WHAT’S ON Melbourne + Digital Street Art Tour
Redesigning Melbourne’s
go-to guide for events, food and culture.
Design challenge
To redesign ‘WHAT’S ON Melbourne’ to modernise the city’s digital brand and create a seamless experience for locals, visitors and the teams who bring it to life.
Designing a new way to explore Melbourne.
‘WHAT’S ON’ is the City of Melbourne’s official website for showcasing local events, attractions and businesses.
With more than 10 million visitors a year and over a million social followers, it’s a trusted guide for discovering the best of the city.
We redesigned the site to improve usability, accessibility and visibility across thousands of listings — creating a smoother experience for the public and simpler workflows for businesses and teams.
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The City of Melbourne’s WHAT’S ON platform is one of the city’s most visited digital destinations — but the content structure and user experience had become fragmented over time.
I joined the team to lead content design and strategy for a full website rebuild, while also co-creating a prototype for a digital walking tour celebrating Melbourne’s street art.
Users
Locals and tourists
Businesses and event managers
Internal marketing, tourism and event teamsAudience size
10 million visitors a year
1 million+ social followers -
My Role
As Senior Content Lead, I was responsible for content strategy, team management, IA and user research. I also worked closely with designers, developers, marketing teams and executives to bring new concepts to life.
What I did
Managed a team or editors to audit and restructure over 5,000 business and event listings.
Collaborated on a new information architecture and site design that improved discoverability and reduced dead-ends in user flows.
Designed a content framework to display blog posts with complementary listings, making it easy for users to discover relevant content.
Developed new content guidelines templates and SEO strategies to improve content and search ranking during and after the rebuild.
Co-led user research and prototyping for a digital street art walking tour, working with the tourism team to blend editorial content with mapped experiences.
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Impact
Delivered a refreshed site with clearer categories, mobile-first layouts and a more usable CMS.
Improved page rankings and decreased bounce rates post-launch.
Laid the groundwork for interactive, place-based experiences that extend beyond static event listings.
Based on user feedback and research on the street art tour, we:
built a digital version of the street art tour
developed new content and sourced new images
decreased the number of stops and the order of them
built an interactive map feature
tested the digital version at the City of Melbourne Visitor Hub.
New ways to explore
I worked closely with the UX Designer and Product Owner to test and refine prototypes, making sure the filters, categories, content, and navigation all felt intuitive and easy to use.
There have been changes to the website since then. But this is how we launched it in 2020.
