Helping grow an American Christmas tradition out of New York and to audiences nationwide for the first time.

Client: Madison Square Garden
Role: Lead Designer

A New Focus and Expanded Audience

Two site architecture options

The major challenge we faced with this project was its expansion to a wider market and having to accommodate two divergent audience groups – New Yorkers and everybody else.

Very specific rule sets on ticketing and showtimes for the New York show and the new national shows meant we needed to consider two very different displays of information. In essence, it felt like we needed to design two separate sites, but a requirement from the client was to maintain a consistent look between the two shows and keep them both in the same site. In the end, we presented two directions for the site architecture that could accommodate the different user types, and helped the client come to a decision on the most appropriate one.

Incorporating the Experience of Christmas

A wireframe of the ticketing page

Christmas in New York is a special feeling and we wanted to emulate that with the site. We tapped into the existing behaviors of our users around the event – sightseeing other Christmas spectacles around town, dining out, ice skating – activities that often led to the Christmas Spectacular itself. We designed this into the site in the form of interactive maps, an activity planner, and of course tying in social media to help broadcast the feeling of Christmas as shared by many.