The Finnish National Opera and Ballet has systematically developed its customer experience since 2014, directing customers to its own digital channels. Leading entities in the country have been partners in ticket sales, and the sales operation has been very efficient. However, the challenge with external entities and solutions has been the utilization of customer data.

In 2018, the Opera and Ballet decided to take full control of sales as well as customer experience and data management. We designed a new online store for tickets and intermission refreshments. The focus was on the customer experience: customers should be able to smoothly continue their purchases from an immersive presentation of the performance to seat selection, ticket types, and intermission orders. The shopping experience and related dialogue were segmented: a first-time visitor would be offered a different service experience than a frequent visitor or a season ticket holder. In addition to efficient yet clear service design, entirely new services were created, such as recommendations from the Opera and Ballet, last-minute ticket tips, and personal accounts for logged-in customers.

Digital sales have exceeded expectations. In less than a year, the growth of the online store has been 50%. The value of the customer has also increased as the average ticket purchase amount has risen. Additionally, the value of intermission orders and the number of pre-orders have increased. The number of visitors to the online service via email has grown by 129%. (Fall 2018 vs. Fall 2017) The online ticket store was shortlisted for the Grand One 19 competition.

My role: Art Director & UI Designer
with Creuna