Project Overview

Eyekiller were delighted to work with The MAC, Northern Ireland’s home of international art exhibitions, live theatre, shows and events, to create a new website that would provide an outstanding User Experience (UX) to their diverse local and international audience.

The MAC Belfast opened in 2012 and since then has welcomed over 1.1 million visitors through its doors to enjoy and experience 3000 live performances, 25 visual art exhibitions and 100 family workshops. With over 50% of website traffic originating from smart phone and tablet devices, we created a solution that placed mobile at the very heart of the design process.

Eyekiller are one of the first agencies to integrate the latest Spektrix API v3 API booking system that offers provide the MAC with an enhanced new suite of features and functionality. A key objective of the project was to maximise box office revenue generated online, so particular attention was given to integrating the Spektrix third-party online booking engine seamlessly with the new website.

During the early stages of the project, Eyekiller conducted a series of UX workshops with the MAC that included a card sorting task to help determine the best possible structure of the website. Eyekiller also carried out moderated user testing with a selection of the MAC’s target audience with both mobile and desktop wireframe prototypes. These sessions were recorded and analysed by the Eyekiller team to identify early potential areas for improvement and ensuring an optimum User Experience (UX).

Reflecting The MAC’s core brand values and identity, the website combines contemporary design with a warm and welcoming ‘look and feel’. This is achieved through use of a consistent brand style, tone-of-voice, considered typography and colour themes, and full screen imagery. The homepage was designed to showcase the MAC to its full potential and immediately draw the user into discovering additional content and driving bookings. Eyekiller ensured that, throughout the design and development, full advantage was been made of the latest web technologies and innovations to provide memorable visitor experiences both online and at the venue.

Throughout the new website, visitors are encouraged to engage directly with The MAC via social media channels through which they are encouraged to share reviews, testimonials and rate events. This emphasis on social media further serves to cement The MAC’s position as a leading light in the cultural scene not only in Northern Ireland but also world-wide.


Entertainment and Arts

What we did

  • Competitor Analysis
  • Website Audit
  • Information Architecture
  • Wireframe Design
  • Website Design
  • Responsive Website Design
  • Content Management System (CMS)
  • Back-office Integration
  • User Testing
  • Accessibility Testing
  • Pay-Per-Click (PPC)
  • Search Engine Optimisation (SEO)
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