Improving public-facing experiences across diverse audiences and contexts

What we were asked to do

Reduce confusion and improve task completion for common visitor journeys — making it easier to plan, visit, and make decisions in the moment across digital touchpoints.

The situation

NSW National Parks and Wildlife Service supports experiences across some of Australia's most visited natural destinations, serving locals, tourists, families, and accessibility-diverse users. Users were trying to plan trips, understand conditions, and make decisions quickly — often on mobile, sometimes with low connectivity, and usually under time pressure.

Our approach

1. 01Mapped customer journeys around planning, visiting, and in-the-moment needs
2. 02Identified friction points that cause drop-offs and increased support load
   
3. 03Prioritised improvements based on user impact and operational constraints
4. 04Prototyped and tested key flows with real users and stakeholders
5. 05Designed content and UX patterns to support clarity and accessibility

Outcome

Simpler, clearer digital journeys that made planning and decision-making easier. Reduced ambiguity in key flows, improved confidence for visitors, and created a path for ongoing optimisation without needing to rebuild everything at once.

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