Rebuilding ipaustralia.gov.au

AANZFTA EWCPIP PE&A Community of Practice WorkshopMay 2013

Where were we?

• We had 14 external websites• Average age of the websites - 5 years• Internal and external hosting with different providers• 35+ business applications• Limited social media and online

engagement• Inconsistent look and feel for

customers• Out of date information• Did not apply user-centred design

How did we involve users?• User Research

– Phone survey with customers, phone interviews with attorneys, online survey with over 1200 responses.

– User journeys confirmed and personas created

• Prototype testing– 20 user validation interviews with external users– Internal feedback from key customer focused areas– Vision Australia testing (to meet W3C accessibility requirements)

• Beta testing– 50 user validation interviews with external users– Internal feedback from key customer focused areas

What did we do?• Supported website users:

– 1 corporate website with content tailored to meet our users needs and consistent user experience

– Expanded use of social media (YouTube, Facebook, LinkedIn, Flickr)

– Developed interactive content to help users understand ‘how to apply’ and an ‘overview of the application process’

• Content governance arrangements– Rewrote all the content in plain-English– Created the same information architecture across all

business areas, e.g. patents and trade marks– Review content annually following formal external user

research

(D)evolution of the web architecture

Where we were

How we rationalised

Where we want to be

Thank youPaul DobsonDirector of Communication and Change ManagementPhone: +61 2 6283 2673Email: paul.dobson@ipaustralia.gov.au