[Case 03]
North Star Dance Theatre Website Build and Marketing Insights
Dance
Current Work in Progress
North Star Dance Theatre
[Project Overview]
North Star Dance Theatre needed a new website built in Framer to support ticket sales for its 2026 summer season. I designed and developed a 21-page responsive site while integrating ThunderTix, cross-domain tracking, Google Tag Manager, Meta Pixel, and Meta Conversions API so the organization could both sell tickets and measure campaign performance.
[Problem Statement]
Needing to launch quickly, the site's priority is to guide users from performance discovery to ticket purchase while also connecting external ticketing and analytics tools. Because ThunderTix operated outside the main website domain, the challenge was creating a seamless user experience and a reliable tracking system that could capture user behavior, campaign attribution, and ticket conversion activity across platforms.
[Industry]
Dance
[My Role]
Solo UX Designer & Marketing Analyst
[Platforms]
Framer
[Timeline]
May 15 - Present
[Process]
[01] User Research
Conducted competitor audits of regional dance organizations across Wisconsin and Chicago to identify local design standards and audience expectations
Analyzed national dance companies to understand how larger organizations structured navigation, branding, and ticket promotion
Designed consistent navigation patterns and page structures across the site to create a more intuitive browsing experience and reduce cognitive overload for users exploring multiple performances
[02] Insights
Stronger-performing arts organizations consistently prioritized clear calls-to-action that made ticket purchasing easier to locate and access
Websites with clearer navigation structures surfaced performance information more efficiently and reduced content clutter
[03] Design Solution
Prioritized ticket conversion by placing ticketing calls-to-action throughout key areas of the site, including the sticky navigation, homepage hero, footer, and performance pages
Simplified performance page layouts by organizing event information into clear visual sections, reducing unnecessary content and making details easier to scan quickly
Designed consistent navigation patterns and page structures across the site to create a more intuitive browsing experience and reduce cognitive overload for users exploring multiple performances
[04] Testing & Iteration
Refined page structure and ticketing pathways through ongoing collaboration and review sessions with the organization’s leadership team
Implemented marketing analytics infrastructure to support future iteration based on user behavior, campaign attribution, and ticket conversion insights