Sydney Opera House Website

Client

The Sydney Opera House

Role

Web Design

about

Since evolving from its original role as performance venue to become an international monument, cultural icon and entertainment precinct, The Sydney Opera House is undergoing a business transformation period known as the decade of renewal

A vital part of this transformation was the redesign of their website to become a world-class customer experience platform with the flexibility to accomodate the myriad of performances, events and festivals held by the House. As a UI Designer on the project, I worked under the organisation's strategic purpose of ‘Shifting Perspectives’ - introducing the Opera House's cultural offering to new customers while also encouraging existing customers to broaden the range of performances and experiences they seek out.

The newly designed site has not only radically improved the organisation's e-commerce capabilities, it reveals the unique story behind each performance and provides insight into the precinct's rich cultural and indigenous history.

A bold, copy driven homepage encourages people to try new experiences and expands their understanding of what the House has to offer.

The search design allows people to discover events using standard criteria as well as abstract concepts, such as choosing how they would like a performance to make them feel - be it exhilarated, shocked or warm and fuzzy.

The search design allows people to discover events using standard criteria as well as abstract concepts, such as choosing how they would like a performance to make them feel - be it exhilarated, shocked or warm and fuzzy.

The site's iconography was designed to fit the SOH’s typeface (Circular) and reflect the building's geometric architecture.

The site's iconography was designed to fit the SOH’s typeface (Circular) and reflect the building's geometric architecture.

Event pages were designed to offer more than just basic information - they enable the House to share its unique and important cultural perspective with the world, before and after the final curtain has come down.

Event pages were designed to offer more than just basic information - they enable the House to share its unique and important cultural perspective with the world, before and after the final curtain has come down.

A suite of versatile components were designed to allow pages to capture the spirit of any type of performance, mood of any festival and even the feeling of any season - in this case Summer or Winter.

A suite of versatile components were designed to allow pages to capture the spirit of any type of performance, mood of any festival and even the feeling of any season - in this case Summer or Winter.


Results

Better Cart Performance
80% improvement in cart performance and increase in ticket add-ons.

Better Engagement
Increased customer time on site - spending more time engaging with the brand's content. 

Better Workflows
SOH staff are able to create better looking content pages in less time than before.


Creative Team

Executive Creative Director 
Sándor Moldán

Experience Design Lead
Niklas Zillinger

Senior Art Director 
Meredith Dale-Gandar

Senior Digital Designer
Courtney Walter

UI Designer
Rob Mead