The project began with a comprehensive content audit and requirement gathering to understand the extensive range of show information, customized programs, and alternative booking options. Given the complexity, the focus was on reorganizing content into a clear and structured system. A sitemap was developed to redefine the information architecture, ensuring users can easily navigate between show details, program variations, ticket information, and supporting content with a logical and intuitive flow.

The design phase focused on translating this structure into a seamless user experience, balancing rich visual storytelling with clarity. Special attention was given to simplifying the booking journey, making it easy for users to understand and select between multiple program options. Navigation, content grouping, and call-to-actions were carefully refined to reduce friction and support a smooth path from discovery to booking, while maintaining accessibility for both local and international audiences.