Matilda the Musical
A refresh of the website to simplify content and improve user engagement.
Overview
Matilda The Musical is a multi-award-winning show adapted from Roald Dahl’s much-loved children’s novel, Matilda. The Matilda London show takes place at the Cambridge Theatre in London’s West End, where it has been running since 2011.
My Role.
I was responsible for all visual concepts, UI design and prototyping.
The Outcome.
The website has received positive feedback since the redesign and users have responded well to the simplified architecture and new content features, along with increasing on-site conversions.
The Challenge.
Since it’s opening in London’s West in 2011, Matilda the Musical has had many different iterations of it’s marketing website.
As the show’s fanbase has grown, more and more people visit the site to engage with the musical in different ways. Therefore the aim of the this iteration of the site, was to focus on finding ways to boost user engagement and ease the path to purchase.
Engagement
The main aim of the redesigned homepage was to keep it very simple. Using analytics of the site, unnecessary content was identified and stripped away. The purpose of the remaining content was to drive interest and engagement in the show.
Examples of the new content pieces included a ticket lottery, backstage news and video interviews with the cast and production team. A new trailer was created along with children’s activity sheets for download and Matilda’s worldwide fan Pose Map, where fans can upload a photo of themselves in the Maitlda pose and post their location on a world map.
To maintain consistency for users, one of the Improvements made to the purchase process was to introduce a tickets availability calendar for users to choose their attendance date before linking straight off-site to the ticket provider to purchase the ticket.
