UPStage puts "all things theatre under one umbrella" — a platform that serves theatre professionals looking for work and audiences looking for a play to attend, from the same product.
The challenge
Theatre runs on a fragmented set of relationships: actors finding roles, playwrights finding productions, venues finding shows to host, audiences finding something to see. Each of those needs its own homepage message and its own primary action, but they all need to live in one platform without fracturing into separate products.
The approach
Rather than one generic homepage, UPStage ships two entry points that share the same underlying product: a professionals-facing home pitching "work with or as a theatre professional" (actors, playwrights, venues, theatre companies), and an audience-facing home built around search and recommended plays to attend. Both lead into the same shows catalog and dashboard underneath.
Selected screens
Both homepage variants, the shows dashboard, and login. Drag to scrub, click any screen to enlarge.
The result
One platform with two front doors — a professional's home and an audience's home — that converge on the same show catalog instead of splitting into separate products.
- Theatre pros + audiences
- 2-sided
- Professional roles served
- 5
- Shared show catalog
- 1
- Show marketplace
- Web
