Migration overview
In July 2024, Aboriginal Affairs NSW (AANSW), part of the Premier’s Department, joined nsw.gov.au. In the heart of NSW Government, AANSW uses their position to advocate for Aboriginal people and Communities across NSW. Through connecting and listening, AANSW drives accountability and change within government. They focus on elevating community voice, driving reform, and helping to create a stronger, more inclusive society.
The OneCX Program worked with the AANSW Strategic Communications team. This collaboration uplifted AANSW content and improved the visibility of their services. We conducted user research and internal consultations. This enabled the creation of relevant and meaningful content.
Goals of migrating the website to nsw.gov.au
- Remove duplication: reduce repeated information and unnecessary click-throughs.
- Simplify content: consolidate and rewrite pages in plain, simple language with an active voice. Target a reading age of grades 9-10. Avoid assuming prior knowledge to improve readability.
- Promote cultural understanding and engagement: foster trust and inclusion through empathetic content.
- Enhance visual elements: use visual cues and imagery to improve relatability, findability, and cultural respect.
- Alternative contact channels: provide clear social media links and potential embeds for alternative contact methods.
- Simplify processes: use more bullet points, checklists, and step-by-step guides to streamline processes.
- Encourage feedback: offer opportunities for user feedback and clear contact points.
How we addressed these goals
- Improved findability: Enhanced navigation, structure, and cross-linking.
- Enhanced user journeys: Streamlined experiences across pages and logins.
- Improved readability: Used active voice and simple language.
- Improved tone and visual appeal: Created an engaging and understandable user experience.
- Fostered inclusion: Created a welcoming environment on nsw.gov.au.
- Culturally sensitive content: Incorporated UX research and Aboriginal expertise for meaningful content.
Research considerations and insights
The OneCX Program team conducted extensive research to guide the migration approach.
What was considered in the research:
- purpose of content
- advice from Aboriginal Affairs
- nsw.gov.au site structure
- content audit and migration inventory
- User Experience (UX) research on key audience groups
- web analytics
- existing user journey pathways
- NSW design and content standards
- topics focus of nsw.gov.au
In June 2023, Aboriginal-owned business Inception Strategies conducted content and design research with Community. This data fed into the content planning process.
Key insights from the research:
- Extensive research by Inception Strategies showed 'ochre’ as the preferred colour.
- General preference towards ochre colours in imagery. This enables quick identification of information relevant to Community.
"Earth ochre colours, orange, red, mustard, brown."
"The Aboriginal artwork on the coast has more blues and marine
life, while inland art is more earthy green and browns and (desert) dry colours like reds, yellows, browns and whites."
"Ochre colours white, brown green and red. Stay away from pink or purple."
"Earthy, fiery red like an (ochre) rock colour and earthy brown."
- Choosing the right visuals and imagery is important. They can create a culturally welcoming space, that respects culture and helps tell the story of the content.
- Both UX research and AANSW staff feedback showed strong preference for 'people' imagery.
"If I see an Aboriginal visual design I click on it faster. I hate it when they say ‘hey you mob,’ it’s too generic now for me. If I see a black face in the photography, then I know it's for Aboriginal people."
A circle. In that circle, I draw a connection to Country and sea.
"Less text and more visual representations. Having help resources that are culturally sensitive and easy to interpret. For example, while filling in forms it would be nice to have a little character that pops up and says you're doing well or, there's help here like the old Microsoft paperclip. Perhaps instead of the paperclip you could have a character or person there to guide and encourage people."
- Participants expressed the importance of the acknowledgement of country and Deceased Persons Warning (DPW) placement.
"I think it is good being at the top. The font size is appropriate. I also think the Acknowledgement should be up the top as well underneath the Deceased Persons Warning. Giving priority to these things is like an olive branch to the community showing us the government is prepared to meet Aboriginal people half way."
- 75% of participants reported that when they search online, they are also doing so for their family.
"Half the time, I am looking for myself and half the time I am looking for my dad to help him navigate the system. My dad prefers to visit (government agencies) in person. Sometimes customer service staff ask him to do something online by himself in the service centre. My dad just can't do this on his own. He is a very practical, hands on kind of guy."
- Many remote Aboriginal communities in NSW still struggle with web and online accessibility due to a lack of mobile data coverage.
"Recently I went to the Baryulgil Aboriginal community located about 80 km from Grafton. There's no mobile reception in the community and there was only one wifi service for the whole community. Moreover, only three houses in the entire community were in a position to access the community wifi reliably. Everyone else had to leave their homes and either walk or drive to a spot where they could get a connection."
- Mobile phone is the dominant method of web surfing for Aboriginal people, rather than a computer.
Results and benefits to support the migration
Our teams worked together to move information from old to new platforms, creating fresh and focused content and a new identity. We used the ‘In the Footsteps of Our Ancestors’ artwork by Amy Allerton for AANSW identity.
The website is co-branded with Aboriginal Affairs NSW and the NSW Government. This means, the agency's hero banner and the footer of all content pages features the AANSW logo.
The Deceased Persons Warning (DPW) is on top of the page, and the acknowledgement of country shortly follows at the top of the page.
The chosen imagery provides a strong visual identity across the pages, with common visual elements. The pages feature many visual components available on the platform. We used an earthy ochre, clay like colour palette on select pages. We credited the artwork and provided explanations that followed NSW Government brand guidelines.
A major cleanup of the site reduced the number of pages from 1,138 to roughly 100. This removed duplicate and redundant information. We implemented clearer, simpler, and more customer-focused site structure. The new site has clear topic areas centred on the role and programs of Aboriginal Affairs. This has created a streamlined and customer-focused experience across the pages.
The OneCX Program capability team provided training for the AANSW Strategic Communications team members. This ensures they’re equipped with the skills to maintain and manage their content on nsw.gov.au.
Key statistics
- Accessibility: 97.9% (37% improvement)
- Digital Certainty Index: 94% (18% improvement)
- Reading age: Grade 9/10
- SEO score: 93% (7% improvement)
- Staff trained: 8
- Pages reduced: From 1,138 to 100
- PDFs reduced: From 405 to 127
Agency feedback
AANSW provided very positive feedback, with a 98% satisfaction score. Respondents praised the OneCX Program team’s clear communication and professionalism. AANSW commended the team for their commitment to understanding the cultural needs of the project. This allowed them to meet AANSW’s unique needs. AANSW also described the team as approachable and adaptable.
"I've never worked with a more expert, professional, accessible, and approachable project team in my decades-long career across all three tiers of government and in the corporate sector."
AANSW highlighted the team’s willingness to listen and adapt as a key success factor. Despite the project’s size and complexity, the OneCX Program team provided consistent support. AANSW appreciated the clear support options, comprehensive resources and regular check-ins. These efforts gave AANSW confidence in managing their new website. The partnership delivered a refreshed, culturally resonant online experience that better reflects AANSW’s identity and mission, empowering Aboriginal communities across NSW.