UX WRITING DESIGN // PERONSAL PROJECT
Writing Complex Instructions with Clarity
C L I E N T
Personal Project
R O L E
UX Writer & Designer
T O O L S
Unsplash // Squarespace
A unique performance experience, which engaged audiences in atypical ways, needed a website that could explain what to expect from this unusual experience and how to attend. It needed to be both compelling and clear in order to entice audiences yet provide direction and guidance.
I wrote all the copy, chose the imagery, designed the user flows and built the website using Squarespace.
The Problem
Performances that engage audiences in novel ways, such as immersive performance or site-specific work, can be delightful and surprising. Yet, it can be challenging to promote these performances. Confusion often arises for audiences when the rules of engagement are different from the norm. So, to sell tickets, an artist must produce promotional materials that pique interest and add to the aesthetics of the experience, while also giving clear direction and dispelling confusion.
The Priorities & Outcomes
Priorities
Hierarchy of Objectives
Most users who came to the site already had general information about the event through other media. The primary goal for these visitors was to purchase tickets quickly and easily.
Other visitors needed to understand more about the experience so they could decide whether or not to attend. They needed to know enough to determine interest but not so much that it gave away the experience’s surprises. If they decided to attend, they then needed to be able to purchase tickets.
Some visitors in both groups wanted to spend more time on the site, exploring the motivations behind the work and the questions driving it.
Because the experience centered on sensitive subjects such as grief, death and loss, much consideration was given to tone and voice. I wanted to be clear yet not didactic, sensitive to the experiences of others yet specific to mine, transparent yet intriguing.
The sober subject matter also informed the site’s stark color palette and generous use of white space.
Consideration of Theme
The Final Product
The site served and supported sold-out performances. Explore the original site for yourself!