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The MAC

Driving digital transformation with intuitive website design and powerful custom Spektrix integration.

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Arts & Culture

Arts-Driven Innovation

The MAC is a vibrant arts venue at the heart of Belfast’s Cathedral Quarter. With an eclectic programme spanning theatre, visual art, dance, and workshops, it serves over 2 million visitors since opening. Eyekiller was commissioned to create a next-generation website to grow ticket sales, improve user experience, and embed digital at the centre of The MAC’s customer journey.

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Project Highlights

  • Donations and merchandise upsells were boosted by a custom-built Spektrix basket
  • A mobile-first approach shaped the website design
  • Optimised through extensive in-depth user testing sessions
  • The ‘What’s On’ area was redesigned for intuitive event discovery
  • Continuous performance gains were driven by an ongoing Paid Advertising

Seamless Cultural Experience

The new website places the user first, built on a foundation of audience insight, in-depth UX testing, and a carefully considered mobile-first design system. Every interaction, from the dynamic homepage to the streamlined event booking journey, has been crafted to reflect the vibrant energy of The MAC while remaining intuitive, inclusive, and accessible to all users. The bold yet welcoming aesthetic captures the venue’s creative spirit and reinforces its mission to inspire and connect.

Behind the scenes, the CMS combines the flexibility of Craft with a robust and fully integrated Spektrix setup. This includes a custom-built shopping basket, real-time event syncing, and intuitive editorial tools tailored for the needs of the MAC’s marketing and content teams. Supported by conversion-focused PPC, Technical SEO best practices, and ongoing performance optimisation, the website now functions as a high-performing digital sales engine that drives results and deepens engagement with every visit.

Laptop displaying the Spektrix ticketing platform with event listings and a booking summary for "The Night Before Christmas".
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"We love working with Eyekiller over the years on our website and digital marketing - thank you for your creativity, and dedication to becoming experts on all thing Spektrix integration."

Melissa Henry, The MAC

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