Case Studies

Criterion Ticketing: A New Application That Puts User Experience First

Simplifying the purchase path through accessible design.

The interface of the Criterion Ticketing website


Roundabout Theatre Company presents a variety of plays and musicals on its five NYC stages. As an existing Tessitura client who rents out their three Broadway venues—Studio 54, the Stephen Sondheim Theatre, and the American Airlines Theatre—Roundabout was interested in building an online solution to directly sell individual tickets for their tenants’ shows. To integrate with their current database infrastructure, Roundabout had a strong preference to use Tessitura as their ticketing and CRM provider, and envisioned a custom-built web application that would leverage the Tessitura API.

What We Did

UX design

UI design

User research and testing

Web app development


After an extensive period of discovery and definition, Situation proposed a web application that would be the primary digital box office for tenants of Roundabout rental venues.

To create and execute a robust web application, we used a modern, serverless solution to ensure scalability and perform reliably during heavy traffic periods. Additionally, with an eye on satisfying consumer preferences, Criterion would offer a best-in-class user experience for guests on mobile devices and would be designed with an “accessibility first” mindset. Tessitura Network would provide all performance and pricing data and would accept orders from the web application.

The scope of this project included the design and development of a product to sell individual tickets that prioritized the user experience. In addition, producers would be offered more branding opportunities for their shows, allowing for a greater overall alignment with marketing and ensuring a clean and professional checkout experience for guests.

With a solid architecture defined, Situation worked using an agile project management method.  By putting designs and early versions of working software in front of users early and often, we were able to gather feedback, rapidly iterate, and efficiently refine the user experience.


Criterion Ticketing officially launched on July 13, 2022, selling tickets for & Juliet at the Stephen Sondheim Theatre. The application uses Stripe as the payment processor and Tessitura for inventory and fulfillment. Patrons are able to purchase individual tickets, with or without a promo code assigned. The successful launch of Criterion Ticketing Phase 1 allowed Situation to quickly pivot to a series of product enhancements for Phase 2, including a dedicated Group Sales portal and a series of progressive enhancements to further refine the user experience for Broadway ticket buyers.

In the first 12 months, Criterion Ticketing has seen:


in gross revenue processed


consumer visits


orders placed


tickets sold


Webby Honoree for Best User Experience

The program supports leadership development and infrastructure investment that builds audiences, drives revenue, delivers dynamic programming, and helps develop best practices to inspire ticketing professionals.