The OneCX program is transforming the digital experience of NSW Government. It's making it easier for customers to access the information they need, without having to understand or navigate the structure of government.
The Women NSW migration to nsw.gov.au included their main website, plus a new home for events listings for NSW Women’s Week.
When Assistant Communications Advisor for Women NSW, Andrew Tsanadis came on board the migration, he saw the value of the OneCX program. Having all NSW Government departments utilising consistent branding and designing a stronger user experience on one unified website just made sense, especially from a SEO (search engine optimisation) perspective.
“No NSW Government department website should feel foreign to another. ‘One team, one dream’. It really portrays and perpetuates a level of trust and integrity.”
Women NSW wanted to tackle four key areas as part of its site migration:
- Boost content quality by removing/uplifting existing outdated site content.
- Shift content to a new location in response to the internal restructure within Women NSW.
- Improve analytics capability and quality.
- Improve findability and discoverability of information.
The migration process
Using Agile methodology, the project team held daily scrums, which is essentially a quick check-in meeting. This gave visibility and a clear understanding of everyone's roles, their progress, and the continual testing and learning. It was an opportunity to ask questions and understand how and why decisions were made.
The page design aligned with nsw.gov.au and still allowed for Women NSW’s identity to shine through. A visual design approach maximises audience impact. User research, content audits and customer mapping informed decisions. Accessibility was also top of mind to cater to all customers.
An improved customer experience
The OneCX program provides an opportunity to review an agency’s online presence and consider the habits and needs of the audience.
As part of the process, we established a content strategy and information architecture. As a result, we reduced the number of pages by 59% meaning less duplication of information and clear user journeys, improving the overall customer experience. We also increased the pages’ accessibility to 95%, 13 points above the government sector benchmark.
The landing page is now integrated with the NSW Government Grants and funding finder. This enables customers to see relevant grants and click through for more information.
We developed an events listing tool for Women's Week. This allows users to filter events by keyword, location or date, reducing customer search time. Toolkits (Return to Work, Women’s Financial Support were created so customers can easily access information in one place.
A key benefit of the OneCX program is the capability uplift of staff. As part of each migration, we provide training to maintain the content on agency pages. The Women NSW training cohort of 16 received training on the content management system (CMS) and Google Analytics. The latter equips them to make content decisions based on customer insights.
OneCX program satisfaction
The OneCX program enables agencies to refresh their online presence. Additionally, the program aims to develop a trusted working relationship with stakeholders.
At the end of each migration, we conduct a customer satisfaction (CSAT) survey with stakeholders and project teams. Women NSW recorded an 87% CSAT score. Their feedback highlighted the effective communication with the team and the site delivering a good user experience for their customers.
"The team were great to work with, stakeholders very happy with the outcome"
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