Not an omnichannel wayfinding and engagement solution
Experience Design Lead | 4 months
Just an easier way to plan a trip into nature and make it back safely
Parks Victoria manages 18 percent of the state. That includes national parks, marine reserves, hiking trails, and city gardens, with more than 100 million visits each year. But the digital experience didn’t match the scale. The website struggled to guide visitors beyond the most popular spots, and safety information often got lost in the noise. Once people arrived, they were mostly on their own.
We redesigned the full experience across two touchpoints. The new website helped people discover and plan their trips with confidence. The companion app supported them once they arrived, offering wayfinding, safety alerts, and real-time information. Together, they created a seamless journey from inspiration to arrival and back home safely.
My Role
Helped people get outside without getting lost in the interface
I led the UX and UI design across both the website and mobile app, starting with a focus on the end-to-end park experience. We mapped the progression of visitors from curiosity to planning, arrival on-site, and navigation through nature, then designed digital touchpoints to support this journey without disrupting it.
Ran research to understand how people plan trips and move through parks
Mapped how digital tools could support users and business goals across the journey
Designed and tested ideas with users to see what actually worked
Created a shared design style so the app and site felt connected
Approach
Focused on the walk before worrying about the wireframes
Our goal wasn’t just to build digital tools, it was to understand where those tools could actually help.
Discovery focused on identifying user frustrations, safety risks, and business pressures across both online and on-location experiences. We reviewed existing research, spoke with stakeholders, and analysed global park platforms to see how others supported visitors at scale.
Once we understood where the gaps were, we shaped the role of each product. The website became the planning tool. The mobile app became the guide. Together, they formed one connected journey.
Challenges
Sure, just build a booking tool, a safety net, and a nature guide—what could go wrong?
Over 600 parks, but most traffic hit five
The old site pushed people toward the obvious spots. We focused on showcasing more of Victoria tailored to their interests.
Critical safety info was hard to find and harder to understand
We used strong visual signals, colour, and hierarchy to highlight safety alerts and essential planning details.
Visitors needed help preparing, not just reading
We restructured content based on real user questions: what to bring, where to go, and what to expect upon arrival.
No signal meant no support
The app was built to store key details offline so users could navigate without coverage.
Too many stakeholders, not enough alignment
We used testing and data to validate ideas and align teams around a shared product vision.
Solution
Built for rangers, daytrippers, and anyone without full bars of reception
One journey, two tools
The website helped people plan and make informed decisions. The app stepped in once they arrived, focused on safety, wayfinding, and quick access to essentials.
Designed for scrolls and trails
Navigation and layout were rebuilt for mobile and desktop, with content structured around when and where it was needed.
Content people could actually use
We simplified dense park pages into clear answers. What to bring, where to park, and what to expect upfront, not buried.
Critical info stood out, on purpose
Visual signals like colour, iconography, and banners highlighted safety alerts and real-time updates without overwhelming the page.
Offline, but not out of action
The app stored key content and maps for offline use, so visitors weren’t left stranded when coverage dropped.
A design system that could keep up
We extended the web design system into mobile, using atomic patterns so both platforms felt connected and could scale.
Results
Made it easier to stay on track digitally and literally
83% jump in organic traffic
16% improved bounce rate
Fewer questions, more confidence
Visitors spread across more parks
UX strategy provided more and better structured content, leading to more visitors landing on the site.
Better content structure and navigation helped people find what they needed without giving up.
Support enquiries dropped as key info became easier to find, read, and act on.
Improved targeted content and search helped grow visits to lesser-known locations.