Current OtB Website:
Business & Project Goals
My competitive audit of On the Boards (OtB) along with competitors and similar organizations reveals three main areas of opportunity with content strategy:
- Showcasing and re-purposing existing content from artists
- Simplifying text and navigation options
- Increasing/optimizing social media presence.
Improving these areas will serve OtB’s business goals:
- Increasing online conversion (ticket sales, subscriptions and donations)
- Increasing effectiveness of outreach and audience engagement
- Solidifying and elevating OtB’s reputation as a cutting edge, inclusive, artist-centered performance arts and dance venue in the PNW.
In this report, I've provided recommendations and samples for achieving these business goals.
Key Audience Characteristics, Needs, and Goals:
Subscribers vs. Single-Ticket Buyers: Characteristics, Needs, and Goals
Content Audit Summary
Using Ahava Leibtag’s content value checklist, I evaluated OtB’s website and social media accounts based on several UX heuristics. Please refer to the Criteria Key below for details on how each of these heuristics was assessed. Major findings point to an overall need for a UX flow design overhaul across OtB’s communication channels.
Adapted from Ahava Liebtag's Content Heuristics
Content Audit Overall Assessment: Much room for improvement
Alt image tags are almost universally inadequate across existing OtB media. The vast majority of pages contain no links for sharing; those that do use aesthetically outdated sharing buttons and provide no encouragement to share. In general, many pages lack a specific call to action and leave the user afloat in terms of figuring out what to do on a given page. Other common flaws found included: insufficient H2 tags, lack of comment section, overabundant text, and layouts that were difficult to read and navigate. Visual aesthetics and brand identity also seemed to vary across social media platforms again underutilized video content. Aside from Instagram, engagement on social media remains low and represents a great opportunity for growth and strengthening of OtB-external stakeholder communication.
Inconsistent Brand Identity:
I understand OtB is in the process of updating Content management systems. I recommend that throughout this process, designers focus on optimizing utilization of existing OtB content for multimedia presentation across web and social channels. Accessibility is a matter of law and we should prioritize making OtB offerings inclusive by strengthening metadata practices. Alt image tags should receive particular scrutiny as a part of content strategy moving forward. Many of these suggestions can be implemented relatively quickly and easily. OtB stands to increase customer loyalty and expand reach by providing a better, richer online experience. Additionally, OtB should look to establish a content strategy that builds off of brand identity in terms of organization, visuals and voice/tone.
Competitive Audit Findings