Anyone who has ever been to the Los Angeles Philharmonic knows that it’s a progressive, artistic and forward-thinking institution. However their website needed a refresh to better reflect LA Phil’s image and also support its business objectives in time to celebrate the Centennial.
Here’s how we established LA Phil as a vibrant, dynamic, source of inspiration with a cutting edge web presence.
To showcase LA Phil as a living, breathing entity on a mission to push the boundaries of music and entertainment, we started right on the homepage. We transformed LAphil.com into an inviting, dynamic page that introduces symphonic adventures to audiences, young and old.
But it isn’t just a pretty face, the site navigation prioritizes ticket sales and the super-nav makes a clear connection between the Walt Disney Concert Hall and the Hollywood Bowl.
Based on audience research and personas, we completely rethought the user journeys. In doing so, we were able to solve for challenges like: navigating ticket purchasing options and locations, filtering shows based on preference, understanding member benefits and discovering the wide range of education programs and events.
The new, integrated calendar makes it simple for users to see and learn about all the events happening across the venues and quickly purchase tickets.
To establish LA Phil’s relationship with the community and encourage contributions, we implemented donation nudges throughout the purchase flow. This led to a 600% increase in donations.
Our “Planning Your Visit” section on the site helps reduce the intimidation factor that many newer patrons and younger audiences often experience at their first LA Phil concert. Our conversational tone guides users as they explore and learn all they need to know, from where to park, to what to wear and even when to clap.
The LA Phil and the Hollywood Bowl apps are designed to be the concert-goers’ personal guide to the event. In addition to providing immediate, convenient access to their tickets, it also provides detailed information leading up to the big show.
The app also uses push notifications to introduce value-added content and post-concert recommendations to help grow repeat visitors and future members.
One year after the launch, LA Phil saw the following results from their digital and mobile activations.
increase in donations
increase in conversion
increase in revenue