Festival Website Information Architecture
Designing a structured, inspiring digital experience for a fictional music and light festival in Stockholm.
School Assignment (Group)
Information Architect & Research Lead
Project in short
Konstella is a fictional three-day music and light festival in Stockholm, where live performances meet immersive art installations. The brief was to design a complete information architecture and content strategy that inspires users, builds trust, and drives ticket sales.
Challange
Most festival websites focus on visuals and branding but fail to guide users clearly.
We needed to create a structure that balances emotion and logic, helping users quickly discover artists, plan their visit, and purchase tickets.
Solution
We designed a sitemap and content hierarchy based on five intuitive flows:
Discover → Plan → Buy → Prepare → Learn more.
Together with a defined tone of voice and clear labeling, the site structure gives both first-time visitors and returning guests an inspiring, intuitive experience.
Project in short
Konstella is a fictional three-day music and light festival in Stockholm, where live performances meet immersive art installations. The brief was to design a complete information architecture and content strategy that inspires users, builds trust, and drives ticket sales.
Challange
Most festival websites focus on visuals and branding but fail to guide users clearly.
We needed to create a structure that balances emotion and logic, helping users quickly discover artists, plan their visit, and purchase tickets.
Solution
We designed a sitemap and content hierarchy based on five intuitive flows:
Discover → Plan → Buy → Prepare → Learn more.
Together with a defined tone of voice and clear labeling, the site structure gives both first-time visitors and returning guests an inspiring, intuitive experience.
Work in detail
The project was part of the Information Architecture & Content Strategy course at Nackademin. The assignment challenged us to plan and structure a full festival website, not through visual design, but through logic, hierarchy, and language.
Our team of three collaborated closely throughout the process, defining how content, navigation, and tone could together create an inspiring yet functional experience for a fictional festival brand. We treated the task as if working for a real client: defining goals, audience, and value before sketching any structure.
My role: Research & Information Architecture.
I led the process of identifying user needs and translating them into navigational flows and label structures. I focused on ensuring the sitemap and content hierarchy matched user intent rather than internal organization, and that the tone of voice supported both clarity and emotion throughout the site.
Process
1. Defining the Concept
We created Konstella - a futuristic festival concept blending music, light, and art.
The festival targets two key audiences: music enthusiasts seeking structure and influencers drawn to visual experiences.
2. Research & Insights
Through competitor analysis, we identified recurring usability gaps: unclear menus, inconsistent labels, and hidden practical info.
Our insight: Users shouldn’t have to choose between inspiration and clarity.
3. Personas & User Needs
Two personas guided our decisions:
Sara, The Music Enthusiast: wants quick overview of lineup, schedule, and ticket types.
Liam, The Influencer: seeks visually unique spots and shareable experiences.
Their needs defined both sitemap priorities and content tone.
4. Information Architecture
We structured the site around five main flows:
Discover: Hero, lineup, installations
Plan: Program, maps, schedules
Buy: Tickets, VIP packages
Prepare: Practical info, accessibility
Learn more: Story, partners, press
The structure enables users to navigate intuitively based on intent rather than site logic.
5. Content Strategy & Tone
We defined a rhythmic, visionary tone to mirror the sensory experience of the festival.
Examples:
“Step into the light - secure your ticket”
“Where sound becomes visible.”
The copy combines energy and clarity, creating excitement without losing usability.
6. Hierarchy & Layout
We built a modular homepage hierarchy:
Hero with CTA
“What is Konstella” section
Lineup & featured installations
Footer with social links
Outcome
A cohesive festival website structure that connects brand storytelling with usability. The IA and tone support discovery, clarity, and conversion, creating a balance between emotion and function.
The result was a clear and engaging framework that reflects both the artistic vision of the festival and the practical needs of its visitors. By grounding the structure in user intent, the website naturally guides people from exploration to action, whether discovering new artists, checking accessibility information, or purchasing tickets.
Each element of the information architecture supports a purposeful journey: the sitemap establishes logic and flow, while the tone of voice adds emotion and character. Together they create a digital experience that feels both organised and alive.
Reflection
This project strengthened my ability to turn user insights into logical site structures and craft a content strategy that supports both user goals and brand identity.
It also deepened my understanding of how tone, hierarchy, and navigation design together shape the user’s first impression.
Outcome
A cohesive festival website structure that connects brand storytelling with usability. The IA and tone support discovery, clarity, and conversion, creating a balance between emotion and function.
The result was a clear and engaging framework that reflects both the artistic vision of the festival and the practical needs of its visitors. By grounding the structure in user intent, the website naturally guides people from exploration to action, whether discovering new artists, checking accessibility information, or purchasing tickets.
Each element of the information architecture supports a purposeful journey: the sitemap establishes logic and flow, while the tone of voice adds emotion and character. Together they create a digital experience that feels both organised and alive.
Reflection
This project strengthened my ability to turn user insights into logical site structures and craft a content strategy that supports both user goals and brand identity.
It also deepened my understanding of how tone, hierarchy, and navigation design together shape the user’s first impression.
