As an agency, we place customer experience at the heart of everything we create. Extensive research was undertaken, including a series of moderated focus groups with children and young people. These qualitative sessions were crucial for us to understand the main drivers for the audience throughout the customer journey cycle. User-centred design activities included persona development, experience maps, customer journeys, as well as a comprehensive usability laboratory testing against early-stage wireframes. 

The platform needed to be built on the principals of persuasive architecture and facilitate “quick-fix” content consumption, especially across mobile devices. Intelligent search architecture, built leveraging complex algorithms and predictive search, lies at the core of the website's innovation, enabling kids to easily search and find highly relevant opportunities, activities, services and events with a single click

Personalisation is an integral element of the persuasive nature of the website. Through the use of an intelligent algorithms and an intuitive content taxonomy – the integration of tags on key information elements within the user’s unique journey – the website becomes completely personalised at a regional level. Behavioural Tacking - Integrated throughout the site are intelligent lead-scoring and user behavioural profiling smarts. Coupled with this, page views are tracked and a save function enables users to resume their search at a later date.  

The new site has been a resounding success since launching (with virtually no marketing budget), powering an increase in local community engagement with children and young people throughout NSW. Our Local is the new category-defining digital platform for youth in NSW, built on a foundation of extensive engagement with NSW kids and brought to life through simple, but impactful aesthetic design, optimised UX, intelligent search algorithms and deep personalisation.