The Theater Project

Project Goal

Redesign the homepage of The Theater Project to increase ticket sales by improving content clarity, navigation, and user engagement.

Team

Jenna Cope (Content Writer)

Joseph Han (UX Designer)

Zohair Hussain (UX Researcher)

Tools Used

Crowd Digital Marketiing

Canvas

Miro

Figma

Google Form Survey

Zoom

Skills

Interview
Survey
Card sorting
Accessbility Audit
Wireframe

Research Objective

Understand how users interact with the current homepage.
Identify friction points that hinder ticket purchases.
Improve information hierarchy and usability.

Part 1

Quantitative Research

Website analytics revealed low conversion events despite consistent page traffic, supporting the need for UX improvements.

Survey

We conducted a short survey with 25 respondents from our mailing list and social media audience. The goal was to assess ease of navigation, homepage clarity, and user expectations.

Survey responses indicated that users struggled with homepage navigation. The majority rated it as ‘Difficult,’ revealing a need for improved structure and clearer access to key information like upcoming shows and ticket links.

Part 2

Qualitative Research

Card sorting

To understand how users naturally categorize key content on The Theater Project's website in order to improve homepage navigation and make ticket-related content more accessible.

Updated Navaigation

Part 3

User-testing: Wireframe

Final Design

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Improved homepage clarity and structure to support user goals.
Increased visibility of tickets and youth programs.
Simplified navigation based on card sorting insights.
Reduced friction in the user journey through usability testing.