The Orpheum Theatre Group launched its new website in June, 2017. My participation in this project began at the request for proposals stage. As a fun creative touch, we created a playbill-style handout in lieu of our standard profile book. During the discovery phase, I created a survey to dispatch to the theatre’s email list, seeking their input on website usability and overall experience. This data was then used to guide content strategy and UX. Immersing myself in the history and mission of the organization, I wrote new copy and optimized what was usable from the existing site to align with the Orpheum’s objectives and goals. The result is responsive, attractive and easy to read and navigate. This rewarding project — and incredible client collaboration — inspired me to write a blog post about the experience.