Lviv Puppet Theatre

Project

Pixetic’s collaboration with Lviv Puppet Theatre began with a design thinking workshop involving key stakeholders and theatre visitors as well as designers from our team. We came to the conclusion that in order to be more competitive, the theatre needed to improve its visitors’ physical experience and a digital transformation as a part of it. Whilst the first was the responsibility of the stakeholders, we took care of the users’ online experience.

Challenge

The website is a communication medium between the theatre and its visitors. It’s a place where they can learn about the repertoire, actors and crew, pick a play and finally buy tickets. The essential challenge here was to recreate the atmosphere of the theatre, incorporate the entertainment element into the process and combine it with a new, modern vibe, and at the same time provide the functionality.

The main pain points that visitors experience when visiting the website are searching for a certain play, buying tickets and general interaction with the theatre. As the work on the information structure and wireframes for the page has started, we stumbled upon a serious obstacle — the theatre didn’t have any graphic style or even a hint of brand identity. The logo and a visual representation that they had didn’t align with our vision of a modern theatre website. In order to work on the website, we had to start by getting a general understanding of the site aesthetics and the language it should speak to its users.

Thus, we’ve decided to start from the base, and once the logo and visual identity of Lviv Puppet Theatre was created we moved on to building their website.

Solution

As an output of a workshop conducted with users, we had personas, customer journey maps and the list of prioritized user stories. The next step in the process was competitor research. During this phase, we went over some of the competitors’ websites to look at their structure. What we discovered was that poor structure, disorganized schedules, and total nightmare with the experience of buying tickets are common for most of the theatre websites. At this point, we realized that it made more sense to use as a reference for designing ticket buying flow, the user experience of movie theatres.

We worked on the information architecture and user flows by mapping out how users navigate the website. This mind map helps designers in the process and keeps the logical structure when working on the wireframes.

Results

• A polished new website that offers a smooth experience and easy access to all the necessary information.
• The ability to buy tickets online.
• Redesigned covers for all the running plays that are in line with the general design.

The case of Lviv Puppet Theatre is special to us because of the complex approach we’ve chosen while working with this customer. It has once again proven to us the importance of the holistic brand identity. Presenting a new and distinctive brand style along with the website resulted in organic brand perception and established a smooth communication with users.

Scope of Work

• Design Thinking workshop
• Competitor research
• User flows
• Information architecture
• Wireframing
• Visual design
• Interaction design and prototyping
• User testing