Dallas Symphony Orchestra

A new web presence to bolster patron engagement, revenue, and the DSO’s global standing

A cornerstone of the Dallas cultural landscape, the Dallas Symphony Orchestra is the city’s destination for uplifting, entertaining musical experiences—as well as innovative, enriching educational opportunities.

But the organization’s web presence was under-presenting and under-valuing the DSO: well-regarded educational content was housed in a separate site for which the organization didn’t get sufficient credit; would-be attendees and donors had difficulty getting the information they needed to act in the DSO’s favor; and a rich (and growing) trove of audio and video talks and performances was obscured.

We planned, designed, wrote, and co-developed a streamlined, intuitive website—making it easier for would-be attendees to buy tickets, providing reasons to support, and raising the stature of the organization.

We also developed custom features based on the DSO’s specific needs and offerings: a streaming index that brings forward key performances and integrates curated video and audio content—and a calendar that features nimble filtering options and a single-click ticket pathway. We also integrated their Tessitura commerce platform and provided one-button translation to Spanish… all on a tight deadline.

Objectives

Drive ticket sales: bolster patron acquisition, and deepen engagement
Seamlessly integrate Tessitura’s TNEW platform to support ticketing path / transactions
Increase contributed income: both directly from the web and in support of other analog efforts
Significantly improve user experience; make information more accessible and easier to find
Create a hub for digital content
Clarify and build understanding of DSO’s many named / sub-branded offerings—and drive participation
Support the goals of DSO’s strategic plan
Reinforce DSO’s position as a world-class orchestra
Be the best exponent of who the DSO is today

Collaboration

Conducted qualitative research into DSO’s needs and external constituent expectations
Benchmarked current and relevant peer sites
Wrote and presented creative brief which combined strategic, business, and technical requirements and recommendations
Provided brand strategy to better align DSO areas of focus
Created journey maps for different constituents
Collaboratively evolved and user-tested sitemaps
Drafted detailed wireframes for all page types
Configured flexible system of modules to present all content types
Wrote high-level pages and provided content planning support for DSO staff
Designed visual presentation of the site
With our partner, pixelslam, integrated Tessitura’s TNEW platform for ticketing / transactions
With pixelslam, built out entire site in WordPress: mobile-first orientation, ADA compliant

Scope

Qualitative research
Internal / external benchmarking
Brand strategy / architecture
Visitor journey maps
Sitemapping
Wireframing
User testing
Design of wide range of modules
Visual design
Writing
Support of in-house writing
Integration with Tessitura’s TNEW platform
User acceptance testing
Launch
System documentation

User experience / information architecture

Building on our qualitative research, we created journey maps for the different target audiences of the site—with a focus on ticket buyers—and mapped out how these visitors could best achieve their goals. We then built an intuitive sitemap and wireframes based on these journeys, and tested both with prospective users.

Based on our research, we developed personas for key DSO web audiences, charted their likely courses through the site—what they were thinking, feeling, and doing. We then developed a site map that made it easy for all types of users to find what they were looking for—and discover more.

We tested our sitemap and site prototypes with prospective visitors to identify potential challenges and create solutions—before developing the site.

Visual design

Visually, the site is a great exponent of the DSO brand’s sophistication and the organization’s goal of “accessible excellence.” The site’s open, airy aesthetic effectively brings forward content and mirrors the expansive architectural experience and refined palette of light and texture found in the Morton H. Meyerson Symphony Center.

Our new web presence is driving both earned and contributed income, enhancing the visitor experience, building emotional connection to the DSO, and raising the stature of the organization. It seamlessly combines Tessitura’s new TNEW commerce platform with a robust WordPress marketing site. Importantly, we met our very ambitious milestones through the tireless and extremely focused efforts of our in-house staff, pixelslam, and Sametz Blackstone.”

Kim Burgan

Vice President of Sales and Marketing (former)

User-friendly menus

A pull-over half screen menu provides easy access to a wealth of content, and the utility navigation with icons quickly leads users to important destinations: calendar, watch, support, and cart.

Curated multimedia

DSO’s deep and growing collection of photographs, videos, and audio is easily accessed by all. “Watch” in the utility navigation and a “Discover + Connect” menu bring users to the DSO’s digital concert series, podcast, and their extensive multimedia library.

Custom calendar

The new calendar includes easy-to-use filters for the DSO’s concert series and provides both one-click connection to ticket purchase and links to more information about upcoming events. Ticket purchase and seat selection through Tessitura cohere with the main site and the DSO brand.

Our new website—planned, written, designed, and developed in record time—engages our valued patrons more deeply, invites prospective attendees in, brings forward our robust educational offerings, and advances our upward trajectory, both within our city and within the larger national and international arts community. I’ve a long relationship with the senior members of the Sametz team, and once again, they’ve over-delivered.”

Kim Noltemy

Ross Perot President and CEO (former)

Dallas Symphony Orchestra