The NSW Fair Trading provide services directly to individuals and businesses to create a fair, safe and equitable marketplace. In recent years walk-in offices were reduced and their website is now the primary channel to access their services.


The challenge

To create a responsive website that allows a broad range of users to quickly locate legal specific information from over 3,500+ pages of content and PDF documents.



Perform various UX activities that inform and provide baseline measures to ensure that all stakeholder choices are made with the customer’s needs fully in mind.

My role

I collaborated and shared various UX activities with the UX Lead while leading journey map development, test participant recruitment, scripting, synthesis and reporting during the 3.5 month website redevelopment.

UX activities

• Analytics analysis
• Contextual inquiry
• Benchmark testing
• Usability testing (facilitation & scribing)
• Test findings synthesis and reporting
• Stakeholder presentations
• Information architecture (IA)
• Content strategy
• Persona development
• Journey maps and user flows
• Wireframes


• Adobe Illustrator
• Adobe InDesign
• Adobe Photoshop
• Survey Monkey
• Optimal Workshop
• Microsoft Word and Excel

• Sketch 3
• Marvel
• Axure


Delivery a responsive website design that included reorganisation of the Information Architecture (IA) along with elevating primary services that dramatically increased users ability to locate content across a wide range of services. Additionally, participants willingness to recommend the new design based on their experience during testing increased +83 which was measured with the Net Promoter Score System (NPS).

Three road trips, 800+ kilometres and 21 NSW residents collectively provide a heap of context and insights

Contextual inquiries

Site analysis along with call centre data allowed us to identify primary and secondary user groups. It also informed multiple aspects of the our research e.g. recruitment, scripts, qualitative feedback and quantitative data to be captured. Twenty-one 1:1 interviews took place in multiple regions so the results were a broad representation of NSW residents.

Benchmark testing

Along with each participant interview, the hypothesis-led research included a usability test with the existing NSW Fair Trading website. Each participant was given a series of tasks to perform and open-ended questions to gain insights on user flow, usability, behaviours and other key performance factors. The UX lead and myself alternated the facilitation and scribing of each session to minimise any bias of the resulting qualitative and quantitive data.

“It looks useful at first but once you delve deeper it’s actually messy and hard to find information"

Participant feedback

Synthesis of findings

Test observations and findings were synthesised into primary and secondary categories e.g. usability observations, user frustrations.

Reporting of insights

Our hypothesis-led research identified that the primary method of locating information was resoundingly via search engines e.g. Google, Bing. Interestingly this was contrary to participant behaviour during testing as the main navigation was primarily utilised with many participants unable to locate information when tasked.
The synthesis of all findings were included in a 25 page summary report that informed future designs and kept multiple stakeholders engaged through the initial phases of the project.

A wealth of findings inform the next phase of UX activities

Informed UX artefacts

Eight personas (four primary and four secondary) were  informed by the interviews with 21 NSW residents. These personas identified key attributes such as frustrations, motivations, goals (jobs to be done) plus their digital proficiency and preferred devices.
Additionally, customer journeys (one for each persona) were created to track the ‘ideal state’ – from initial circumstance through to the process of engagement and completion via various touchpoints. Both personas and journeys acted as a guide for countless design choices including key areas of the (re)development e.g. Information Architecture (IA), navigation, features, content strategy and organisation.

Designs informed with research findings, personas and user journeys

Mobile first approach

A mobile first approach was taken to insure that the most relevant content and task (jobs to be done) were easily accessible and usable.

Designing with empathy

The personas and journey maps were heavily utilised during the initial phases of design. I had these artefacts pinned up in my work space so that I could continually reference and maintain empathy of user goals (jobs to be done) and the ideal path to achieve them. This guided and informed choices across the entire range of primary and secondary archetypes (users) – from  initial sketches through to final designs.

Key areas of focus

A number of key findings from our initial research informed the many design considerations which were focused on:
  • search visibility
  • elevation of core online services
  • improved navigation and management of third-party links
  • simple and clear visual hierarchy
  • contextual entry points

Final design iterations informed with additional usability testing

A / B usability testing

Two significantly different designs were created and (A/B) testing was performed to maximise participant feedback and clearly understand participant preference regarding usability in the short timeframe allowed. The findings informed design iterations which were then tested in a second and final round of testing.

Synthesis of findings

The synthesis of all findings were included in a summary report that informed multiple stakeholders and final iterations prior to completing the detailed designs.

The outcome – a new design with an increased Net Promoter Score (NPS) of +83

A sizeable improvement

From the initial round of benchmark testing through to the final round of testing, we asked participants their willingness to recommend the NSW Fair Trading website to their friends, relatives or colleagues based on their experience during testing. An increase of +83 points is a considerable and illustrates the immense capability of UX methodologies.
The final wireframes are currently awaiting detailed designs and implementation.