An inclusive digital ballet experience.
NBS works to strengthen dance as an integral part of the lives of all Canadians. It is where excellence meets passion, creativity and diversity. Its commitment extends from the training of high-level dancers who compete at the international level to those who discover the joy of dance for the first time, regardless of their age.
To enhance usability, the website aimed to accommodate content editors with different permission levels, optimize navigation by showcasing more content above the fold, and enable newsletter sign-ups integrated with MailChimp and The Raiser's Edge databases. Tracking pixels and improved analytics visibility across platforms were crucial for better data insights. The plan involved creating a dedicated member area on the NBS website, requiring login credentials, to serve as a central repository for instructional videos, handbooks, lesson plans, and other valuable resources. Integration with third-party e-commerce elements, including secure donations via The Raiser's Edge and consolidation of various software and platforms (e.g., ActiveNet, Event Pro & Vendini, Counterpoint & Shopify for The Shoe Room), would ensure a seamless user experience and comprehensive data analysis. Additionally, the user experience design aimed to capture the essence of movement inherent in dance, particularly on the homepage, creating a visually captivating and immersive environment for visitors.
NBS recognized the need to develop a comprehensive digital product that would provide an engaging user experience while prioritizing accessibility and mobile-friendliness. Key features included implementing a single sign-on functionality for personalized content access, integrating with Vimeo for seamless video showcasing, and ensuring website security with SSL certificate auto-renewal.
We have streamlined user journeys on the website, bridging information gaps and providing clear pathways between our various programs. Our goal is to make it easier for individuals to navigate and discover the programs that align with their interests and aspirations. Furthermore, we have embarked on a transformative journey to create an immersive NBS experience , catering to the needs of students, teachers, communities, and donors alike. This immersive experience allows the stakeholders to engage with the vibrant dance community and witness the profound impact of the programs.
- Redesigned the website structure and content organization to create a cohesive and unified user experience. Emphasized NBS' unique value propositions and differentiators.
- Implement an effective content strategy to boost NBS' online visibility and reputation. Optimize the website for search engine rankings and integrated targeted marketing tools.
- Develop interactive content sections to foster community engagement, highlight success stories, and facilitate connections among NBS' stakeholders. Leveraged the influential NBS alumni network.
- Implement a dynamic content structure and tailored messaging strategy to resonate with specific target audiences. Streamlined user journeys to provide customized experiences.
Seeking to achieve digital excellence, NBS embarked on a transformative journey, looking for an innovative platform that would unlock their unlimited potential. At the heart of their digital ecosystem is Expresia, the SaaS-based Digital Experience Platform (DXP): This symphony of seamless integration, scalable solutions, and limitless creativity connects all touch points, drives commerce and content engagement, and protects valuable NBS data.
We created a fully functional and AODA-compliant bilingual website that sets an international standard, guided by the clear vision of the team at Canada's National Ballet School (NBS). Our approach incorporated industry best practices, innovative content strategies, compelling artistic direction, and a solid architecture in line with NBS's mission, strategic plan, and institutional goals. The goal of this ambitious project was to revolutionize NBS's digital presence with an emphasis on equity, diversity, and inclusion, while showcasing the global relevance of ballet. Our objectives included increasing brand awareness, optimizing user journeys, and highlighting the results of a NBS ballet education. We sought to achieve positive results and address specific challenges through a comprehensive website redesign and strategic content strategy.
Canada's National Ballet School (NBS) Website
In our pursuit to empower NBS' diverse audience, we crafted a digital platform that exceeds expectations. Through thorough discovery, we uncovered the essential elements for a user-centric experience. We streamlined the audience structure into three tiers: Professional ballet students, recreational and community dancers, and others (patrons, alums, staff, donors). To fuel the content team's success, we equipped them with a dynamic tool that evolves alongside their creativity. This resource integrates preferred Expresia modules, brand phrases, and audience keywords, ensuring each interaction resonates deeply.
Experience the remarkable transformation of NBS' digital presence with an unparalleled user experience for diverse audiences. Through a comprehensive website redesign, strategic content planning, and a focus on equity, diversity, and inclusion, we achieved measurable results. By supporting NBS' strategic approach to dance, streamlining user journeys, and showcasing NBS as a global leader, we solidified their position in the digital landscape while contributing to the growth.
NBS is now a Digital Company. Wanna make the switch?