Southbank Centre is one of Britain’s leading arts institutions. Based in London, it spans multiple venues and provides one of the most diverse and culturally rich arts programmes in the UK.
Southbank’s website is their primary source of engagement and income and, with over 6M visits generating over £10M per year, they rely on a strong online presence to reach a culturally and geographically diverse audience.
In 2016, Axis12 were engaged to be Southbank’s digital partner as the Centre embarked on a transformation programme to build a new, open-source, flexible, future-proof platform, expanding the ways people access and interact with their content, and provide inspiring and effortless experiences that spanned the whole customer journey to increase conversion rates and revenue.
Partnering with leading Dutch design agency, Fabrique (best known for award winning site design of IKEA and Rijksmuseum) we created a fresh, new, device-optimised design that focused on manifesting Southbank’s spirit, understanding audience needs, and improving user experience, engagement and revenue generation.
We delivered a new, accessible, open-source Drupal website, integrated with multiple internal systems via API to present real-time events data to end users and linking it to the appropriate ticketing journey and purchase path. Existing content was reviewed and auto-migrated using a scripted, repeatable process.
Working with Southbank’s internal team, we developed and implemented a ‘skim’, ‘swim’, ‘dive’ content strategy to meet the needs of all audiences (those who want core information right down to those looking for detailed information and richer supporting content). We implemented dynamic content linking/surfacing to present related content and additional context to visitors.