The Australian Ballet Website

  • 2023

  • Digital
    Web Design and Development

Designed By:

Commissioned By:

The Australian Ballet

Designed In:


The Australian Ballet website redevelopment is a fusion of art and technology, encapsulating the grace, passion, and artistry for ballet devotees, newcomers, and stakeholders alike. The digital stage we have crafted invites users to embark on an unforgettable journey through captivating performances, rich history, and the boundless world of ballet.

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  • Our challenge was to create an innovative digital experience that genuinely embodies the elegance and emotion of the Australian Ballet, while catering to a diverse audience with a wide range of needs and preferences. The platform required the seamless integration of captivating storytelling, intuitive navigation, and visually stunning interface elements, whilst also integrating a complex 3rd-party ticketing system. Our mission was to build an engaging, unified experience that transcends the ordinary, allowing users to connect with the Australian Ballet on a deeper, more meaningful level.

  • Through extensive user research and interviews, we established clear objectives and information architecture, guiding our design strategy. We employed an iterative process of design and refinement in multiple phases, overcoming a range of design and technical challenges along the way. This meticulous approach culminated in a harmonious synthesis of form and function, delivering an immersive, accessible, and engaging user experience that resonates with users, drawing them into the enchanting realm of the Australian Ballet and leaving a lasting impression.

  • The redesigned website has generated measurable outcomes, including increased user engagement, ticket sales, and enhanced brand perception. By creating an intuitive, accessible, and captivating platform, the website has improved the quality of life for ballet devotees and newcomers, fostering a deeper connection to the art form. The investment in digital has positively impacted business performance, resulting in increased market share, sales, and customer loyalty. Furthermore, the project serves as an exemplar for good design, setting a new benchmark in the industry by demonstrating how seamless integration of aesthetics, functionality, and accessibility can elevate user experience and drive meaningful impact

  • The Australian Ballet website redesign showcases numerous key features: a) Dynamic storytelling: Vivid media content immerses users in the world of ballet, highlighting the company's history, performances, and vision. b) Intuitive navigation: A streamlined layout and powerful search functionality enable effortless exploration of the website. c) Tessitura integration: The seamless integration of the Tessitura ticketing system into the Australian Ballet website redesign has been a pivotal achievement, enhancing user experience and streamlining the ticket purchasing process. By carefully blending the ticketing functionality with the website's captivating visual design, we have created a cohesive and efficient booking experience for users. d) Scalable architecture: A robust framework facilitates content management, expansion, and future enhancements. e) Accessibility: Adherence to WCAG 2.1 AA guidelines ensures a fully inclusive experience. f) Analytics integration: Comprehensive tools empower the Australian Ballet to track user behavior, measure performance, and optimize user experience over time. These features, combined with a resolute focus on user-centered design, result in a sophisticated, engaging, and accessible digital experience that elevates the Australian Ballet's online presence.