Founded in 1977 by Harry Christophers, The Sixteen started out life as an unnamed group of sixteen friends and is now one of the world’s most renowned choirs. Scooping a coveted Classic Brit Award and a Grammy Award nomination, the choir also has several record labels with major brands including Universal Music and Decca Records. But, their online presence failed to strike a chord with their global audiences.

23 %

UPLIFT in new visitors

43 %

INCREASE average time spent on pages

52 %

GROWTH in mobile device viewing

Setting the tone

The choir required a responsive new website that clearly communicated the years of history and quality of their musical endeavours to audiences worldwide, whilst being modern and highly flexible to their evolving needs.

We worked collaboratively with their team to identify key user personas, scenarios and journeys, and to begin to plan out the most intuitive and user-friendly information architecture for their new platform.

The Sixteen UX design and website development

“We chose to work with After Digital after hearing great things about them through another arts organisation. They are a fantastic company to work with - very personable, enthusiastic and knowledgeable, and they helped us realise our vision of a modern, stylish, responsive website. They understood our business needs, objectives and goals; took the time to find out about our work and were flexible and adaptable in meeting our needs, delivering each phase of the project on time as per our deadlines."

- Jessica Tomkins, Marketing Manager, The Sixteen

Interaction design for The Sixteen

Unifying the user experience

With merchandising a key element to the organisation's success, the company required clear calls-to-action, particularly around their ecommerce function and account registration. With Shopify already in use, we were challenged to redesign this platform integrating it into the new website design, thus creating as seamless an experience as possible from browsing through to purchase completion. We created a custom plugin to enable Shopify to more closely integrate with WordPress, allowing for the bespoke creation of CTAs and the likes for The Sixteen's website administrators moving forward.

Flexibility was key so that they could maximise content throughout the website, with a wealth of imagery and video, as well as dynamic CTAs. Taking elements of Material Design, we crafted a highly visual and engaging website.

The Sixteen Choir responsive website by After Digital

The new site has just launched and has already massively enhanced their administrative capability and online engagement - users are now accessing the information they need with far fewer barriers and purchasing in a few simple clicks.

Overall site visitors are consistently growing month to month, up by almost 20% since launch, compared to the previous period. What's more, engagement has grown, with users spending more time exploring key content and, more importantly, the Choir has reported a marked increase in online sales.

"I would have no hesitation in recommending After Digital's services for any web project and am delighted with the results!”

- Jessica Tomkins, Marketing Manager, The Sixteen