Visit NSW
As the official tourism, destination and events website for New South Wales, the Visit NSW website was in need of a User Interface refresh as an interim solution, with a view to engaging a top-tier digital agency to redesign the site from the ground up in the next few years.
Defining the Problem
The original website was built by the development team using out of the box components. A lack of holistic design thinking resulted in an incohesive, bloated and difficult to manage product. After conducting a UI inventory I redesigned each and every component using atomic design theory.
Before and After
While this project is a work in progress, every conceivable metric has seen an uplift since we started the redesign. For 2021 I’ve built out a product design road map that will involve a more holistic approach to redesigning the entire website by applying consumer insight from user testing, behavioural data and a global competitive review, as well as continuous usability testing to the live site and a conversion rate optimisation program with our SEO specialist agency partner, Sparro.
