American Ballet Theatre

Website redesign for American Ballet Theatre with the use of a content audit, wireframes, and mockups. UX is focusing on directing users. Responsive design includes homepage, tablet, and mobile views. 

The American Ballet Theatre was founded in 1940, launched in the autumn of 1939. It was founded by Richard Pleasant, with his Co-Directors Lucia Chase and Oliver Smith. They held their first performance on January 11, 1940 at the Center Theatre in New York City’s Rockefeller Center. Their primary goal as a company is to develop a collection of the best ballets from the past and to encourage the creation of new works from young choreographers. 

The target audience for this website is dancers/students and performance viewers/donators. The objective is to create a better user experience than their previous website so that all pertinent information is accessed with miminal clicking involved.

Software: Adobe Illustrator and Photoshop.

After a complete site analysis and a 92 page content audit was conducted the goals for the website redesign were: users should be able to access the performance calendar with minimal clicking, dancers should be able to find class and audition information easily and contact information if they have any questions, and the donation page should be less complicated, give quick information about which donation options are available, and why they benefit ABT. The biggest concern was a lack of responsive web design.
 

Wireframes were then constructed based on improvements that were determined from the content audit. The new design reduced the noise in the navigation and better categorized information to help the different types of users who came to ABT's site.