Driving Behavioral Change Through Engaging UX – Sydney Water's Water Wrap
Objectives
- Improve user engagement and dwell time
- Incorporate interactive components (e.g., bill estimators, targeted content) to encourage behavioural change.
- Make complex water data and regulatory content more digestible and visually appealing.
- Improve SEO visibility and traffic.
- Align with Sydney Water’s branding guidelines, but create a more dynamic and engaging experience than existing pages (e.g., WaterNSW)
Redesign of SydneyWater
- Our ROLE
Key Responsibilities
Led discovery and UX strategy, facilitated a hybrid stakeholder workshop, and delivered high-fidelity wireframes with actionable design recommendations balancing business goals with user needs.
Discovery Workshop Lead:
- Designed and ran a 90-minute hybrid workshop with ~12 stakeholders (mix of in-person and remote).
- Developed workshop exercises including empathy mapping, “must-have vs. nice-to-have” prioritisation, and competitor review.
- Aligned all stakeholders on core goals, user needs, and success metrics for the new landing page.
Research & Insights:
- Identified pain points of the current Water Wrap content: low engagement, poor traffic, lack of interactivity.
- Analyzed competitors (e.g., WaterNSW) and provided benchmark inspiration.
Strategy & Recommendation
- Delivered a post-workshop summary deck with clear recommendations on structure, design opportunities, and content gaps.
- Proposed must-have features: simple interactive modules, behavioral nudges, plain-language content, and reusable components.
- Suggested future enhancements: personalization, gamification, and long-term content strategy.
Design Leadership
- Led mid-fidelity wireframe design for the Water Wrap landing page, focusing on engagement and clarity.
- Collaborated with Ribbon Gang’s dev team to translate UX concepts into feasible solutions.
- Created interactive components aligned with Sydney Water’s style but with a modern, fresh twist.
Scope of Work and Timeline
All the activities involved in this project displayed over a 02 months timeline
Discovery & Alignment
UX Exploration & Design
Using insights from the discovery phase, we redesigned key workflows and mid-fidelity wireframes. Collaboration with teams to better understand the design requirements.
Hi-fi UI & Handoff
We are in process of finalising he scalable UI designs, refined component consistency across the websites of Sydney water, and documented patterns for handoff. Estimated delivery is in August.
Scope of Work and Timeline
Easy to Navigate
What We Designed:
To remove the flow confusion and to help the user reach the goal with one click. We redesigned the top navigation bar. In top navigation we filled the items that are more concerning for the users like account & billing.
Problem:
Previously, users had to scroll all the down to the page to find out the information about the billing and other concerns.
How It Helped:
- Improved cognitive recognition
- User can quickly scan and find information
- Saved user time and efforts
User Engagement and Conversion
What We Designed:
A small interactive quiz was designed to engage the user on the website. To let the user know about he importance of water and also convert them in the customer.
Why It Mattered:
Lack of design element that motivate, engage, and convert the users into customers.
How It Helped:
- Engage the user
- Improve the knowledge of the user
- Help in conversion
Building Awareness with Visuals
What We Designed:
We provided important information with visuals and stats, to engage the user and make it easy for them to read/scan information
Problem:
User don’t read text heavy and boring paragraphs on the website.
How It Helped:
- Quickly scan information
- Visually appealing
- Less text, means less frustration for the users
- Videos can help user to watch and engage
Sydney Water Website
Key Takeaways
