Our vision : We are the most relevant digital presence of all Australian cultural institution.
This vision determined our redevelopment objectives:
—Put the NFSA Collection at the forefront
-Aggregate content from multiple sources to one site: NFSA.gov.au
-Design for mobile first
-Showcase content in line with modern user expectations
-Package content to enhance social media engagement
-Make it beautiful
As a key component of the organisation’S brand refresh, the new website must sell the vibrancy and diversity of both the NFSA brand and the collection that sits at its core. The site must be mobile responsive, put the collection at the forefront, be simple and intuitive to navigate, welcome everyone to discover the NFSA and explore the national audiovisual collection in exciting ways.
As a government agency, we have a responsibility to all Australians so our target audience is extremely broad. In addition to the general public interested in exploring Australia’S audiovisual heritage, the website would have to cater to existing NFSA clients and stakeholders, including industry professionals, researchers and academics, teachers and students, and experts working in the galleries, libraries, archives and museums sector. It therefore needed to live outside of government website expectations and deliver a relevant user experience.
Our strategy was the creation of digital accessibility through consolidation of collections. In order to achieve this, we worked to:
-Undertake a complete review and redesign of the website navigation and information architecture to create a more engaging and discoverable user experience.
-Facilitate the discovery and creative reuse of rich assets within the collection by placing them higher in the hierarchy of the website
-Create a curation platform for the 2.3 million assets within the collection, allowing them to be grouped together in curated showcase experiences.
Following the launch, traffic to the website has experienced an increase in unique visits and pageviews.
The media campaign reached over 2.2 million people in Australia including national news coverage on Ten News National, Studio Ten, Sky Business News, ABC Online, Fairfax and News Limited networks, ABC Radio, Nine.com.au, among others. The associated social media multiplied our reach and engagement.