Client

Tourism Australia

Timeline

Sep 2013 - Nov 2014

Role

UX Lead

Background

Tourism Australia: “The new Australia.com couldn’t just be a tweak of the current site – it had to be a completely new experience. We wanted to benchmark ourselves beyond the tourism category. This entirely new site needed to respond to the major trends that were changing our world – big content, data, collaboration and co-creation.”

My role was to:

• Plan and lead experience design in a multidisciplinary team

• Audit and map 700 pages of travel content to research insights

• Create user journeys for key traveller markets

• Design responsive wireframes supporting 11 languages

• Prototype in 3 languages for international usability testing

• Facilitate executive stakeholder reviews

Discovery

Research by TNS uncovered international user behaviours, preferences, goals and needs. We gained a deep understanding about the habits of travellers in both Western and Eastern markets, and how they seek travel information online.

Information architecture

The experience needed to cater to different information seeking behaviours sourced from thousands of operators throughout Australia. If someone in Korea googled Great Barrier Reef, what does the site surface next and why?

We combined research, content audits and stakeholder interviews to understand:

• People: what they need to do, what makes sense to them and what they already know

• Content: What we had, what we should have and what we needed

• Context: The business goals for the site, who else will be involved and constraints

The team audited over 700 pages of existing tourist information to understand what each user group looked for and the purpose of content within each user’s journey. Content managers answered how it was sourced, how users consumed it and the challenges of maintaining it. This deconstruction gave us foundation content, enhancements, IA revisions and data driven personalisation opportunities.

Interaction design

Accessible and responsive in 11 languages… This was a massive collaborative effort across Design, Content, Dev, BAs and UX. I wireframed flows on different devices to provide a more visual, emotive experience, without sacrificing performance, SEO or accessibility.

I built multi language Axure prototypes to demonstrate user journeys informed by research and analytics which was validated remotely with international usability testing.

Mar ‘15

Australia.com launched

10% inc

In international visitors to Australia in 2015/16

Winner

Best Tourism Website AIMIA 2016