Designed the website for Hell’s Kitchen, Alicia Keys’ Grammy Award-winning Broadway show, while at TodayTix. Focused on creating an immersive digital experience that captured the show’s essence, optimized ticket sales, and ensured a seamless, mobile-friendly user journey.
Overview
As a Product Designer at TodayTix, I had the opportunity to design the website for Hell’s Kitchen, a Grammy Award-winning Broadway show inspired by Alicia Keys' life and music. The goal was to create an immersive digital experience that captured the essence of the show while providing a seamless ticket-buying experience.
Industry
Digital Entertainment
Disciplines
Visual Design Interaction Design Website Design
Team
TodayTix Design
Date
2023
The challenge
With a high-profile production like Hell’s Kitchen, the website needed to: Reflect the show’s energy and soul: The design had to align with Alicia Keys’ artistic vision while appealing to theatergoers. Drive ticket sales efficiently: The site needed a clear conversion path, ensuring an intuitive experience for users looking to buy tickets. Balance brand integrity with TodayTix’s design system: The website had to feel unique while still integrating within TodayTix’s platform. Accommodate diverse audiences: From longtime Broadway fans to Alicia Keys’ global audience, the site had to be accessible and engaging for various user groups.
The solution
The Solution 1. Crafting the Visual Identity Drew inspiration from Hell’s Kitchen’s set design, lighting, and Alicia Keys' signature aesthetic. Used a bold, vibrant color palette with dynamic typography to create a modern yet theatrical feel. Integrated imagery from key moments in the show to create an immersive preview. 2. Optimizing the User Journey Designed a clear hierarchy for show details, ticket purchasing, and exclusive content. Streamlined the checkout experience to minimize friction, ensuring quick and easy conversions. Incorporated interactive elements, such as animated transitions and microinteractions, to enhance engagement. 3. Mobile-First Approach Given TodayTix's mobile-first audience, the site was fully optimized for seamless performance on mobile devices. Ensured fast load times, smooth navigation, and easy ticket purchasing across all screen sizes. 4. Accessibility & Inclusivity Ensured compliance with WCAG accessibility standards, making the experience welcoming for all users. Provided alternative text for images, high-contrast design for readability, and keyboard navigation support.
Results
✅ Increased Ticket Sales – The site played a crucial role in driving pre-sales and sold-out performances. ✅ Enhanced Brand Engagement – The digital experience resonated with Alicia Keys’ fanbase and Broadway audiences alike. ✅ Positive User Feedback – Audiences praised the seamless design and ease of use. ✅ Recognition – Hell’s Kitchen went on to win a Grammy, further solidifying the show’s impact. Key Takeaways 🚀 Designing for High-Profile Clients: Balancing creative freedom with brand expectations is essential. 🎭 Storytelling Through Design: A strong visual identity can create a deeper connection between users and the content. 🎟 Conversion-Focused UX: A frictionless journey from interest to purchase significantly boosts sales.
