Simpler ticket booking for Berwaldhallen
Twice as many ticket purchases through the same booking platform — creativity with APIs unlocked new UX opportunities in a user-friendly integration!
Berwaldhallen needed a stable, user-friendly, and audience-facing website. Äventyret developed a new digital platform combining robust technology with intuitive design — resulting in simpler ticket booking, more efficient editorial workflows, and a stronger digital presence.
About Berwaldhallen
Berwaldhallen in Stockholm is the home venue of the Swedish Radio Symphony Orchestra and the Radio Choir. Through live concerts and radio broadcasts on P2, they reach a broad audience both nationally and internationally. Berwaldhallen is owned by and carries out its mission for Sveriges Radio (SR).
The challenge
The previous website was both technically unstable and difficult to use. Ticket flows were unreliable, the information architecture was unclear, and the design did not do justice to the hall’s extensive concert programme. At the same time, the editorial team had a cumbersome interface that made independent, efficient work difficult.
Improving the Tixly integration was key
A central part of the project was the integration with Tixly, the existing ticketing system, which was not to be replaced. Rather than treating the system as a limitation, Äventyret identified the opportunity to improve the integration and create smoother user flows. Research revealed that Tixly offered far more functionality than the existing website was actually using.
Through close collaboration between developers and UX designers, the use of Tixly’s API was optimised. This allowed the existing technology to be retained — but with an entirely new purchasing experience for the audience.
Three focus areas for a better solution:
User experience
Redesign the information architecture and visual design to showcase the full concert programme and boost ticket sales.
Technical stability
Ensure a robust infrastructure capable of handling high traffic without bugs.
Editorial support
Develop a flexible and intuitive editorial interface for independent work.
Results
100% (!) increase in conversion
“Only a few seats left!” It should be noted that savings requirements from SR meant the physical box office could no longer be staffed to the same extent — which explains part of the increase in ticket sales. This makes website sales all the more business-critical. Fortunately, Berwaldhallen now has a clearer and more inviting digital presentation of its concert programme.
Reduced technical support
An editorial tool that simplified workflows and reduced dependency on technical support. Äventyret uses WordPress headless, integrated with a Next.js app.
Increased session length & engagement
A marked increase in time on site and engagement. Beyond the conversion gains already mentioned, there is an inherent value in visitors engaging with Berwaldhallen’s programme and learning about culture — in line with Berwaldhallen’s mission from SR.
Karin Sävström
Head of Marketing, Berwaldhallen
Successful landing and campaign pages on the new berwaldhallen.se
In 2025, a new dedicated landing page was launched for Östersjöfestivalen, featuring both programme information and editorial content, built on the new web platform. The page has climbed in popularity since launch compared to previous years.
Read on in the marketing department’s report:
Page ranking by page views:
- June 2025: 8th place (not in top 10 during 2024)
- July 2025: 5th place (2024: 9th place)
- August 2025: 3rd place (2024: 4th place)
Visitor patterns during August up to the end of the festival:
- Most visitors landed on the homepage first and navigated from there to the Calendar or the Baltic Sea Festival page.
- The second largest group landed directly on the festival page, indicating that campaigns successfully drove traffic directly to the right content.
Summary of the Baltic Sea Festival’s new landing page 2025
We have managed to drive significantly more direct traffic to the Baltic Sea Festival’s page this year, thanks to clear campaigns. But also a visible hero section and a well-worded CTA (call to action) on the homepage led to more clicks from the homepage directly to the festival page, indicating that the content was both relevant and easy to access.
Significantly easier to manage
In previous years the page required daily manual updates across multiple views during the festival, but this year it updated automatically. The only manual work was uploading photos from completed concerts — otherwise the page ran itself.
Conclusion
Berwaldhallen.se demonstrates how Äventyret creates long-term value by combining technical excellence with knowledge of the target audience’s behaviour and needs. As a partner, Äventyret can identify opportunities that resolve complex challenges and deliver solutions that make a real difference — for organisations and their audiences alike.
Your existing services have potential :)
Replacing systems that hold business-critical data is not easy. And the grass always looks greener on the other side — right up until your procurement is finished.
Good news: your existing systems may well have more potential, or be integrable in better ways, than they are today. At Äventyret, skilled UX designers work side by side with experienced developers to make the most of your starting position. Get in touch!
