The Grasstraw Festival
Website Redesign for A Performing Arts Festival
My Role
Web Design
UI/UX Design
Credits
Key Visual - Desiree Niu
Images - OurTheatre
Client
Self-initiated Project
Time
Feb 2026
Deliverables
High-fidelity & interactive prototypes
Brief
Overview
Redesign of a performing arts festival website for a two-week event held in Chiayi, Taiwan. The event featured 100+ programmes and attracted over 16,000 attendees.
Challenge
The event included 100+ programmes across 7 locations, each with different opening times that needed to be clearly communicated to the audience. The website needed to support users both before their visit and during the event.
Solution
Designed a mobile-first experience to support on-the-go usage during the festival. Streamlined the information architecture and simplified navigation, helping users quickly find programmes, plan their visit, and navigate between locations.
Problem Statement
The homepage did not clearly communicate the festival’s identity or guide users toward key actions.
A desktop-first lineup search experience fails to reflect real user behaviour, as most attendees access it on mobile while on-site.
Target Users & Scenarios
First-time Visitors
need to quickly understand the festival’s concept, scale, and highlights before deciding how to engage.
Attendees During the Event
who rely on their mobile devices to check schedules, locations, and programme details on the go.
Goal-oriented users
who visit the site with a specific intent, such as finding programmes by date or by category.
IA & Navigation Modification
6 navigation items → 4 task-oriented sections
Simplified the main navigation from six options to four, and renamed the sections to make them more intuitive and task-oriented. This change reduces cognitive load and helps first-time visitors focus on key actions such as exploring programmes and checking the schedule.
Homepage Optimisation
Redesigned to prioritise clarity and decision-making for first-time visitors
Hero Section
Event Highlights
Venue Explanation
Access & Opening hours
Call to Action
Clear & Mobil-First Schedule Lookup
Redesigned to enable fast schedule discovery both before and during the event, supporting both planning and on-site usage.
Filter
Schedule Mode
Lineup Mode
Outcome & Reflection
The redesign improves clarity across key user journeys, from discovering programmes to understanding spatial zones and purchasing tickets.
By simplifying the information architecture, restructuring ticket types, and clarifying the multi-platform ticketing system, the new experience reduces cognitive load and supports faster decision-making.
The mobile-first approach ensures content hierarchy is clear and scannable, particularly for first-time visitors unfamiliar with the festival’s venues and programme structure.