Case Study: The Broad reduces checkout friction with Urban Insight’s Drupal + React ticketing solution

The Broad cuts checkout steps by 44% with Urban Insight

The Broad, a contemporary art museum in Los Angeles, faced a challenge with a disjointed user journey on its website. Clicking the "Get Tickets" button redirected visitors to a third-party platform, causing confusion and cart abandonment. The museum partnered with vendor Urban Insight to reclaim control over this critical part of the visitor experience.

Urban Insight engineered a solution by implementing a progressively decoupled Drupal architecture, embedding a React application for the interactive ticketing flow. This streamlined the process, reducing the steps to checkout by 44%. The solution also provided The Broad with direct visibility into funnel performance and created a scalable, reusable platform for future needs.

The Broad