South Eveleigh Digital
The South Eveleigh Digital project was carried out in collaboration with Curio Projects as part of the Heritage Interpretation Plan for the redevelopment of the Australian Technology Park precinct in South Eveleigh, Sydney.
Objective
Conduct user and stakeholder research to present a comprehensive plan for the creation of a meaningful digital experience that celebrates the cultural, social and political history of the South Eveleigh site, all while serving the needs of the broader community.
I was tasked with conducting comprehensive research to identify opportunities for developing a digital product to help users navigate the diverse attractions, events, and offerings in the South Eveleigh precinct.
Process
1.
Discovery
Global Product Benchmarking
Global product benchmarking was carried out on 5 similar platforms to understand the market in which the platform was competing.
Allowed us to identify gaps in the market and opportunities to deliver a successful solution.
Highlighted the success and best practices of leading global competitors in their digital strategies.
2.
Discovery
Tech usage
I created a tech usage report to assist decision making around the technical approach to the platform.
The client had not decided on a technical solution to the digital platform and had initially assumed the solution would be a native app.
This usage report helped gain greater buy in to pursue a web-app solution to save on going maintenance costs and accomodate the largest number of users.
3.
Community Consultation
In depth interviews were carried out to understand the needs and values of the stakeholder community.
Topics were explored at length with participants to uncover potential content and features for the platform.
4.
Persona Creation
Four personas were created to present reliable and realistic representations of the needs, requirements, behaviours and expectations of key target audiences.
Created from the insights of qualitative and quantitative research, along with Mirvac’s Market Research for the precinct.
5.
Content Strategy Recommendations
Created a content strategy that aligned with the business goals and long term vision for the precinct.
Developed a comprehensive guide of recommendations for a content first approach, presenting highly curated and considered content to users.
