Visit Brisbane
Agency
Aceik
My contributions
IA / Treejack testing
User testing
User Personas
Wireframes
Concept iteration
Hi-fidelity delivery
Australian Web Awards Travel & Tourism winner 2024
The project
To revitalize an outdated digital presence, a comprehensive overhaul was undertaken, focusing on both the platform/build and the user experience. The previous BEDA suite of websites had become antiquated, failing to effectively showcase Brisbane as a premier destination or adequately highlight the efforts of BEDA in promoting the city. This modernization aimed to create a more engaging and contemporary online presence, better reflecting the vibrant appeal of Brisbane and the dynamic work carried out by BEDA to attract visitors and investment. Through this transformation, the goal was to position Brisbane prominently on the digital map, ensuring the city's allure and BEDA's initiatives are clearly and compellingly presented to a global audience.
Architecture & the user
We started by forging a strong partnership with key stakeholders right from the beginning. Our process involved an in-depth, user-driven exploration to shape the UX strategy, ensuring every decision was grounded in actual user behavior and preferences. By adopting a bottom-up approach to information architecture, we focused on capturing both natural and specific user journeys, ultimately crafting a design that resonates authentically with our audience.
Working closely with Big Fish at the outset to ensure we roll out the new digital presence with their recently created brand update for the City of Brisbane.
Low & high fidelity
I began a content mapping process to close the gap between Information Architecture (IA) and wireframes, improving the foundational structure of low-fidelity page views. Following several rounds of feedback with stakeholders to refine the output in line with the new BEDA digital strategy, I moved on to iterate through high-fidelity designs to bring the brand to life. This phase included developing working prototypes of key user journeys, which were then tested with a sample of users from both the BEDA team and external, impartial user groups. Key page views were developed into templates to guide the BEDA authoring team in their content creation process once the build was complete. The delivery encompassed all design styles and systems, ensuring a smooth transition and seamless handover within the overall project context.
BEDA needed a user-friendly, accessible, and brand-aligned search function that could be seamlessly integrated across its entire site and various contexts.
Resolution
We executed a state-of-the-art implementation of BEDA's new 'Brisbane' brand, spanning a multi-theme, multi-site solution that empowers content creators and leverages the power of personalisation right from the start. Our approach ensured that the brand's fresh identity was consistently represented across all platforms, providing content authors with intuitive tools to tailor their messaging. This integration not only enhanced user engagement but also maximised the potential for personalised experiences, aligning perfectly with BEDA's strategic goals. This ultimately led to the Visit Brisbane site taking home the win at the Australian Web Awards for 2024 in the travel and tourism category.
