Emily Xie | Graphic Designer

Anime Expo- Website


Anime Expo - Website

Category: Branding & Identity, Digital

Delight users. Sell tickets. Create community.

Anime Expo is the largest anime and manga convention in North America. Hundreds of thousands of fans flock to the event hosted at the Los Angeles Convention Center. Apart from the convention itself, the Anime Expo website serves as the main touchpoint and information thoroughfare for fans year round.

The leadership team at Anime Expo were driven to refresh the site design, align the website to the new brand identity that Blind crafted, and to improve the way their users find and discover information about the event.

anime-expo.org Ë¿


Kicking things off with a solid strategy.

At the core of every Blind project lies a concrete strategy. Whether we are crafting a new brand identity, an award-winning video, or in this case, an effective and delightful user experience, every project starts with a plan.

We worked closely with the Anime Expo leadership and marketing teams to develop user profiles, journeys and stories, then applied these to a new navigation structure and information architecture.


Every great digital product strikes a fine balance between business goals and user needs. The Anime Expo site was no different. While the overarching business goal was to make it easier for users to buy tickets to the event, there were several user goals that needed to be addressed and accomplished. We were able to strike a nice balance between driving sales, helping users plan for the conference and explore the various events held within.

By preparing users for the conference ahead of time, we were able to improve their experience while attending Anime Expo.

The unique Anime Expo UX challenge.


Great UX equals delighted users.

Since the site’s launch in October 2017, anime-expo.org has seen a dramatic reduction in bounce rate: over 23% in comparison to the previous month. In addition to bounce rates improving, we increased overall page views by over 184%. These metrics demonstrate that users are finding what they need easier than ever.


Mobile minded design.

A significant percentage of Anime Expo's traffic consists of viewers on mobile devices. One of our primary goals was to craft the user interface design to be modular, in order to achieve perfect responsiveness, no matter the screen size.