Translating goals into action.
We distilled the philharmonic’s goals into three design imperatives: distinguish content, maximize utility, and captivate users. While pursuing these goals, it was important to consider the New York Philharmonic’s varied and ever-changing content as well as their mature demographic. We had to create an experience that the average subscriber would find engaging.
To create more opportunities for visitors to engage with editorial content, we created varied module styles to showcase their range of events and give pertinent productions center stage. We also crafted a clear hierarchy to organize content so users could navigate through it seamlessly.
We restructured the site navigation and integrated more dynamic interactions and tools for visitors. Clear patterns and intentional color use also helped visitors explore the site without feeling lost or unable to take action.
The dynamic nature of music begged for a visual design that would emotionally connect the user to the content. We did this by utilizing large, immersive imagery, plus interactive content that inspires visitors to delve deeper and explore. We also designed clear call-to-actions to easily transform visitor interest into a purchase.