Art & Culture Confidential (under NDA)

Redesigning the Ticketing Experience for a Leading Performing Arts Institution

Design

Development

Integrations

Strategy

Support

Redesigning the Ticketing Experience for a Leading Performing Arts Institution
We partnered with a leading performing arts organization to redesign a complex, multi-step ticketing and subscription process that spanned several systems, including WordPress, Tessitura (TNEW), and a third-party payment gateway. By focusing first on simplifying curated, pick-your-own, and renewal flows on the web, then expanding into mobile with a hybrid app, we helped the organization reduce user drop-off, ease internal maintenance, and lay the groundwork for mobile ticketing and personalized account features.

Client Profile

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.

190

K

Attendees annually

1.3

M

Website visitors annually

120

Performances each season

The Challenge

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.

Fragmented Purchase Journey

Users were forced to move between multiple platforms, leading to confusion, lost context, and frequent drop-off before completing a purchase.

High Mobile Drop-Off Rates

The ticketing flow was not mobile-friendly, making it difficult for users to navigate, select packages, and complete transactions on smaller screens.

Limited Editorial Control

The internal team had little flexibility to update content or fix issues independently, increasing reliance on developers and delaying responses.

A two-phase journey to transform subscriptions, reduce friction, and set the stage for mobile-first ticketing.

The Solution

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.

Phase 1: A Simplified Web Experience for Ticketing and Subscriptions

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

Phase 2: Cross-platfrom Mobile App and Account Features

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

2

x

Faster ticket and subscription completion

43

%

Higher mobile conversion rate


60

%

Fewer support requests related to ticketing

Results

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.

Better Patron Experience

Users can now purchase tickets, manage subscriptions, and access account tools through a streamlined, accessible interface designed for both desktop and mobile.

More Control for Staff

Content editors have the autonomy to adjust subscription offerings, messaging, and key flows, reducing reliance on developer support and enabling faster updates.

Stronger Platform for the Future

With mobile capabilities, integrated analytics, and modular architecture in place, the organization is prepared to expand digital features and adapt to evolving audience needs.

70

%

Less time spent on content updates

4.6

Average rating on app stores after launch

 

100

%

Of ticketing and subscription flows redesigned

Future Collaboration

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.

Project tech stack

wordpress

WordPress

react

React

php 1

PHP

node.js

Node.js

tessitura

Tessitura

SQL

SQLite

redis

Redis

cloudflare

Cloudflare

salesforce

Salesforce

google analytics

Google Analytics

heap

Heap

looker studio

Looker Studio

github

GitHub

lighthouse

Lighthouse

Workbox

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