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ヴィールス劇場
フィンランドのスウェーデン語圏を拠点に、現代的な舞台表現を発信する劇場。
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ライブサイトviirus.fi
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ケーススタディ
実施年: 2020Viirus Theatre needed a website that could carry artistic identity without slowing down the core ritual: decide, orient, and act. We redesigned the flow so each page behaves like theatre signage: clear entry, clear sequence, clear exit to ticketing. The result is a calmer audience journey under time pressure and a publishing structure the team can actually maintain.
概要
- Site: Helsinki theatre context with mobile-heavy pre-show traffic and bilingual expectations.
- Condition: Limited attention windows, frequent program changes, and mixed connection quality in transit.
- Ritual: Check what is on tonight, confirm time, and move toward tickets in one pass.
- Material: Speed, information hierarchy, and editorial sustainability under production deadlines.
タイムライン
- Dish: A theatre web experience that balances mood with immediate action.
- Ingredients: Program archive, production visuals, editorial needs, and audience intent signals.
- Heat: Launch cycles tied to performances and late schedule adjustments.
- Taste test: Task-based walkthroughs (Tonight -> Production -> Ticket) plus event tracking for CTA progression.
スコープ概要
- Analytics signals: top paths clustered around program and ticket intent; instrumentation gaps closed.
- Research signals: audience and staff feedback pointed to confusion in time/date scanning.
- Performance signals: lightweight template targets introduced for hero and schedule pages.
- Accessibility signals: keyboard path and heading order repaired on key performance pages.
課題
- Rebuilt IA around "Tonight", "Calendar", and "Archive" to remove navigation hesitation.
- Tightened schedule typography and spacing so date/time blocks scan in seconds.
- Reduced decorative motion to keep interaction stable on mobile and low-power devices.
- Elevated ticket actions in context rather than burying them at page end.
可能性
- Receipt: Ticket CTA progression can now be measured by page template.
- Receipt: Scroll-depth and outbound tracking provide decision-ready evidence for iteration.
- Receipt: Accessibility checks are now part of release rhythm, not post-launch cleanup.
- If baseline conversion history is incomplete, continue instrumentation for one full season and compare by production type.
提案観点
- Artifact: IA map showing foyer-style wayfinding from arrival to action.
- Artifact: Mobile-first wireframes for Tonight and Production pathways.
- Artifact: Release checklist combining CWV, accessibility, and editorial readiness.
- Leftover: Next iteration should test language-specific labels and compare completion by locale.