Sydney Theatre Company

The Serious Business of Bums on Seats

User centred design driving the perfect ticketing experience


After a ten year relationship, Sydney Theatre Company approached Deepend when they were embarking on the largest scale Systems migration in their recent history. The migration to Tessitura impacted on every part of their business, most significantly on the Box Office and the website. They needed a fully featured web application that delivered on their business rules within the new system.

On top of delivering general ticketing, Sydney Theatre Company and Deepend wanted to be recognised globally for implementing online season ticket sales with live inventory – a rare feat among arts organisations. 


Deepend worked closely with Sydney Theatre Company to further understand the complex business rules surrounding their ticketing, in particular Season Tickets. Working together, we created an engaging site experience, backed up with a fully featured and usability focused ticketing process, bulit on Umbraco CMS.

Users engage with an interactive drag and drop Season Ticket builder to build their perfect year of theatre before seating themselves and buying their tickets. Armed with a magazine style blog, STC were able to present a vibrant suite of content aimed at creating the image of the theatre into a global culture hub, delivering on their brand promise “theatre without borders.” 


Incorporating a complex systems integration, the new site has seen an increase in cart completion success rates with 37.2% of all users who see a cart page completing a transaction. This is a 126% increase on the previous platform. Additionally, the cart exposure rate has increased by 8% with 19.1% of users viewing a cart page, suggesting that both the exposure of the cart and the events pages have improved.


With over 30% of Season tickets purchased online, the site has established a great platform for on-going improvement.

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The Serious Business of Bums on Seats
126% increase
in cart completion rates