Tourism Queensland
A truly world-class, mobile-first immersive experience
Challenge
Queensland.com is a cornerstone of the state's global marketing strategy, attracting over half a million visitors monthly. While the site needed to serve local residents ready to book, its primary strategic challenge was catering to the vast interstate and international markets currently in the "dreaming" phase of trip planning. The existing platform needed transformation to address two critical user behaviours identified during research:
- Experience-Led Search: The majority of travellers define their next holiday by the type of experience they seek (e.g., adventure, relaxation) rather than a specific destination. The platform needed to adapt to this experience-first exploration model.
- Aspiration for Personalisation: Users aspired to receive recommendations for 'off the beaten track' adventures and ‘only-relevant-to-them’ tips, requiring a highly personalised and intuitive content delivery system, despite the site's vast volume of content.
Solution
As Head of Design, I led the creation of a mobile-first, immersive digital destination that reorganised content around user aspirations and provided personalised planning tools. Our approach included:
- Experience-Driven Architecture: The navigation was meticulously designed to allow travellers to explore content by experience, destination, audience type, or through a custom-designed, fast, and accurate search component.
- Bookmark Feature: Users can "heart" desired content (destinations, activities, deals) to progressively build their own travel journey and schedule, which can then be emailed to themselves for later access or when travelling.
- Holiday Finder: A feature providing tailored suggestions of experiences and activities based on each user's aspirations.
- Robust Content Management: We developed a comprehensive component library featuring interactive maps, road trips, articles, tips, and advanced search tools, supporting over 16,000 pages of travel content delivered through 90 custom components.
- Immersive Visual Experience: The mobile-first design embraced large imagery, video content, playful icons, and exploratory carousels to showcase the richness of Queensland and establish a world-class platform for trip planning.
Results
- Website visits increased to over 10 Million annually
- Strong engagement with average website visit duration of 7+ minutes
- Ranked among the Top Australian tourism websites
- Launched with over 16,000 pages of travel content and 90 custom components
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