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eddie design director profile
Design Director
12 Plus years Experience
Nelson, Christchurch, Auckland, Wellington

Represented: 22/09/15

NZ Symphony Orchestra website design

About Project

The Brief

New Zealand’s premier orchestra, the NZSO, asked Insight Creative to design and build a new website that delivers on two key objectives: (1) to tell the story of our national orchestra, epitomising excellence and delivering a classical musical experience as good as anything available anywhere in the world; and (2) to assist their efforts to grow ticket sales by attracting new audiences to concerts.

The Solution

We started by developing clear personas representing the audiences we wanted to attract, why and when they’d come to the site and what we wanted them to think, feel and do as a result of being there. We supported this with an analysis of the perceptions and barriers that limited each audience from attending the orchestra (or more often). To drive a new audience to buy tickets, the site needed to help them overcome these barriers. This work allowed clear user journeys to be established, forming the basis for our site’s architecture.

The concerts are promoted prominently with multiple ways for audiences to get either directly to the purchase step or via a series of menu, search refinement and additional information options.

A key feature of our approach was to tailor the experience to the needs of the audience. Site journeys are user driven but all ultimately lead to concert purchase pages. New audiences are given assistance to work out which concerts may be right for them based on their preferences in movies, books and popular music.

The design is clean and structured, supporting both the clarity of the user experience but also the premium, quality positioning of the brand story. It was vital that the feel was youthful, modern and accessible, in order to appeal to a more diverse audience.

The Results

The site has been live for only a few months but already we are seeing an increase in traffic and site engagement. Existing audience have found the purchase (subscription) process easier while new audiences are increasingly having their awareness and interest in the NZSO turned into a seamless purchase experience.


Arts & Culture


Concepting, Digital Design, User Testing


Insight Creative


Strategy: Steven Giannoulis, CEO. Information architecture and wireframe: Jeremy Sweetman, Head of Digital. Digital producer: Kate Tovey. Design director: Edwin Hooper. Client services: Claire Evans. Desktop and mobile site design: Myself

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