Straz Center

Overview

Located in Tampa, Straz Center is the largest performing arts complex south of the Kennedy Center and one of the top 10 in the country.

The Straz Center team was interested in revamping their site UI, optimizing mobile behavior, and improving the ticket and subscription buying experience.

Role

As the lead UX/UI designer on the project, I was responsible for:

• Leading discovery workshops

• Synthesizing findings

• Initial high-level google analytics review

• Updating information architecture

• Documenting and updating user flows for technical implementation

• Low and high-fidelity prototypes

User Discovery

Based on discovery sessions led by me and another UX team member, we identified primary user types and goals for Straz Center:

• Ticket Buyer Goals

  • Purchase tickets for a specific event they are interested in

  • Browse what events are coming up

  • Learn about a performance

  • Find information on parking and directions

  • Find dining options

  • Learn about ticket policy

  • Learn about promotions or discounts

• Subscriber Goals

  • Renew a package

  • Learn about parking and dining options

  • Purchase add-on tickets

  • Exchange tickets

  • Manage my account information

• Donor Goals

  • Find what benefits are relative to my donation level

  • Learn about special events

  • Learn about the impact my donations have

  • Buy pre-sale tickets

User Flows

To help understand how Straz Center’s business requirements impact the ticket buying experience, I mapped out key steps and technical considerations. This was useful in understanding all use cases and technical integrations that needed to be accounted for by my development team. In Axure, I was able to create and annotate the flows with additional information around page logic where necessary.

In addition to buying tickets, I created user flows for subscribing, donating, and making dining reservations.

Design

I designed a system of components that reflects Straz’s fun and bold spirit while making sure to provide a library that accounted for their organization’s content and functional needs.

Information Architecture

Based on primary and secondary users, the IA was redesigned to better serve their goals and interests when visiting the site. I annotated certain pages where it was helpful to be mindful of specific logic or content.

More details coming soon. The new site is set to launch in early 2023.