Playing The Field is a two-day UK music and arts festival with family-friendly programming, live acts, DJs, and local food.

The previous website had several UX issues. Navigation was unclear, ticket bookings were hard to find, and the overall layout didn’t reflect the fun, inclusive energy of the festival.

There was no consistent CTA for tickets, and the lack of structure made it difficult for users, especially on mobile, to explore the lineup, activities, or book tickets easily. While the team had strong psychedelic artwork used across other media, it wasn’t integrated into the site.

The redesign focused on clarity, access, and vibe. A clean, structured navigation bar was introduced, along with a sticky “Book Tickets” button visible across the entire site. The site was built mobile-first, knowing that most visitors would be browsing and booking from their phones.

Visual elements from the festival’s psychedelic artwork were woven into the site’s colour palette and layout to bring the brand identity to life online—without overwhelming the user experience.

The new site saw a noticeable rise in mobile traffic, improved engagement time, and more streamlined booking activity. Visitors could now find ticket links instantly, explore line-ups easily, and get a true sense of the festival vibe before even arriving.

The site now supports both the operational and emotional needs of the event—driving conversions while capturing the spirit of Playing The Field.