Building a bilingual TNEW integration fit for 7 museums
Client
Amgueddfa Cymru - Museum Wales
Services
UX & UI // Web Development // Tessitura Integration
The client.
Amgueddfa Cymru - Museum Wales, is responsible for 7 different museums, spread throughout Wales. With over 1.8 million visitors per year, it offers a broad range of exhibitions and activities to locals and tourists alike.
The brief.
Amgueddfa Cymru was implementing Tessitura as their new CRM and was looking for a digital agency to help them create a seamless TNEW purchase path in both Welsh and English. They also needed TNEW to match the look and feel of their own marketing website, whilst having the initial implementation live on a tight turnaround. Amgueddfa Cymru needed a partner who was confident not only in working with TNEW, but also in working with bilingual sites, especially Welsh ones.
Thankfully our team have a wide range of experience with TNEW purchase paths and experience on a variety of bilingual sites, including some that are in both Welsh and English.
The challenges.
No existing purchase path
Amgueddfa Cymru had the challenge of previously only using Eventbrite to sell tickets online. Because of this, they weren’t sure where their purchase path could be working harder for them. This meant going into project planning with a blank slate and splitting the project into two phases. First, we needed to build a solid TNEW base to launch quickly. Once the TNEW purchase path was live, we could then analyse the site traffic and user behaviour to understand what improvements would benefit users the most.
Bilingual support
For Amgueddfa Cymru, it was vitally important that their users could access the purchase path fully in the language of their choosing—Welsh or English. We worked closely with Tessitura to uncover how we could achieve this. The solution was to use two separate instances of TNEW, one which would be fully Welsh, the other fully English. We worked closely with the Amgueddfa Cymru team and their Tessitura implementation team to uncover all the areas where additional coding or styling was required to ensure a seamless front-end experience in either language. As there are some inherent drawbacks to using two TNEW instances simultaneously, we added features such as a custom modal, and additional functionality to smooth the transition between languages.
Minimal styling control
Launching in conjunction with the brand refresh, we needed to create a seamless transition between the new marketing site and TNEW. Each museum under Amgueddfa Cymru uses a distinct brand colour. But from our experience, we knew a single primary colour would be used extensively throughout TNEW regardless of venue. So it was important to test brand colours for contrast in the designs and choose a core brand colour that would work for every museum and remain accessible.
Complexity within a limited timeframe
With a tight turnaround deadline, we leant on the team's experience with both bilingual sites and TNEW to avoid any potential pitfalls. Knowing what customisation TNEW could handle from the beginning, we were able to design a branded purchase path that avoided layout-breaking changes. Having previously built Honolulu Museum of Art’s bilingual site, we understood the complexity this added, especially to layouts. Each language was given equal importance throughout the project and thoroughly tested during the design phase.
Benefits & Results
Using TNEW, we were able to produce a solid bilingual experience that allowed both Welsh and English-speaking visitors to easily book tickets. Within the budget and time constraints, we created a seamless transition between the marketing site and purchase path, styling it to match Amgueddfa Cymru’s brand refresh.
“The After Digital team have been brilliant at embracing the challenge of a fully bilingual purchase path, allowing us to provide a brilliant online service for visitors across Amgueddfa Cymru. The team’s experience and knowledge around TNEW, Tessitura and user experience has really helped shape our user journeys and has been a huge support to our in house team. Diolch yn fawr!”
– Kirsty Alexander, Rheolwr CRM & Data | CRM & Data Manager
Ongoing partnership
With the purchase path launched, the addition of TNEW has given the team at Amgueddfa Cymru access to their entire user journey. Once enough user data has been collected, we may run workshops to understand how visitors and staff use the purchase path. The insights from these sessions will determine what enhancements could be made and which would be most beneficial.
Knowing where the limitations of TNEW are, allows us to work on practical improvements to the user experience. With a goal of increasing membership sales, we're hoping to look at upsells as a way of increasing the conversion rate within the purchase path.