American Society of Association Executives 2026

We helped The Broad reclaim control of their visitor journey, rebuilding their Ticketure-powered ticketing flow directly into their website and eliminating the redirects that were quietly killing conversions. What came next is something the museum industry hasn't seen before: an AI-powered experience that orchestrates an entire visit, from search to checkout, without friction.

The pain point: The Broad had a beautiful, world-class website but the moment a visitor clicked "Get Tickets," they were redirected to a third-party platform. The museum lost control of its branding, its layout, and its visitor experience at exactly the most critical moment. Worse, the legacy ticketing flow treated each ticket type in isolation. The result was confusion, cart abandonment, and zero visibility into where visitors were dropping off.

What we built: Urban Insight engineered a solution that brought the entire ticketing flow back inside The Broad's own website. By embedding a React application within the Drupal frontend, a progressively decoupled architecture, the ticketing experience now lives seamlessly on the museum's site, fully branded, without a single redirect. 

The results:

44% Fewer steps to checkout

Full Funnel visibility & abandonment tracking

Zero Redirects — end-to-end on-site experience

Most museum websites are still built to inform. We think they should be built to act. In this 4-minute video, we walk through our approach to building smarter digital platforms for cultural institutions, and show a live proof of concept we built with The Broad that most people in this industry haven't seen yet.

The problem we solved: Visitors clicking "Get Tickets" and being silently redirected off-site losing the museum's brand, data, and revenue at the worst possible moment.

The architecture behind it: How we connected The Broad's Ticketure backend to a custom Drupal MCP module, exposing ticketing endpoints directly to AI agents.

The visitor journey: An AI that orchestrates the reservation, surfaces the right exhibition at the right time slot, and delivers a direct checkout link without a single redirect

Zero-latency search: How Algolia Search removes the technical wait time that causes visitors to abandon and keeps them deeper in the site, longer.
 

[Watch the Demo ]

If any of this sounds familiar , a ticketing flow that's costing you conversions, a search experience that's driving visitors away, or a website that isn't working as hard as your team, come find us at Booth 1819 in Philadelphia. We'll have the full demo ready.