Belfast Waterfront & Ulster Hall

Upgrading a clunky box office to the 21st century


The multi-venue site of Belfast Waterfront and Ulster Hall asked Dawson Andrews to elevate its conversion. Heavy Ticketmaster fees, onsales that crashed regularly for big acts and a myriad of CMS and content restrictions all combined into a slow, clunky audience experience. The re-platform and UX/UI overhaul that was implemented exceeded deliverables and has unlocked digital revenues that were previously limited by aged technology. We delivered a technology platform now proven capable of selling out world class acts like U2 tours and Obama visits.

What we did

  • User interface design and development
  • Back-end system integration
  • Responsive web development & QA
  • Technical planning
  • Ongoing feature development and optimization
  • Analytics and optimization

“Collaboration with Dawson Andrews created transformational change. Their agile approach and inheritance of our goals as their own gave the team confidence to push boundaries.” Charlie McCloskey
Head of Events & Customer Experience



Online purchasing has increased to 85% exceeding targets by 10%


Conversion rate increased from 1.88% to 6.56%, exceeding targets by over 50%


Cart abandonment fell from 57% to 34%, exceeding targets by 6%


Increase in AOV


Up time on site

"The results have been overwhelmingly positive and the measurable results on entertainment KPIs include a 25% increase in occupancy rates and a 19% increase in e-commerce revenue." Oonagh O'Reilly
Director of Sales & Marketing

Next up

Reinventing the digital experience of a global conference

Mobile World Congress

Powering 175,000 annual fixtures for Ireland’s No.1 sport

Gaelic Athletic Association (GAA)