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Case Study

City of Perth

The marketing team at the City of Perth are responsible for managing a destination-based website used by locals, tourists and retailers. Precedent were commissioned with the challenge to redevelop the Perth City website and incorporate various campaign sub-sites into the overarching structure.

Accessible information, rain, hail or shine

In order to meet the City of Perth’s business goals as well as their key users’ expectations, we undertook some initial user and stakeholder research, creating high-level personas to guide the digital project forward. The existing website had extremely high website traffic but a poor user experience, particularly on mobile. This meant making the website responsive was a priority, and a key requirement in the initial brief. 

An engaging design was paramount. One of the objectives of the new website, was to visually engage both locals and tourists to encourage them to visit Perth City and its various attractions. Two of Perth’s many great assets are its beautiful scenery and diverse community, which were reflected through a use of large-scale imagery. The website design leaned heavily on flat design for the user interface which was inclusive of clean, simple iconography, a bold typeface and fresh colour palette. These all successfully reiterate the vibrancy of Perth, whilst maintaining a balance with the content and allowing the images alone to entice the user to the city, whether accessing the site on a mobile or desktop device.

The key deliverables from the project were:

  • A brand new Perth City website with on-going support and maintenance, powered by Drupal CMS
  • Fully responsive on tablet and smartphone so users can easily find the information they need on-the-go
  • Fresh and engaging new designs, which showcase the vivacity of the city
  • User experience research including workshops and desk research that informed the information architecture, wire framing, design and development
  • Technical discovery phase, which provided insights on key areas to improve and encourage content creation and updates by external stakeholders
  • A set of high-level personas to guide the transformation: a tourist, a parent, an office worker and a local fly-in-fly-out worker
  • Interactive tools including a business user area, allowing local businesses to add their own details, events and special offers
  • New features with a recommendations section to encourage users to explore similar content, and a favourites functionality allowing users to favourite particular content or events 

In addition to the new website, we have since launched several sub-sites, including Festival of Christmas, Australia Day Skyworks, Eat Drink Perth and Perth City Arts.  The new website structure allows the City of Perth to easily duplicate and customise each campaign sub-site to suit the relevant requirements in a cost effective way. 

Working closely with the City of Perth marketing team, we hope to continuously optimise the ever evolving website to ensure it encourages and inspires users to visit the website and city more often.