The process of migration
When we first engaged with our partners at DCJ, the process of migration was outlined. We needed to perform content and technical audit and uncover the business goals and objectives for the 2021 campaign content. We also needed to acquire all the media assets required to populate the new build.
Migrating the content provided an opportunity to revisit how the information would be displayed and consumed by the intended audience. This helped to ensure we delivered a positive experience for users.
The content audit identified 17 pages of existing content. Working through the content list, a page at a time, we were looking for the opportunity to consolidate, enhance or retire content no longer relevant to this year’s campaign. We also wanted to refine the user journey across the campaign pages to make it easier for customers to ‘seek, say and do’ what they need to with the content.
Accessibility, usability and diverse imagery
The page layout and user experience (UX) design was considered and work-shopped to ensure the pages and content were accessible, with easy-to-use page layout and flow. Once this was complete, the wireframe of the new webpages could begin.
Our focus on accessibility and usability during this stage in the process means that new and existing users can easily find events nearby, access resources or inspiring stories of Grandparent relationships, with minimal search time and clicks.
The creation of the wireframing was relatively straightforward. Though what took some time was the image usage, aligning to the 2021 campaign and NSW Government brand guidelines. After several iterations, we agreed upon a suite of images that represented authentic and diverse photos of real people. As a result, the pages feel more relatable, where people can see themselves or someone they know, reflected in the photos.