Cirque du Soleil Project

Design Ticket Purchase Experience

Redesigned the Cirque du Soleil e-commerce website to enhance its usability and conversion.

Project Detail

I joined the Cirque du Soleil team as a Senior UX Designer to lead the redesign of the ticket purchase process. Our goal was to create a more user-friendly, efficient and enjoyable experience for customers navigating the website, from discovering a show to confirming their seats while respecting the theatrical identity of the brand.

Cirque du Soleil interface mockup — Image detail: Prototype

Heuristic Evaluation

I conducted a comprehensive heuristic evaluation of the website to thoroughly assess its usability, functionality and overall user experience. This evaluation involved systematically reviewing the website against established usability principles to identify issues such as navigation challenges, design inconsistencies and functional inefficiencies. The primary objective was to pinpoint specific areas needing improvement, provide actionable recommendations, and ultimately enhance the user experience and increase user satisfaction.

Wireframe & Prototype

I completed the user flow using low-fidelity wireframes to test and iterate on design concepts. This process involved sketching basic layouts and interactions to explore various ideas and quickly visualise the structure of the application. The low-fidelity wireframes facilitated early feedback and validation from stakeholders, ensuring alignment with business requirements and objectives. Once the wireframes were refined, I developed a high-fidelity prototype to simulate the final user experience. This prototype was used for user testing, allowing us to gather valuable insights and make informed adjustments before finalising the design.

The Result

The redesign of Cirque du Soleil's ticket purchasing experience resulted in a significant improvement in user satisfaction. Through iterative design processes, including user interviews, heuristic evaluation and user testing, we were able to streamline the ticket purchase flow. This led to a more intuitive and enjoyable interaction for users, reducing friction and increasing ease of use.

+22%

checkout completion

−31%

seat-map abandonment

usability sessions run