Services: UX.UI design, Web design, CSS, JS
Industry: Media / Music
Client: Sinteza Orchestra
URL: sintezaorchestra.ru
Sinteza Orchestra. Modern symphony. From scratch to marketing
Working process
Initially, the project was launched in the image landing format, as an MVP, to test interest in the format and test the hypothesis of whether the project would be in demand on the market. We have created a promo page on Tilda with brief information about the orchestra and the opportunity to purchase one music program.
About
Sinteza Orchestra is a musical orchestra that combines classical form with an up—to-date presentation and a strong brand.
First MVP
Prototype
Project stages
Working process
The work began with an analysis of the first version of the site, an understanding of the audience and the visual code that the project has already begun to take shape. It was important to preserve the vibrant, artistic energy of the Sinteza Orchestra — as an independent, modern musical group — but at the same time rethink the visual system: to make it more mature, flexible and expressive.
I conducted a competitive analysis in the niche of musical projects, from the Philharmonic society to independent ensembles, and studied visual references in the fields of culture, performance, and fashion. Based on this, he formed the directions in which the brand could grow visually and meaningfully.
The key idea of the redesign is to turn the website into a stage for the brand, into a tool that translates the aesthetics of the orchestra, its character and values. The new visual system is built around clean typography, rhythm, contrasts, and neat animation — all of which conveys a sense of musicality, dynamics, and a modern cultural environment.
I conducted a competitive analysis in the niche of musical projects, from the Philharmonic society to independent ensembles, and studied visual references in the fields of culture, performance, and fashion. Based on this, he formed the directions in which the brand could grow visually and meaningfully.
The key idea of the redesign is to turn the website into a stage for the brand, into a tool that translates the aesthetics of the orchestra, its character and values. The new visual system is built around clean typography, rhythm, contrasts, and neat animation — all of which conveys a sense of musicality, dynamics, and a modern cultural environment.
Development
I analyzed the first version of the website, identified strengths and weaknesses, fixed user scenarios and hypotheses for product development.
Analytics and audit
Built the structure of a multi—page website taking into account new tasks - sales, program navigation, team representation and partnerships.
Architecture and scenarios
Designed a visual style that conveys the aesthetics of the orchestra through typography, grid, rhythm and compositions inspired by musical logic.
Visual concept
Designed the key pages: poster, programs, contacts. I have drawn adaptations for different scenarios and devices.
Adaptive layouts
I put together a UI kit, worked out the states of the elements (pointing, loading, errors, interaction). Participated in decision-making with the team
State design, UI kit
Post-launch support
Analyzed UX, collected feedback, made edits and improvements — from micro-interactions to new blocks and scenarios.
Prepared layouts and specifications for the layout designers, accompanied the implementation, conducted a review and clarified the implementation.
Analytics, debugging and edits
The project turned out to be a success: after a year of steady sales, marketing campaigns, user research, and audience behavior analysis, it was decided to develop it further. This is how the landing page grew into a full-fledged multipage website, which became not just a showcase, but a product sales and communication tool with the audience.
Project materials
Main page
Main page
Project stages
My part
Formulated the product role of the site, defined success metrics and priorities.
MVP goals
I have worked out user tasks and motivations, and built interaction scenarios.
UX-scenarios and JTBD
Designed a scalable structure and navigation based on the growth of the product.
Flexible architecture
Developed an expressive, adaptive visual system based on rhythm and typography.
Visual language
Conducted UX analytics, made edits based on user behavior and data.
Data-informed improvements
Sync with the team
Coordinated the work between design, development and marketing, and participated in product planning.
I was responsible for the architecture, UX, and development of the website as a sales and communication tool. Participated in the creative and technical stages, helping to find a balance between expressive design, technical implementation and user logic.
Adaptive layout
Result
There is a promotional page with posters and programs, as well as detailed pages for each musical program — with the opportunity to find out the content, the composition of the orchestra, see the current dates and buy a ticket.
This solution allowed users to better navigate the offer, and the site to work as a full—fledged sales channel.
This solution allowed users to better navigate the offer, and the site to work as a full—fledged sales channel.
List of changes
- Designed the structure of the internal sections: the poster, the opening page, the program, and the purchase of a ticket.
- Built a custom logic: from interest in the concert to choosing a date and booking a ticket.
- Developed a visual hierarchy: accents on the poster, program content and call-to-action.
- Ensured the reuse of components: cards, grids and blocks are adapted to different scenarios.
- Thought out the behavior in adaptations: The pages remain user-friendly and readable on mobile devices.
- Optimized the path to purchase: shortened the steps and improved user interaction with CTA elements.
Site sections
We have moved away from the one-page approach and developed an internal page system that turns the site into a convenient and understandable selection and purchase tool.
Tablet layout
Detailed page
Mobile layout
List of changes
The growth was especially noticeable in December and January — against the background of the same marketing efforts, the new interfaces showed an increase in sales by orders and by the number of tickets compared to the original version.
This confirmed the hypothesis that the new structure and design not only improve perception, but also directly affect the funnel and conversion rate.
This confirmed the hypothesis that the new structure and design not only improve perception, but also directly affect the funnel and conversion rate.
Statistics and indicators
After the launch of the new design, we conducted testing as part of advertising campaigns. According to data from Yandex.Metrica, the website with the updated architecture and UX presentation showed a significant increase in orders and tickets.
Yandex.Metrica
+400%
Increase in orders
Ticket sales
+300%
Awards and recognition
The project was published in the MadeOnTilda collection, a gallery that selects outstanding design solutions. The project was also included in the Russian Design Awards selection as one of the 1500 best Cyrillic projects.
- Rebuilt the navigation and logic of the website — from a promotional landing page to a multi-page product.
- Developed a visual style with an emphasis on cultural identity and digital expressiveness.
- Designed the sections: posters, opening pages, detailed program pages, ticket purchase.
- Created a UI kit, provided modularity and scalability of the system. I set up the iteration process: analyzed user behavior, tested solutions, and made improvements.
- Accompanied the development, participated in QA, and monitored the quality of design implementation.
The result is a product website that not only tells you about the project, but also helps it grow. It adapts flexibly to the team's tasks and becomes a platform for further scaling.
Created a digital experience that combines aesthetics and product efficiency. The new website has become not just a showcase, but a working sales tool: it has helped to better convey the value of programs and increased conversions thanks to a well-thought-out structure and UX.
Executed works
Results
Conclusion
The redesign of the website turned the image landing into a full-fledged product with clear scenarios and strong visual presentation. After the launch, I continue to work on the project: monitor the data and develop a website based on product analytics.
