Theatre Tickets e-commerce
Role
Senior Product Designer
Team
Product designer (me)
Product Manager
2 Developers
Timeline
Design — 6 weeks
Development — 12 weeks
My contribution
User research
Conceptualisation
Experience design
Interaction design
Design system
Interface design
Context
The Perm Opera and Ballet Theatre is one of the oldest theaters in Russia, welcoming tens of thousands of visitors each year. Its core audience includes opera and ballet enthusiasts, local residents of Perm, as well as tourists from across Russia and abroad. The theater’s website serves as the primary touchpoint for audiences to explore upcoming performances and purchase tickets.
Challenges & Goals
The previous version of the theater’s website was over a decade old and significantly outdated. Key issues included slow page load times, lack of a proper mobile experience, poor navigation, and difficulty finding information about performances and artists.
The main business goal was to modernize the website, increase ticket sales, and improve the overall user experience across all devices.
My Role
As the Senior Product Designer, I was responsible for:
• Analyzing current user pain points and business needs
• Designing a user-friendly information architecture and navigation system
• Developing the UI and design system for both desktop and mobile
• Collaborating closely with the development team to ensure consistent UX/UI implementation
• Presenting solutions to the client and advocating for UX-driven decisions
Process
We started with a deep audit of the existing website and competitor analysis. I conducted a series of interviews with real users and theater staff, which helped us build a detailed Customer Journey Map. This revealed the key pain points:
• Slow page loading
• Complicated navigation
• Friction during the ticket purchasing process
Using these insights, I created detailed user flows and defined the core scenarios. I designed interactive prototypes that were tested with users multiple times. After each round of testing, we iterated based on feedback to refine the experience.
Outcome
The new website became a robust and modern e-commerce platform that aligns with current UX standards and user expectations:
• Page load speed improved by 3×
• Navigation became intuitive and seamless
• The mobile version delivers a smooth, fully responsive experience
Key results:
• Time spent on the site increased by 33%
• Page depth grew by 56%
• Organic search traffic rose by 41%
• Internal page-to-page navigation improved by 82%