Our team won the opportunity to redesign and develop the EIFF website along with 2 other cinema sites within the CMI family and have went on to successfully host & maintain the festival for the past 3 years.
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59.36%
increase in page views
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33.20%
increase in number of pages visited per session
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-37.25%
reduction in bounce rate
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13.32%
increase in number of unique visitors
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19.64%
increase in number of sessions
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CLIENT
Centre for the Moving Image
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INDUSTRY
Entertainment, Lifestyle
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TAGS
UX, UI Design, e-commerce, Ticketing Platform, CMS Development
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WEBSITES
The objective was to design, develop and deploy the Edinburgh International Film Festival site, alongside the redevelopment of the Filmhouse and Belmont websites.
With over ten years’ worth of content, the existing EIFF website was complicated and busy. Our UX and development team set to work auditing the site, examining analytics and restructuring the site map, making user journeys more streamlined and prioritising the most important information.
Integration with the festival’s existing platforms, eSRO4 and FileMaker Pro, was key to the success of the project. This initial research exercise is a key step in our web project processes as it’s crucial that we take the time to understand as much as we could about these systems, and how we would propose to work them.
Faster, easier booking
The biggest issue users faced on the website was the booking process. The ticket booking was housed on a separate eSR04 platform, however users were directed away from the EIFF website and taken through a lengthy and confusing 11 step process none of which was responsive.
Using a mixture of eSRO’s limited API and clever use of iframes we brought the booking journey down from 11 steps to 4, a huge improvement for the customer.
It’s a mobile market
A key focus for the new website was mobile. In 2016 48% of visitors to the EIFF website used a mobile device despite the fact the site wasn’t responsive. We therefore needed to ensure a great mobile experience. Film is an innately visual experience and it was important that the new site looked great and provided users with an enjoyable and rewarding visual experience. With mobile at the forefront, we created an ‘app like’ feel to the design and created a fixed navigation at the bottom of the screen on mobile. This means users don’t have to scroll back up the page to navigate to other areas, and they can click easily using their thumb.
The results
The Launch of the new site was hugely successful and provided a world class platform to showcase one of the very best film festivals in the world.
Our relationship with EIFF is still going strong as we complete our third year of supporting the festival and managing film house websites.
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