NSW Government Website



Each of the NSW Government departments are located on separate websites, and citizens of NSW don't know where to go to find the information they are after. We need to be able to direct users to the appropriate website quickly.

NSW is a large state with a varying target audience, how do we personalise the experience based on where the user lives, their life stage and motivation at the time of visit.

How do we give a voice to the citizens of NSW, how do we let them feel like they are being consulted in the decisions being made by the Government.


A collaborative approach was taken to ensure a shared project vision was achieved throughout the entire process. Bi weekly client stand-ups were conducted to ensure the needs of the business and the needs of the user were thoroughly considered at all decision points, decisions were able to be made quickly and iterated upon, and the client stakeholders were empowered to contribute not only as business partners but as citizens of NSW. The clear outcome for this lean UX process ensured consensus by all on sign-off before moving to the next phase.


An extensive research piece was commissioned by Nurun. The output of this document identified the users of the site, the needs and wants of the citizens of NSW and a competitor analysis of other state government sites in Australia, US & UK.  


Applying the 3 key business insights that the website needed to be directive, personalised & consultative, workshops were conducted with client and internal stakeholders on how we can align these business needs with the needs of the users as outlined in the research. In addition, how the Premier can showcase the hand-picked initiatives the government is working on.

We deep dived into the user needs and formulated a strategy on how to create context for the user for each site visit (browsing by need, topic or keyword search) for the 3 key business insights , as well as how to showcase the data available to support the insights in a way to create a rich and engaging experience. 

Personas & Archetype definition

The research identified 6 personas from which we developed 10 archetypes that encompassed the citizens of NSW, in effect fulfilling the personalised insight by allowing the user to self identify where they fit on a site visit on any given day. A matrix of available data, apps and services was compiled for each archetype, to allow the contextual presentation of information at all times.

eg: if searching for services for families, relevant apps and data such as popular baby names would display - see screenshot above.

User stories

Based on the 10 archetypes we developed over 300 user stories to identify the unique needs of each audience group.

User Journeys

User journeys were developed for the 6 personas to assist us in developing strategies for getting the users to where they needed to go in the quickest possible way either through search or through navigation led discovery - these were based on the user stories that were identified as the highest priority. For scenarios where users were browsing project and initiative based content, clear journey end points were identified to meet the needs of the Consultative insight, allowing users to signup for updates the project, or find our how they can contribute to the discussion.


The information architecture of the site was a card sorting exercise conducted by all internal an client stakeholders. The primary challenge was developing a taxonomy that could cater for the broad spectrum of NSW citizens so a preference tests were conducted on several terminology options until consensus for both the business and the users. Informal testing methods were used within the social space of the internal team, that represented a broad range of potential site users such as Families, Students, Older Australians, Job Seekers etc.


The lean approach to the solution design allowed us to rapidly define solutions collaboratively via sketches then Omnigraffle wireframes. This resulted in rapid cycles of feedback and revision of functionality in line with the user stories. The use of a pattern library enabled changes in functionality & layout to flow through to other templates immediately. 

Desktop, tablet & mobile wireframes were created together as a single lean output, to ensure compatibility cross device, and to ensure any accessible requirements would be identified early by the project technical lead, and any required frameworks for development could be considered along with the integration solution into the Silver Stripe CMS.

Usability Testing

An Axure prototype was developed from the template designs to perform user tests. 6 participants were recruited that matched each of the site personas. 2 hours of moderated tasks based scenarios were developed to achieve a defined outcome. Lookback.io was used to record the onscreen and eye movements of the users that were analysed at the end of the testing, and benchmarked based on time to task for each scenario, eye tracking analysis and verbal comments. Overall satisfaction was recoded via a questionnaire at the end of the session, which contributed to the pass or fail of the scenario.

Iterations were made to the final designs as feedback was generally around the terminology used on CTAs and visibility of important elements on screen.

Personalisation & Localisation

Personalisation & Localisation





Accessibility through innovation

Accessibility through innovation