TORONTO—Toronto design firm Delvinia Interactive recently redesigned the Canadian Opera Company’s website in order to attract an audience that rarely goes online. The firm found that only 20 per cent of the COC’s audience transacts online with the COC, so the firm was determined to increase users.

Delvinia used more web-friendly fonts like Verdana in the redesign of COC.ca

Adam Froman, president and CEO of Delvinia, says the redesign included adding subheads and focal points “to lead the user’s eye in searching for any information and scanning each page.” He adds: “We made the site easier to use while showcasing more of the opera production’s photography and content.” 

Froman spotted several problems with the old site, such as inconsistent navigation and problems with online ticket purchases.

The Delvinia team, who started COC.ca’s new digital strategy in early 2008, wanted to make the site more usable by ensuring each page had a clear focus and “a call to action.” They also used more onscreen-friendly fonts such as Verdana.

The site’s new multimedia additions should stand out on the page, Froman says. “The site’s interactive features are designed for the purpose of deepening the relationship between opera goers, opera as an art form, and the COC as a company.” Contact: www.coc.ca