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Pärnu Art Week

A festival site engineered for momentum: clearer program discovery, stronger attendance confidence, and better partner visibility.

Intent

Help people discover contemporary art through a city-wide experience that feels open, navigable, and easy to join.

Why

Pärnu Art Week needed event communication that works under real deadlines. The digital experience prioritizes schedule clarity, fast content updates, and mobile-friendly navigation for visitors on the move. The result is a festival platform that supports both audience action and brand credibility.

festivalarteventsestoniacommunityculturestorytellingclient project

Reviewed June 20, 2026

Interaction design and product management

A current-state review of Pärnu Art Week, separated into the experience decision and the product decision.

Interaction Design

Current assessment

Dates, times, venues, prices, and event names form a predictable programme that is easy to scan. The current site behaves partly like an archive without clearly distinguishing past activity from actionable events.

Next interaction-design decision

Show the edition and event status prominently, default to upcoming events, and add date, venue, type, price, accessibility, and calendar controls.

Product Management

Product job

Aggregate a temporary cultural programme and help visitors decide what to attend during a limited event period.

North-star metric

Programme attendance attributable to digital discovery rather than undifferentiated website traffic.

Next product-management decision

Build the annual lifecycle into the product: pre-release waitlist, personal schedule, post-event feedback, archive state, and early registration for the next edition.

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Project delivery notes

Project year: 2021

Pärnu Art Week needed event communication that works under real deadlines. The digital experience prioritizes schedule clarity, fast content updates, and mobile-friendly navigation for visitors on the move. The result is a festival platform that supports both audience action and brand credibility.

Snapshot

  • Category focus: Culture
  • Primary value to visitors: fast understanding, clear next steps, and a stronger reason to engage.
  • Commercial/organizational value: stronger trust, better conversion from interest to action, and a reusable content foundation.
  • Core workstream: Brand storytelling and audience engagement
  • Core workstream: Program/content communication and campaign support
  • Core workstream: Conversion pathways for participation, attendance, or inquiries

Timeline highlights

  • Strategy and message positioning aligned with audience intent.
  • Core website structure and conversion pathways implemented.
  • Launch and iterative optimization based on stakeholder feedback.
  • Ongoing stewardship to sustain visibility and performance.

Scope summary

  • Narrative-led UX and responsive web implementation
  • Editorial structure for updates, launches, and announcements
  • Performance and discoverability foundations for audience growth

Challenges

  • Balancing expressive brand voice with practical user needs
  • Keeping communication coherent across evolving programs
  • Maintaining quality under real publishing and deadline pressure

Opportunities

  • Expand campaign landing pages to grow conversion from interest to action
  • Strengthen recurring audience engagement between major announcements
  • Increase collaboration value through dedicated partner narratives

Suggested angles

  • How design and storytelling improve cultural audience conversion
  • Building digital continuity for programs that never stand still
  • Turning a project site into a long-term brand asset

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