We were approached by the Rottnest Island Authority to help strategise and realise an entirely new digital presence for one of Western Australia’s most iconic destinations.
Being a major tourist attraction, the Rottnest Island website attracts wide audiences with massively varied interests. The previous website needed a major overhaul to ensure key audience groups were directed quickly to their area of interest, with a great user experience on any device.
While the previous website had regarded all of Rottnest Island's diverse stakeholders as a whole, this new strategy proposed two core websites to allow for better target audience segmentation. Both sites would offer each segment a broad range of engaging content and utilities for enacting a variety of tasks, from planning and booking a holiday to submitting an application form.
The primary destination site promotes the island's attractions to holiday makers and recreational day visitors. Maintaining a highly engaging and usable web experience across all devices would ensure easy access to information and booking options, and give a favourable impression ahead of a Rottnest visit.
The deliverables for this project required us to handle design and implementation, complementing the work of development agency Phobos Consulting to realise the vision for both websites.
The destination site features a clear navigation and logical hierarchy that directs users to a range of activity options, with booking processes optimised across all devices. A ‘plan your stay’ feature offers a unique way for holidaymakers to pre-plan their trip, saving time while they’re on the island. To promote the positivity and diversity of visitors’ experiences, we custom-built a social media aggregation module that drew testimonials from Facebook, Twitter, Instagram and TripAdvisor.
The authority site provides users with a simpler interface for immediately accessing news, reports, application forms, and supporting corporate and public interest information.
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