Sydney Opera House
With the re-platforming of the Sydney Opera house website came the opportunity to optimise key conversion paths for ticket purchase.
​
My role: UX lead
Project: Transaction path optimisation
Defining the current state
As with most websites, the Sydney Opera House website path to purchase had snowballed into a bit of a beast. Our first job was to review all the different types of transaction paths, document their functionality and understand business requirements.
Learning from analytics
To understand where issues lie with the current flows, we reviewed the transaction paths against best practice UX principles as well as taking a deep dive into the analytics. This allowed to understand where there was drop off and where to focus our UX effort for optimisations.
Comparator review
With a strong understanding of the current state, we reviewed both competitors and comparators to take inspiration for opportunities to improve the experience. This helped to understand market conventions and what customers are accustomed to.
Redesigning the flow
We created high fidelity wireframes demonstrating the core flow between states and pages. We collaborated with internal developers to ensure that the paths were feasible and met accessibility requirements. These were reviewed by the client to ensure they suited business and customer goals.
