Drafthouse.com — Roger Erik Tinch

Led design for the full redesign of Drafthouse.com, Alamo Drafthouse Cinema’s main website across 40+ locations. The site handles ticketing, film discovery, food and drink menus, loyalty, and editorial.

What the redesign covered

End-to-end redesign: information architecture, visual design, and design system
Ticketing flow: location selection, showtime browsing, seat maps, food pre-ordering
Content system for film pages, reviews, and Drafthouse editorial

Film as the primary object, everything else in service

Structured around film as the primary object, not location or transaction
Design system shared with the mobile app for a consistent product experience
Film poster art treated as first-class content, not a thumbnail

Film page and showtime browsing — poster art as first-class content, not a thumbnail. Showtimes and locations collapse into the film's own page rather than forcing users to a separate browsing flow.

What shipped

The redesigned site launched across all 40+ Alamo Drafthouse locations, replacing a product that had been patched across multiple acquisitions and technical migrations. Structuring the site around film as the primary object — rather than around location or transaction — made the editorial content and the ticketing flow feel like one product. The design system fed directly into the mobile app redesign, giving both products a shared component library.