potential theatregoers, including the younger demographic.
Solution.
Our agency conducted a consultancy phase to understand TNI’s goals and challenges.
We organized a discovery meeting with the TNI team to gather insights and preferences.
Additionally, we held discovery meetings with theatre enthusiasts and potential partners to gain external perspectives.
Process.
The project was divided into several stages, including:
Consultancy and Research: Comprehensive analysis of TNI’s brand, audience, and competition.
Design and UX Planning: Creation of wireframes and prototypes for the new website.
Development: Custom web development with user-friendly features.
Media Production: Photo and video production for captivating content.
Virtual Tour Integration: Inclusion of a 360-degree virtual tour feature.
Testing and Quality Assurance: Rigorous testing to ensure the website’s functionality.
Deployment: Launching the new website.
Training: Providing TNI staff with training on managing and updating the site.
Execution.
We implemented modern UX/UI design principles to make the website visually appealing and easy to navigate.
Custom code was used to build unique features tailored to TNI’s needs.
High-quality photos and videos were produced to showcase productions and events effectively.
A 360-degree virtual tour was integrated to provide an immersive experience.
Results.
The new website attracted a 30% increase in web traffic within the first three months.
User feedback indicated a 40% improvement in overall satisfaction with the site’s usability.
TNI reported a notable increase in ticket sales and event attendance.
Client Testimonial.
I had an amazing experience with WePixel. They did a great job creating my website, and I couldn’t be happier with the results. Their creativity, professionalism, and dedication made the whole experience a pleasure.
Challenges and Learnings.
Overcoming technical challenges during the custom code implementation.
Learning about the unique needs and preferences of the theatre audience through discovery meetings.
Conclusion.
The TNI website redesign project was a resounding success, achieving its objectives of improving user experience and increasing audience engagement.
Now you can easily browse the shows in the calendar and get the tickets directly from inside the show page, discover the team and the theatre’s history and check the latest news and updates.
Also, if you are willing to (re)visit the theatre, but you are not able to visit the real thing, you can always take a virtual tour and wander around!
Human feel with a modern look, easy to navigate and true to its origins, TNI was a great opportunity to really showcase the link between its history, the user’s feel and above and beyond experience.
Feel free to send us an email at hello@subsign.co for collaborations or help with your brand’s presence and content.
