Now here, Now always
Event Microsite for Nederlands Dans Theater
ROLE
UI Design
Prototype
Client Research
Art Direction
Jianting, Kelvin, Anita, Jacquelyn, Tommy, Aikam
TEAM
DURATION
May-Aug 2023
Figma, Illustrator
TOOL
PROJECT OVERVIEW
A promotional microsite that introduces the performance’s emotional themes and guides viewers to ticketing and program details.
This project was a conceptual design for a website promoting Now here, Now always, a contemporary dance piece by Nederlands Dans Theater (NDT). The goal was to create a visually compelling digital experience that communicates the performance’s central theme — what it means to be human — and provides practical show information.
PROJECT PROBLEM
The emotional tone of the performance wasn’t represented in typical ticketing sites.
Most promotional websites for performances are either generic or text-heavy, focusing only on logistics like dates and tickets. For Now here, Now always, we wanted to create something that reflects the complexity and emotion of the performance itself something atmospheric, reflective, and clean, while still offering practical show details. Without a clear and emotionally resonant online presence, potential audiences, especially those already familiar with NDT might not connect with the work or be compelled to attend.
USER
Frequent contemporary dance viewers familiar with NDT’s work.
Our target audience is arts-savvy, likely familiar with NDT or similar international dance companies. These users are:
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Looking for engaging, high-quality performances
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Interested in concept-driven, contemporary work
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Expecting clarity, but also atmosphere and artistic tone
DESIGN GOALS & CHALLENGES
We set out to design a microsite that:
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Conveys the emotional complexity of the performance
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Clearly presents program structure (3 acts across 3 dates)
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Encourages booking without distracting from the experience
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Maintains a calm, open layout with subtle use of motion
Our challenge was to resist over-designing. We wanted the tone to be serious, quiet, and open like the stage. Overuse of interactivity or animation could distract from the work’s meaning.
Translate abstract themes like “what it means to be human” into digital visuals without overwhelming the user.
PROTOTYPE
Built an interactive prototype showcasing navigation between acts, info, and booking.
The Figma prototype demonstrated:
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Page transitions that feel like a slow curtain opening
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Smooth scroll flow between content sections
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Click-through from act → detail → book
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Minimal animation (fade-ins, not micro-interactions)
The experience was meant to feel focused and curated, more like browsing a museum exhibit than clicking through a flyer.
REFLECTION
This project helped me explore a quieter, more editorial design approach. I learned how to convey emotion through layout, tone, and pacing rather than through decoration or flashy effects.
I also practiced working with abstract content, balancing visual clarity with thematic depth. If I had more time, I would have explored how to include video excerpts or audio cues from the performance to deepen atmosphere without overloading the experience.
(orignial website)
