NSW Energy Website
New platform
New CMS
Integration of 3 websites across 2 government agencies
Content Strategy
Content Production
The NSW Government undertook a customer-centric approach to content. They merged and rebuilt three websites and CMS into one, creating an accessible, single destination and unifying CMS for all energy-related content for NSW. Their aim was to deliver a great customer experience for the new NSW energy website for residential energy consumers, small businesses and the energy industry.
The Challenge
The brief was to deliver a cutting-edge website that engages, leveraging the latest digital technology capabilities. Considerations for design and functionality needed to combine mulitple sites into one. The new website needed to exceed audience expectations for user experience and technology. Elements that required consideration included:
Consolidate multiple sources of information, advice, tools that exist across NSW Government, making them easier to find and use.
Build a website with scope for the future and one that can be scaled over time.
Create a destination for campaigns, activities, programs, policies where multiple audiences can find useful information on energy in NSW.
Deliver a new website platform that was easy to maintain and build on.
Discovery
Process
We learnt that energy consumers differentiate their everyday ‘my energy’ from ‘energy’ as a higher topic level. In considering the mental model of the primary audiences, a centralised website for residential energy consumers, small business and industry users that functions as a single source of truth for energy policy and a gateway to make contact or to escalate an issue with the NSW government. The recommendation was to model a ‘jobs to be done’ framework reflected in the IA and content across audiences.
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User research uncovered that government isn’t the first point of reference for consumers when it comes to energy, nor should it aspire to be. Consumers don’t associate the government with their everyday experience of energy nor do they trust the government as a source of energy information. In addition, the digital landscape is saturated by NSW and Federal energy websites and campaigns.
For consumers, the focus needed to be on sharing relevant content by leveraging their existing touchpoints, where they are actively thinking about energy instead of expecting them to visit a website.
Impact
This digital transformation project changed how different agencies within the NSW government addressed broad audiences with energy information, creating a single destination and CMS platform.