Fighting friction: no more redundant content and difficult navigation patterns.

We built a new digital platform that ignites the customer experience while capturing the magic that guests can feel in the oldest folk theatre in Denmark.


The old website was flooded with irrelevant - and sometimes duplicate - content about similar shows. This confused the users and was a serious risk in terms of wrong purchases. Furthermore, the old website resulted in too many editorial tasks for the content providers.


We helped Folketeatret focus on the experience by simplifying the site and streamlining both the navigation and the ticket shopping flow. We developed the new solution as a responsive website in Umraco which made interaction a lot easier for both users, content providers and web editors.

Users can now enjoy a joint presentation of all upcoming shows. For a more personalized experience the users can filter shows according to their interests..


The new solution hightens user engagement, and the decrease in bounce rate shows that they found what they came for. At the same time the average user spends more time per visit when reading about the shows.