The BIMA awards are one of the most esteemed and longest running digital awards in the UK, celebrating, encouraging and supporting the best work in the digital sector each year. To quote their website: “To win a BIMA award is a prestigious honour and earmarks your organisation as one of an elite few moving the game on and the digital economy forward.” So, we were chuffed to find out that we have been nominated for, not one, but TWO awards this year, for our work with National Theatre Scotland and Donmar Warehouse!
The categories we have been nominated for are ‘Transformation & Consultancy Design: Small budget’ for our digital transformation work with NTS, and ‘Website & Apps: Craft’ for our website and ticketing work with Donmar. We’re thrilled to be nominated, especially in the categories we have been, alongside other talented agencies and companies; you can view the shortlist here. So, when better a time to relive the exciting work we’ve done for these two theatre giants!
Transforming the National Theatre of Scotland
We managed to secure a UK-wide tender with NTS back in the middle of 2016. This theatre company is internationally renowned, established back in 2006 and is known fondly as Scotland’s ‘theatre without walls’. They have managed to get over 250 global productions under their belts in the last 12 years, and are continuing their mission to reach and leave a lasting impression on audiences worldwide.
We worked with them to develop a clear digital roadmap, for the website, but also to find out how digital technology could be implemented into day-to-day working to create vast improvements in efficiency, operations and production. We held 7 workshops that included NTS staff and key external partners, covering diverse topics including marketing, data, augmented and virtual reality applications in theatre, and digital skills’ analysis. Following this, our consulting experts focused in on working through their findings to create a comprehensive map, that leads from where they were ‘now’ through to where they needed to be, and the steps it would take to get there. With a clear business case to support the roadmap, speaking on our work, Roberta Doyle, Former Director of External Affairs at NTS said:
“The workshops with After Digital were stimulating, thought-provoking and challenging in equal measure as we all - National Theatre of Scotland and After Digital - meshed into the team charged with advancing our online world.”
- Roberta Doyle, Former Director of External Affairs at NTS
At the end of the road mapping, we had consulted 50% of the staff and identified 6 key workstreams. You can read more about our project with NTS here.
A high-end theatre experience with Donmar Warehouse
Donmar Warehouse is a small, non-profit theatre company based in Covent Garden in London, with a big reputation.. internationally acclaimed and boasting an impressive history, some of the biggest names in the arts including Sam Mendes, Michael Grandage and Josie Rourke, have been Artistic Directors through the years. They have become a theatre leader on the global stage, so the opportunity to work with them was incredibly exciting.
We began working with Donmar back in 2016 after winning a tender which looked for a UX design and web partner, who would be able to translate their unique brand identity into the online space, whilst creating a seamless ticket buying experience for customers across devices. Their main concerns were that they wished to enhance the online experience, and offer the opportunity to communicate more with their loyal customers, whilst also enticing new custom and encouraging key conversions.
Starting with their ticketing experience, we ran workshops with Donmar’s stakeholders to identify key user personas. From this, we were able to create numerous user scenarios and over 40 wireframes, to test usability and provide a clear blueprint for the new design and experience, based on their target audiences. Interactive prototypes were then presented, allowing for testing and rapid refinement of usability, all brought together with Tessitura’s API integration, complimenting complex membership logic that increased the website’s functionality and ability to personalise journeys.
The website created for Donmar has been incredibly successful, winning us The Big Chip Award for Best User Experience Design in 2017. The stunning new website offers the user and the client far greater control and flexibility. It has garnered improvements across the board, from sell-out performances to a dramatic increase in membership signups, and the client is more than pleased with the result. Josie Rourke, Artistic Director, said:
“Amazing work from the team. It is a thing of beauty and efficiency, two things that rarely meet except in truly great design.”
- Josie Rourke, Artistic Director
Our work with Donmar resulted in a 33% increase in page views, a 22% drop in bounce rate and sell-out performances. If you want to find out more about our work with them, take a look at the case study here.
With a lasting and successful relationship, we have continued our work together since then, in making the Donmar experience and brand a force to be reckoned with. Most notably, in our latest education project with them, in their efforts to bring Shakespeare to the (online) masses, specifically UK schools. In conjunction with the National Theatre and BBC, they required a platform that was simple, accessible and complimented the main website in order to enhance the experience for those who watched the Shakespeare Trilogy - find out more and look at the website here.
Once again, we are thrilled to be nominated for these two BIMA awards and will be looking forward to the big night with all the other nominees when it comes around!