TodayTix / Alicia Keys · 2023
Hell's Kitchen Website
Designing a digital experience worthy of Alicia Keys' Broadway debut
Hell's Kitchen is a Grammy Award-winning Broadway show inspired by Alicia Keys' life and music, produced in partnership with TodayTix. As the product designer on the project, I was responsible for creating the show's official website — an experience that had to capture the energy and soul of the production while driving ticket sales through a clear, frictionless conversion path.
The site had to feel like the show — not like a ticketing platform
A high-profile production like Hell's Kitchen comes with high expectations on every front. The website needed to feel unique to Alicia Keys' artistic vision and the show's visual world — not like a standard TodayTix show page with a custom header.
At the same time, it had to convert. Pre-sales were a critical early signal for the production's commercial viability, and a confusing or underwhelming digital experience could undermine that before the curtain ever went up.
Drawing from set design, light, and the visual language of 1990s Harlem
I drew visual direction from the show's set design, lighting palette, and Alicia Keys' signature aesthetic — bold color, dynamic typography, and an energy that felt both classic and alive. The site used a vibrant color palette, high-contrast imagery from key production moments, and typography that referenced the show's graphic identity without copying it.
Every design decision was made in service of two things: making someone feel something, and making it easy for them to buy a ticket.
An immersive editorial experience with a clear path to purchase
The site was structured as an editorial journey — show details, story, music, and visuals — with a persistent, friction-free path to the ticket purchase flow. The hierarchy was deliberate: feel the show first, then act.
The checkout integration was streamlined to minimize the gap between decision and completion. Show details, ticket options, and purchase confirmation were all designed to feel continuous — no jarring shifts between the editorial experience and the transaction.
Sold-out performances, a Grammy, and a digital experience that matched the moment
The site played a meaningful role in driving pre-sales and building cultural buzz for the show ahead of opening night. Hell's Kitchen went on to sell out performances and win a Grammy — further solidifying the show's place in the cultural conversation.
The digital experience resonated with Alicia Keys' fanbase and Broadway audiences alike. The design held up under the scrutiny of a high-profile launch — and gave the production a digital home worthy of the work on stage.