Making a festival very digestible

Visa Wellington on a Plate 2019: Festival website

The challenge

Visa Wellington on a Plate is the biggest event on Wellington's calendar, a two-week region-wide culinary takeover. We had a huge challenge this year of conveying a whole new Festival format to the thousands of fans. We came up with an easy visual device that shows that events and cocktails are there for a whole month (twice as long) and that dine and burgers are there for two weeks each. At a glance the (new) structure of the Festival is now easy to grasp.

A visual feast …

We built on the user-interviews and UX research we've done in the past, and have aimed to create a website that makes you HUNGRY! Let your eyes do the choosing before you bother with the descriptions. Slurp.

Making tough choices

With 156 events, 122 dine menus, 90 cocktails and a whopping 233 burgers; there's a LOT of data for our fans to grapple with. Our developer has created some sweet filtering, and extra helpings of favorites which you can also sort into (shareable) lists. Now choosing a burger (that comes with fries) that includes bacon - has become very easy.

Hitting the sweet spot

After a few years of success with this Festival, we wanted to take what we've learnt about Visa WOAP over the years and create a site that truly works for its users. The site is fast, responsive, and the analytics speak for themselves - hundreds of users signing up every day, with an amazing average session length of 16 minutes.

The Results are in

We've also done careful analysis at the conclusion of the Festival to find interesting trends and where we got increased user engagement and displayed these in infographic form for easy reference. Who knew fried chicken would be the number 1 searched item?

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