Sydney Opera
House Website

 
 

Client: The Sydney Opera House

agency: sapient razorfish

Role: Web Design

 
 

Since evolving from a performance venue to becoming 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 complete overhaul 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 part of the project’s design team, 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.

This was achieved through a number of unique design choices, such as allowing users to discover events using abstract criteria such as 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.
 
 

Event pages were designed to offer users more than just basic information, they enable the House to share its unique and important cultural perspective with the world, both before a show and after the final curtain has come down. These pages were designed to accomodate the broad spectrum of performances put on at the House which range from ballet to death metal, as were parent pages which could be easily adapted to capture the mood of specific festivals and even the feeling of the four seasons.

 
 
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.
 
 

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 greater insight into the precinct's rich cultural and Aboriginal history.

 
 

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

Designer
Rob Mead