EIFF – Circling the programme
Running since 1947, Edinburgh International Film Festival is the world’s longest continually-running film festival. Working together, we redesigned and developed their website to match their global reputation.
With over ten years’ worth of content, the existing website was complicated and busy, requiring a full audit and structure overhaul. Working closely with EIFF, we held a number of internal sessions at the studio, with external focus groups ensuring the site not only satisfied client, but the customer at the other end.
The previous year 48% of visitors to the site had used a mobile device, despite the fact it wasn’t responsive! Our foremost priority was easing the customer’s experience through a visually rewarding journey.
After conducting a full site audit, we restructured the sitemap and streamlined the user journeys, enhancing the user experience by highlighting key information. Technically complex, we integrated the site with the festival’s existing CRM and ticketing platforms, eSR04 and Filemaker Pro, for easy ongoing management by the EIFF team.
With mobile at the forefront, we created an ‘app like’ feel to the design – with fixed navigation at the bottom of the screen on mobile, saving users from having to scroll back to the top to navigate across. Through this and full integration, we brought the booking journey down from 11 steps to just 4!
Adding a few tricks along the way, including a new ‘Watchlist’ feature to apply the same ‘circling the programme behaviour’ online, typical of filmgoers. Users can save their favourite films into a shortlist, able to book directly from their saved lists later. With new functionality and a simpler journey, EIFF was able to capitalise high volumes of web traffic more so than ever before.