Camden’s Roundhouse has launched a new website to help improve the purchase path for speed during busy on-sales.
The venue’s new platform was designed and developed with After Digital, a full-service digital agency.
The website is supported by Bloomberg Philanthropies Digital Accelerator for Arts and Culture, which helps organisations through strategic improvements to technology infrastructure.
Roundhouse’s new website has been built mobile-first, which is how 70% of users currently engage with the site. The Skyway-powered purchase path has also been introduced alongside Roundhouse Works, a new creative centre for young people. The website will now cater for this with a custom-built pathway for young people looking to book studio time or projects.
Skyway is a ticketing integration product that helps the arts, culture and entertainment sectors to provide a seamless online experience. UK-based After Digital recently merged with Peppered, a Dutch-based arts marketing and SaaS (software-as-a-service) specialist.
Different users have been taken into account throughout the design and build process, working towards AA accessibility standards.
“This new website is designed with the user in mind, drastically improving the online experience for ticket buyers and young creatives,” said Gary Halliday, head of systems and technology, Roundhouse.
“It comes at a time when we’ve also invested in a digital ticketing offer and a data project – ensuring we’re offering audiences a world-class digital experience at the Roundhouse.”
Andrea Westwick, head of digital production, After Digital, added: “We are incredibly proud to have been asked to develop this new website for the iconic Roundhouse, bringing together its energetic new brand and wide range of offerings – transforming it to a sector leading digital experience for all audiences to enjoy.
“Careful use of bold typography, immersive imagery and centred content, combined with an extensive set of flexible content blocks create high-impact pages which let Roundhouse’s content shine, without compromising on readability.
“A new unified What’s On page brings all events together in one location, allowing users to experience the full spectrum of what Roundhouse has to offer. Easy filtering and a quick events search helps users find what they’re looking for quickly.”
She added: “Taking full advantage of Skyway’s flexibility, we were able to tailor and optimise all user journeys, creating a bespoke experience that guarantees users have the best possible experience on the site no matter whether visitors came to buy gig tickets, book into the studios or explore the Youth Programme.”