150 events in 18 days, the Theater Spektakel offers a diverse programme in late summer every year here in Zurich. Despite visitor expectations, the program didn't have an adequate digital presence—until 2016. User research and a benchmark analysis of the international environment clearly showed the need for a seamless on-and-offline experience.
How to adapt a programme in well-established newspaper format onto mobile devices? Data analysis and interviews with long-time festival visitors, guided us to anticipate the needs in various phases of the user journey. Depending on when the website is called up — before, during and after the festival — information is tailored and tickets can be bought directly and easily on mobile devices. Seamless user journeys, timely information, optimisation: exactly what urban culture lovers expect from a festival that has transformation sitting in the first row.
The new user experience was immediately reflected in the figures: 70,000 online visitors during the 18 days of the festival, more than half of them via smartphone and 3 out of 5 tickets sold online.
In 2015/16, Crafft redesigned the campaign materials for the Zürcher Theaterspektakel, ranging from postcards to posters. This was followed by way-finding during the festival and a redesign of the website, including print yourself tickets.