We work with NSW’s government tourism body to improve the user experience of their sites, products and user journeys. Partnering with the digital marketing and development teams, we have undertaken research projects, workshopped UX, pushed the boat out on design and re-evaluated user journeys to make it easier for users to engage with Destination NSW’s products and drive state tourism.
In a project spanning two years, we streamlined the digital experience for Vivid Sydney. For 3 weeks in May, Sydney plays host to 400 events spanning light, music and ideas. Now in its 11th year, we needed to work with DNSW to re-invigorate this spectacular festival, and give it the brilliant digital experience it deserves. User research helped us to reimagine how users interact with Vivid Sydney’s touchpoints, and from 2018 to 2019 we pulled the site apart, re-imagined the UX and design and overhauled the tech stack.
The website is now a valuable tool to guide users to uncover new interests, plan their visit (from choosing events to transport and logistics), keep track of favourite events, purchase tickets, personalise the site based on preferences they’ve set, and find their way around on the ground when visiting Vivid Sydney.
Confusing navigation meant large drop-offs so we first tackled the IA of the site, adding more context and ensuring the ideas and music programs were allowed to shine as brightly as the light program of the festival.
From user research, we understood that the 400-strong event festival was overwhelming in its breadth, so a strong emphasis was placed on upgrading search. We created filters to guide the user by topic of interest, location, price and accessibility. We also decoupled search from the backend for lightning speed, knowing that users will leave a site if they don’t find what they’re looking for almost instantaneously.
Now in its 11th year, and with research showing people are tiring of Vivid, thinking it ‘same same’, we refreshed the iconography and visual language, taking inspiration from the logo. This digital first branding was applied across all Vivid touchpoints.
To overcome some of Drupal’s limitations, we delivered a React-powered frontend and the DestinationNSW’s developers delivering API-driven backend, all with an upgrade from Drupal 7 to 8 at the same time. (We love a challenge!).
In 2018 we introduced a preference centre and onboarding process, where users selected topic areas of interest, music genres, and locations to be served relevant content, as well as save favourites. In 2019, personalisation was increased by integrating these preferences into the live site for users, giving them a unique homepage and suggesting events they might enjoy.
After an audit of ticketing partners, we selected Eventbrite due to their API, which allowed us to access real time ticket sales so we could alert users to events sold out, or when their favourites were selling fast. We also had the ability to embed their checkout directly into the page, creating a seamless transaction for users and increasing sales for Ideas events.
Migrating our user data to Salesforce, we were able to close the loop with our comms, and form a more complete picture of our user.