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Better design, more revenue

Queensland Performing Arts Centre
Sept 10 - Mar 11


Optimisation and redesign of ticket purchase paths


The challenge was to optimise the ticket purchase experience on the Qpac (Queensland performing arts centre) website. We started with the homepage redesign first and then made adjustments to other pages on the ticket purchase path, down the funnel. We followed a user-centred design approach to develop a few alternative concepts for the home, search and the event pages that make a big impact on the ticket purchase decision. Testing confirmed that the new designs delivered12% more ticket purchases than the original.


Customer research

While QPAC already knew about their audience segments, we started with developing Personas to understand how specific users actually choose a performance, make a decision and buy tickets. We conducted 10 user testing sessions to explore the current website experience, recruiting participants from different segments. Our aim was understanding various decision-making processes, friction points if any, and the timing of purchase.


Based on this research we generated three behavioural archetypes - demonstrating different event search, decision and purchase behaviours. We also learned a range of purchase triggers, motivations, timing and rationalisations. We have used the archetypes to explain to different stakeholders why we need to change certain website functionality and flow. 

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Service Design Methodology

Behavioural archetypes

Concept development 

Based on what we learned in the explorative interviews, we created 3 different concepts for the home-page, event search and event pages. After evaluating the concepts with the Qpac team internally we decided to test two versions. 

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Homepage, event search and event pages wireframes

Part 1 - homepage optimisation

The first round of the testing involved split testing of two alternative homepage designs, against the current homepage. We used Google Optimizer on a small proportion of the site's visits for a number of weeks. Google Optimizer is ideal for measuring the business impact of a new design as it ensures minimum risk to the business while new design concepts are being trialled. 

Original Homepage
Original Homepage
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Homepage Test Version 1
Homepage Test Version 1
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Homepage Test Version 2
Homepage Test Version 2
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Two new homepage concepts were tested against the original using a sample traffic volume of 25%. The test ran for 3 weeks during December 2010 with the test design version 2 clearly outperforming the original and version 1. Testing confirmed that one of the newly designed homepage version 2 delivered 12% more ticket purchases than the current design.

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Test results - Design version 2 performing better

Part 2 - event page optimisation

Further to optimising the home page to drive more traffic to event pages, the next test was on the event landing page to maximise the number of people starting the purchase process. The test ran for 6 weeks during March and April 2011 and it took four iterations to reach an outcome which outperformed the original design.


Three iterations of the event page

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Winning final version


  • Contextual Inquiries

  • Persona Development

  • Concept Development

  • User Testing

  • Production and split testing