Image Credit : Hero images by Nightjar
Project Overview
Vivid Sydney is Australia’s largest event – and the world’s largest festival of light, music and ideas - which annually transforms the harbour city into an outdoor art exhibition with its colourful creative canvas. Understandably, the festival demands a website which reflects this bold and innovative spirit while also showcasing the hundreds of events which run over three weeks. In 2019, we created a sleek new design and enhanced usability of the website to show Vivid in its brightest light yet.
Project Commissioner
Project Creator
Team
Destination NSW:
Nathan Ting - Director, Digital Marketing Services
Nina Malmstrom - Digital Projects Manager
Cassie Knight - Marketing Manager
Marcelo Moreira - Front End Developer
Thom Wilhelm - Drupal Developer
Tinny Nguyen - Drupal Developer
Chris Wild - Digital Producer
Krystel Picton - Project Manager
Nightjar:
Christine Sultana - Head of Operations
Ahmed Meer - Head of Design Tech
Bonnie MacTavish - Head of Experience Strategy
Beau Bradburn - Producer
Harri Dunwell - Product Designer
Raul Taborda - Product Designer
Candice Lloyd - UX Researcher
Wayne Dunkley - Front End Technical Lead
Peter Feltham - Full Stack Developer
Max Celima - Full Stack Developer
Project Brief
In 2019, the brief called for more meaningful personalisation for site visitors, in order to increase engagement as well as guide users through the purchase funnel to convert ticket sales.
An increased focus on Vivid’s Ideas and Music programs was also a key objective. The Vivid app was decommissioned in 2019, and so the mobile experience needed to deliver a superior on the ground experience in its absence.
Project Need
Each year, Vivid Sydney attracts over two million visitors to the harbour city. Visitors need a single source of truth where they can be inspired, book tickets to the hundreds of talks and music events, and plan their visit - taking into account road and station closures, weather conditions, and public transport options.
User Experience
In 2019, our focus was firmly on improving the UX - mainly through a refined navigation, simple filtering system and lightning fast search. User testing was undertaken to inform UX decisions for navigation and by integrating clever and subtle actions within the website we made it easy for users to add events and artists to their MyVivid profiles. Eventbrite integration also allowed for frictionless purchase of tickets through the site for all ideas events. A focus on the mobile experience included seamless maps integration for users to navigate on the ground.
Project Marketing
Vivid Sydney is the largest event managed by Destination NSW and the dedicated marketing reflects this. Traditional ATL is combined with social, digital placements and eDMs, to drive both event awareness, and direct traffic to www.vividsydney.com. This year there was also a focus on smarter use of data and a targeted eDM strategy.
Project Privacy
The Vivid Sydney site launched to the public on 19th March, 2019, and will remain live until the festival finishes on 15th June.
Digital - Government Services
The provision of timely government services has been transformed as applications and sites are developed and implemented to either replace or complement previous methods. Be it the delivery of current and up to date critical information, compliance, community support and engagement, notification and registration or providing greater accessibility to government resources.
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