In Part 1 of this series, we explored how aligning stakeholder goals with user needs during the discovery and UX phases of the Rose Theatre project laid the groundwork for a human-centred design approach. If you haven’t read it yet, you can check it out here.
Now, let’s dive deeper into the next phase: crafting human-centred content. While the UX phase helped us uncover user behaviours and align internal priorities, the challenge of appealing to a diverse user base required us to develop content strategies that resonate emotionally with all audience groups.
In this post, we’ll explore how we profiled Rose’s user groups, identified a unifying emotional device, and applied it to content that not only demonstrates value but also promotes inclusivity and diversity.
Understanding the Rose Theatre’s User Profiles
Cultural venues like the Rose Theatre attract a broad mix of audiences, each with unique needs and behaviours. Through user research, we identified three primary user groups:
- Classic & Contemporary Theatre Enthusiasts
Older, more affluent audiences who enjoy traditional theatre experiences. - Families & Local Community
Regular visitors view the Rose as a community hub for events, school programs, and social gatherings. - Mainstream Audiences (Target group)
Younger, culturally diverse individuals interested in well-known titles or actors, are drawn to the promise of a great night out.
The challenge? These groups have vastly different interests and expectations. A Harry Hill comedy fan, for instance, likely isn’t seeking information on a King Lear production or a Thursday lunchtime community class.
To avoid alienating any one group, we needed to identify a unifying element—something that resonates with everyone who visits the Rose.
Using Emotion to Unite Diverse Users
The answer lay in something universal: human emotion.
While different events appeal to different audiences, the theatre’s core value is the emotional experience it provides. Whether it’s joy, excitement, suspense, or even heartbreak, these feelings are what connect all users to the theatre.
This emotional focus became the driving force behind our content strategy, helping us unite user profiles, demonstrate value, and represent diversity.
Demonstrating Value Beyond Cost
Many survey respondents indicated that lower ticket prices would encourage them to visit more often. Others highlighted that a more diverse representation of races, cultures, and genders would make the theatre more appealing.
While ticket discounts aren’t always feasible, we recognised the importance of demonstrating value beyond financial cost. By focusing on the emotional and human experiences the Rose offers, we crafted messaging that emphasised inclusivity and made all users feel seen.
How We Translated Emotion and Inclusivity into Content
Here’s how we reflected these insights across the Rose Theatre’s new website:
- Showreel in Place of Carousels:
Instead of a carousel of featured events, the homepage now highlights a diverse showreel of productions, focusing on human stories, the range of genres, and emotional audience reactions. - Clear Pathways for All Users:
Improved navigation ensures easy access to both the Rose’s diverse production program and community/participation events. - Inclusive Language and Visuals:
The tone across the site shifted to highlight community, growth, and inclusivity, with messaging tailored to resonate with all user groups. - Representative Imagery:
We updated site imagery to showcase a broader representation of races, cultures, and genders, ensuring more users could see themselves reflected in the theatre experience.
Key Takeaways
To create truly human-centred content:
- Identify and Connect Users Through Value: Find the shared element that unites diverse audiences—in this case, the power of emotional experiences.
- Communicate Value Consistently: Use your language and visuals to highlight that value across the site.
- Be Inclusive: Ensure that your content reflects the diversity of your audience, making everyone feel welcome and represented.
When content is inclusive and emotionally resonant, it not only engages users but also positions your organisation as a space that values and reflects its community.
Stay tuned for Part Three of the series, where we’ll explore how visual branding ties into a cohesive user experience.
In the next post, we’ll discuss the inclusive approach we took in designing the Rose Theatre’s new visual brand identity. While this shifts slightly from focusing solely on web design, I’ll explain how the refreshed identity was applied not only to the website but also across Rose’s broader presence—and the significant impact it had on the organisation and its users.
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