ATDW Portal Redesign

The Australian Tourism Data Warehouse (ATDW) distributes 50,000+ online profiles through their API feed. Their portal is used by 40,000+ small-to-medium sized tourism businesses every month. It had been more than 12 years since their last redesign, and what was best practice, efficient, and market-leading back then was no longer serving the small team of 10 who work to serve the Australian tourism industry. Combine these stats with the fact that Australia earned $35.14 billion Aussie dollars from tourism in 2022, and you can easily see the need for a redesign to cash in on all those lost conversions from a poor UX!

In a 15 week UX Design phase, I lead a team of 1 UX designer and 2 BA’s to engage over 150 end users and 10 client-side technical and non-technical stakeholders to co-design the Minimum Viable Product for the ATDW portal. Through this process we were able to help the ATDW identify and digitise their core manual processes, improve the quality of data in the feed through better form design, and elevate 9 of their highest priority customer-facing journeys to improve acquisition and engagement.

The redesigned portal is more than an improved UI – it’s an improved value proposition for ATDW that will improve the quality and value of their API feed, and attract more customers in all segments. They will benefit from an improved brand perception, making it easier to attract talent, and in future the redesign helps to make their portal a more commercially viable offering with potential to WhiteLabel.

With their previously manual offline processes now digitised, it frees up time for ATDW staff to focus on adding value where it counts. ATDW can now sell their more presentable product in the market – especially to businesses who now get access to 7 newly designed BI Reporting dashboards, providing them with rich insights that support their success on the platform.