Redesigning the ticketing experience for a leading performing arts institution

Located in a major metropolitan area in Texas,the client is one of the country’s most respected performing arts institutions, with a mission to engage, educate, and inspire through music. Each season features a dynamic mix of classical repertoire, popular programming, and family concerts that attract a wide range of audiences across the region.

With a long-standing reputation for artistic excellence and community outreach, the organization also serves as a cultural anchor for its city. Its digital presence plays a key role in connecting with patrons, promoting performances, and driving subscription sales throughout the year.

The organization offered a wide range of subscription options – curated series, flexible pick-your-own packages, and annual renewals – but the online experience made it difficult for patrons to complete purchases. The process was split across multiple systems, with inconsistent design, slow page loads, and limited guidance. Mobile users were especially affected, often abandoning transactions due to unclear navigation or interface issues.

Internally, the staff faced their own challenges. Managing content across platforms was time-consuming, and critical areas, such as login, account creation, and checkout, couldn’t be customized without developer support. Support teams were overwhelmed during peak seasons, handling issues that stemmed directly from the system’s complexity.

To deliver meaningful results within the available budget, we proposed a phased solution that modernized both subscription and single-ticket purchase experiences. Our approach prioritized improving user flows, simplifying complex interactions, and preserving Tessitura integration during early phases. Phase one focused on redesigning the core ticketing and subscription journey on the web. Phase two extended the experience to mobile and introduced new personalized features.

We redesigned the most critical purchase flows on the website, including both standard ticketing and subscription journeys. Each flow was unified under a consistent user experience, with clear guidance, improved performance, and a mobile-friendly interface. Tessitura’s TNEW remained in place for cart and payment during this phase, while all surrounding interactions were custom-built for clarity and speed.

• Redesigned the seat selection process with simplified steps and improved mobile layout
• Introduced a multi-step ticket purchase flow, maintaining TNEW for checkout
• Streamlined all subscription flows (curated, pick-your-own, renewals) with clear branching and visual guidance
• Built a new pre-cart summary page to help users review and confirm selections before checkout
• Reworked the cart experience to reduce confusion while ensuring compatibility with Tessitura’s processing logic
• Optimized the login/account funnel, including validation, recovery flows, and smart prompts for existing accounts
• Designed an optional upsell screen for renewals to encourage upgrades or additional selections
• Improved error handling and messaging throughout the purchase path
• Enhanced loading speed and responsiveness across devices

Integrated GA4, Heap, and Looker Studio to track user behavior and optimize future improvements

Building on the restructured web foundation, the second phase focused on expanding into mobile and reducing long-term reliance on TNEW interfaces. The hybrid mobile app was designed to offer a seamless experience for standard purchases, event access, and account management.

• Developed a React Native app with native-feeling ticket selection and purchase flows
• Integrated offline caching via SQLite and Workbox for smooth performance on the go
• Created a custom “My Account” section showing upcoming events and digital tickets
• Prepared the app for future features like push notifications, loyalty programs, and reminders
• Built a unified login and session continuity across mobile and web

Designed the app architecture to eventually support mobile-based renewals and upgrades

The redesigned experience made a clear difference for both patrons and internal teams. Visitors now navigate a consistent, mobile-friendly purchase flow that feels intuitive and reliable across ticket types. Whether selecting seats or renewing a subscription, users face fewer barriers and clearer guidance throughout the process.

Behind the scenes, the organization gained significantly more flexibility. Staff can now update ticketing content, monitor user behavior, and respond to seasonal needs without depending on developers. The launch of the mobile app also positioned the team to better serve on-the-go audiences and extend their reach through new engagement channels.

Following the successful launch of the redesigned web and mobile experiences, our collaboration is continuing into the next phase. Together with the client’s team, we’re expanding the cross-platform mobile app with new features, including event reminders, loyalty tools, and deeper personalization.

We're also preparing to replace remaining legacy interfaces – particularly within the My Account area – to ensure a consistent and fully branded experience across all touchpoints. These next steps will further reduce reliance on third-party systems and give the organization even greater flexibility to evolve its digital platform in line with audience expectations.