In addition to being season ticket holders at the hippest local theater in the northeast, Black Pepper provided user research and digital strategy services to the American Repertory Theater during their most recent website redesign. We conducted interviews and focus groups and facilitated usability testing sessions to understand what matters to theater-goers when they are browsing for tickets and seating. They care about what we care about–a quick and easy ticket-buying experience. We tweaked and optimized the taxonomy and user experience through thorough testing. The graphic design was provided by Lightning and Trumpet.