My Role
I led all website & UX/UI design, collaborating daily with the Project Manager, Development Team, and client stakeholders for nearly a year. I played a key role in redefining the entire user experience, ensuring the final product aligned with both the client's creative vision and technical feasibility. I also managed creative expectations to balance the client’s ambitious ideas with the design team’s ability to execute them effectively.

The Challenge
The existing website lacked modern UX/UI best practices, making it difficult for users to navigate performances and purchase tickets. Key challenges included:

• Creating a fully responsive, mobile-friendly design to improve accessibility.

• Showcasing high-quality ballet imagery as the defining visual element of the site.

• Developing a dynamic homepage hero that could feature either a video loop or static image to capture the magic of the performance.

• Ensuring seamless ticket search and purchase functionality, making it easier for users to find local showings.

The Solution
To bring the Nutcracker’s vision to life, I designed a visually immersive website that placed the ballet’s breathtaking photography front and center. The new UX/UI structure made it effortless for users to search for performances by location and purchase tickets without friction.

A flexible hero section was created, allowing the client to feature either a video loop or high-impact static image, instantly transporting visitors into the enchanting world of the ballet. Additionally, I worked closely with the development team to build a robust backend system, ensuring smooth performance and scalability while meeting tight deadlines.