Web redesign for the cultural passport of the museums of Barcelona.
The new website should communicate that ArticketBCN is not only a pass to the six best art museums in Barcelona, is an invitation to live the cultural experience of the city.
ArticketBCN was in the middle of a rebranding process to unify the brand’s message and create a graphic image that would better connect with its target audience.
The passport, with a 20-year history, is a project of the CCCB, Fundació Joan Miró, Museu Picasso, MACBA, Museu Nacional d’Art de Catalunya and the Fundació Antoni Tàpies. Its aim is to promote cultural tourism in the city with a pass that guarantees preferential entry to these museums with a 45% discount.
A balance between aesthetics and functionality.
In this process they contacted Copymouse to redesign the new website, which had to fulfil the double function of improving conversions and sales of ArticketBCN through the site and, at the same time, provide the marketing and communication team with an easy to use working environment to update the website contents without depending on third parties.
In all projects it is key that the design is adapted to different devices, but ArticketBCN is a project especially sensitive to this point since a very high % of users buy their passport from Barcelona, when they are already outside their place of origin either from their mobile or tablet.
In many sectors it involves 50%, even 60% of a website’s total traffic.
To achieve the desired results it was necessary to simplify the structure of the new website to make it more comprehensible to the user.
Designing a clear content structure so that users find all the information they need to make a purchase decision quickly and easily, reducing the number of clicks for conversion.
Optimize the new design for mobile devices by prioritizing purchasing actions to increase mobile conversion.
To give value beyond the discount and the preferential entrance, positioning Articket as the reference for cultural visits in Barcelona to museums.
Maintain graphic consistency with the new branding and other brand applications to build a unified image.
Surprise the end user with the web experience for branding.
In terms of content management for the marketing and communication team, WordPress was presented as the ideal platform for this multi-language website from which they have complete control over content management and editing.
To do this we developed a WordPress administrator with different Custom Post Types: one for the museum files with custom fields, another for the temporary exhibitions and another for the tourist routes associated with Articket. All of them ready for their corresponding translations in 6 languages with an easy to use interface.
The new website has improved the results of the previous one and has managed to count better Articket BCN visitors.
After the redesign, the website has improved with respect to the previous one in terms of time spent by users and clicks on sales.