The Outsiders came to us with an existing site that needed to work harder. New production artwork was coming — but more importantly, the site needed a cleaner, more deliberate path to conversion. The primary objective was simple: get visitors to buy tickets. Secondary goals included show education and email sign-up acquisition, but nothing could compete with the ticket CTA for hierarchy and attention. We started with peer analysis and stakeholder interviews to surface pain points and align on goals before a single wireframe was drawn. That discovery informed an information architecture that separated two distinct ticket tiers — Standard and Premium — giving each a clear, designed pathway rather than leaving the distinction to fine print. Wireframes were validated internally before moving into high-fidelity design, ensuring the structure was sound before the new artwork was applied.