Gary Birnie | UX Designer
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Scottish Opera

Bringing opera to a new generation

Bringing opera to a new generation

MY ROLE
I was lead for all facets of design, including: information architecture, task flows, UI, and prototyping. I also conducted user research using methods such as user personas, card sorting, and participatory design in order to address both user behaviour and attitudes.

Client: Scottish Opera | Agency: Frame

THE CHALLENGE
Scottish Opera approached frame with a primary objective: Attract new generations of opera goers while maintaining and increase engagement with current enthusiasts. The new site must communicate the extent of who Scottish Opera are and what they do.

Design Process

Design Process

Users & Audience
-
Existing subscribers with a sense of ownership of Scottish Opera

- Under 26s representing just 10% of audience.

- People new to opera with misconceptions of the accessibility of opera.

- Occasional attendees.

UX Research
In order to identify what the new site needed to accomplish, I started out by arranging workshops with key stakeholders to understand their needs and their users’ needs. After working out key feature requests and generating user journeys, we were able to identify key pain points for each user group: They wanted a more digestible way of presenting content and an intuitive booking journey, it also had to be accessible to cater primarily for their older demographic.

  Wireframe & AI  Based on user research and workshops, the next stage of the project was to construct the information architecture and wireframes in order to visualise how the user accesses relevant information with maximum ease.

Wireframe & AI
Based on user research and workshops, the next stage of the project was to construct the information architecture and wireframes in order to visualise how the user accesses relevant information with maximum ease.

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UI

UI

The objective of the UI was to showcase production information of Scottish Opera’s performances.

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