The key design decision was to strip things right back, take out alot of the clutter and clean things up, whilst at the same time giving it a completely fresh new look and feel.
A bold new condensed typeface was introduced. This benefited in two ways, by providing more impact, but primarily as a way of fitting more words on the page, particularly on event listings. RA have alot of history with using Helvetica, so this was kept for body copy as a nod back to their heritage.
With a website of this nature, it’s paramount to draw the eye to key pieces of information, therefore the RA red was introduced as an interaction colour.
Particularly in the world of music and events more and more people are now using their phones to check out event information and book tickets on the go, from before the event right up until they are in the queue. During the discovery phase it was clear that a mobile first approach would be required.
Alongside mobile, the desktop experience was also very important. It allowed the bold typography and new, more minimal content layout to really shine, creating an engaging user experience across the entire journey.