Melbourne & Olympic Parks
Revolutionising the digital guest experience of Australia’s Heart of Sports & Entertainment.
Client: Melbourne & Olympic Parks | Company: whiteGREY
Background
Melbourne & Olympic Parks (M&OP) is a precinct made up of 5 core venues that host a wide variety of events, from major sporting events like the internationally renowned Australian Open (AO), music and entertainment, to conferences, exhibitions, and galas. There is no surprise that millions of guests visit the precinct every year.
Brief
Re-design M&OP's precinct multi-site ecosystem (6 sites) to cater to their evolving needs including improving
Digital guest experience
CMS efficiency
Ticket sale leads
Digital strategy
Accessibility
Multi-brand Design System
Tension
How can we use digital to add value to guests and help M&OP create exceptional and memorable experiences when we have no involvement in the events themselves and the ticket purchase happens elsewhere?
whiteGREY - Tension Creates Extraordinary
Approach
Embracing a collaborative and transparent approach, we prioritised simplicity, clarity, and consistency in our design principles. Leveraging online collaboration tools and a well-defined UX project plan, we facilitated communication and feedback gathering despite the challenges posed by COVID-19 restrictions.
In the first week, we conducted thorough research, identifying key user personas and defining user journeys to inform the multi-site information architecture. We streamlined our design efforts by identifying reusable components and frameworks, allowing us to focus on three core sites: M&OP precinct, venue templates, and CENTREPIECE.
Design from UX to UI
During the second week, we fleshed out wireframes and page components, ensuring alignment with client expectations and project objectives. By the third week, we developed a comprehensive design system, laying the foundation for a cohesive and scalable digital ecosystem.
Solution
The resulting precinct site embodies a cohesive ecosystem, blending robust information architecture, a smart design system, and innovative coding practices.
Iterative improvements post-launch have further enhanced user engagement and efficiency, setting the stage for ongoing enhancements in collaboration with M&OP.
Finding an event
There are multiple ways to find an event to suit your interest and purchase tickets via Ticketek.
Eat & Drink
Helping you find somewhere to eat based on the venue you’re going to, the type of food you’re in the mood for and any dietary requirements you might have.
Getting here
It’s one thing to be excited about the event you’re going to however planning and/or having quick access to logistical information can make or break your event-going experience.
CENTREPIECE at Melbourne Park
CENTREPIECE's sole focus is on event hosting and venue hire. Planners can easily get information about the spaces and make detailed enquiries. The improved quality of these leads help CENTREPIECE staff begin sales conversations with more insight, improving conversion rates.
Results
Post-launch analysis revealed immediate improvements in website performance, including increased traffic, ticket purchases, and key engagement metrics. Notable enhancements included streamlined navigation, improved event planning tools, and reduced bounce rates. The success of the project has spurred ongoing collaboration between whiteGREY and M&OP, with continuous improvement and innovation.
