Helping BEDA deliver on destination Brisbane
Brisbane Economic Development Agency engaged Aceik to implement a wholesale Sitecore platform upgrade alongside bringing destination Brisbane to life through their new brand.
The brief
Brisbane Economic Development Agency (BEDA) required a rebuild and consolidation of its four main websites: Visit Brisbane, Choose Brisbane, Brisbane Event Planner and the main Brisbane Economic Development Agency website. The new websites needed to rival domestic and international destination sites, improve and simplify authoring and administration and take advantage of Sitecore's personalisation capability from day one.
Sector
- Government & Tourism
Services
- Strategy
- UX
- BED
- FED
- Personalisation
- Delivery & Support
Tech stack
- Sitecore v10.2
- Headless
- SXA and JSS
- Next.js on Vercel
- Managed Cloud
The challenge
To modernise a tired digital presence both in terms of platform/build as well as the user experience. The BEDA suite of websites no longer represented Brisbane as a destination of choice, or the work that BEDA does to promote it.
A new brand and the need to upgrade to a new version of Sitecore presented the opportunity to completely reinvent BEDA’s digital presence.
Design & UX
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Building a strategic relationship with key stakeholders from day 1
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Deep user lead discovery to establish UX direction
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Behaviour based and user led
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Bottom up IA approach focused on understanding true organic and targeted user journeys
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Iterative and sprint based approach to ensure continual improvement between Lo-fidelity to Hi-fidelity
Technical / Delivery
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Understanding and optimising for the various required data sources and integrations including ATDW
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Implemented a headless approach
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Multi site theming to improve authoring efficiency across all three new websites
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Reusable components and composable pages across all three new websites
Optimisation / Strategy
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Followed Sitecore SBOS methodology
UX lead discovery
A focused and lean workshop lead UX deep diver into the BEDA, both business and user needs, asking a lot of Who and Why questions…
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2 days of workshops with key stakeholders to identify behavioural personas and key journey maps and early scope and personalisation opportunities
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Capture of blue sky thinking for future roadmap
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Content audit across all sites to establish a consolidated IA
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Established a draft IA and validated through user testing
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Lo-fidelity designs used to iterate and refine scope
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Hi-fidelity realisation of the new BEDA brand across three domains
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Showcase driven approach was used to rollout the final design detail and refine the final Hi-fidelity design system
Build (tech and delivery)
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Agile sprint based delivery
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Headless architecture
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Sprint based showcases and testing iterations
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Full QA and UAT release cycles
Optimisation
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2 workshops with key stakeholders to map out strategic framework, engagement value scale, taxonomies, profiles, campaigns, and testing and personalisation tactics.
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Implemented a suite of ‘quick win’ tactics to build capability, prove results and get buy-in to always-on ongoing optimisation
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Also, rebuild analytics framework as part of migration from UA to GA4, with great results.
Outcomes
We delivered a cutting edge implementation of BEDAs new ‘Brisbane’ brand across a multi-theme, multi-site solution that empowers content authors and takes advantage of the power or personalisation from day one.
Aceik have done a great job of taking their understanding of Sitecore and how to make it work for BEDA’s needs. While the tech stack change was huge, the workflows for BEDA have been seamless so not that big an internal transition.
Lauren Boustead
Senior Manager, Digital Platforms & Performance
Thank you
From the project team at Aceik thanks to Lauren, Senthil and the whole BEDA team for their contributions and insights during the project.
Visit visit.brisbane.qld.au
