San Francisco Ballet (Digital Transformation) by Idanna Zharzhavskaya
2016 - 2017, Platinum A' Website and Web Design Award Winner
Inspiration
Method’s work for San Francisco Ballet is one of the first projects that aims to expand participation through the innovative design of their new web experience.We were asked to redesign San Francisco Ballet’s online presence to illuminate the organization’s heritage and story, provide a richer informational and transactional experience, bring broader awareness and appreciation to the art form, and inspire audiences through dance.
Creativity
Method partnered with San Francisco Ballet to design a new digital platform that facilitates engagement to its audience through multiple touch points with the intention to clarify the company’s story, provide inspiration through dance and attract a broader audience through education. The new online experience gives audiences the freedom to explore and appreciate the ballet through multiple lenses, while extending the same elegance you would find in a performance to some of the more focused tasks such as ticket purchase or donation.
Design Challenges
Traditionally, the arts are a patron-based world—largely comprised of a more mature, affluent audience. The push to diversify and reach new groups has grown considerably, and what started as an opportunity has become a necessity: engaging the next generation of dance enthusiasts and donors by providing a coherent experience across touchpoints.
Production Technology
Education and storytelling served as the primary drivers, laying the groundwork for the project, couched in the “changing season” as the overarching design theme. Due to Ballet’s repertory, off, and holiday seasons, Method approached the design to flexibly adapt to the features of each distinct time period. The navigation stems from the content of each page instead of an actual navigational dropdown menu, enabling related content to live amidst the pages, while providing quick access to other sections within the site.
       
     
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