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SERV website
Secure Electronic Registries Victoria (formally Victorian Land Titles Office) / Traffic | Digital - Government Services
Image Credit :
Project Commissioner
Secure Electronic Registries Victoria (formally Victorian Land Titles Office)
Project Creator
Project Overview
A seamless digital interface for an innovative data insights and technology company, a cornerstone of the Victorian economy.
Team
Andrew Begg - CEO / Creative Director Jeremy King - General Manager Laura Simpson - Brand Strategist / Account Director Matt Smith - Digital Director Steven Mitchell - Digital Operations Elex Zhang - Senior Designer Gabrielle Versace - Graphic Designer Tony dos Santos - Senior Digital Designer Josh Mapley - Digital Developer Emily Allen - Digital Producer
Project Brief
Following the brand transformation and creation of a new brand name and visual identity, SERV required a new website design to reflect the new future forward entity.
As a public registry, SERV were required to meet W3C standards ensuring seamless accessibility for users as well as provide easy navigation for multiple functions as mandated part of the role to provide registry services.
The existing site was an archive of content built upon over years of collating downloadable content, adding ‘useful’ information and buried links.
Project Need
The first step was to undertake a content audit to streamline existing content and collate mandatory information to support users.
Understanding the audience and user journey with defined personas helped to define the information architecture, based on the primary services and functions of SERV.
Review of site links and organising these against the customer journey led to a simplification that greatly improved searchability of the site.
The next challenge was consolidating the site navigation against the core service areas to guide users and aid navigation.
User Experience
The primary objective was to design a clean and clear site that demonstrated the breadth of the brand remit as a registry and data insights and technology company but wasn’t overwhelmed by the content and user journeys required and maintain their registry responsibilities.
The process needed to be sympathetic and translate into a design that was sensitive in key areas:
- refined search functionality
- improve site navigation
- heading structure
- text hierarchy
- clear labels, button styles and call outs
- form design simplification
- adaptable modules
- future proof CMS-friendly modules for internal team updates consistently within the set style.
The end result was a site with a clean, clear presentation of content with a clear call-to-action button for bookings, and updated search functionality to support users to find what they need quickly.
Project Marketing
According to client lead Brodie Bott, “to support our organisation’s growth, we needed the new brand to align our purpose for our employees, customers, and government service delivery partners. Key to this was to improve our website, which housed a lot of important information but was difficult to navigate. Traffic helped turn our business strategy, values and vision into a new brand identity that both honoured our past and set us up for a successful future.
An important part of the project was creating a website that reflected our SERV brand. Traffic helped to create a site grounded in our new brand ethos and visual identity that also provides a more interactive and dynamic user experience. Our website resonates with our audience and helps our team deliver better customer service.”
Project Privacy
As a business operating on behalf of the Victorian Government, the strictest processes needed to be upheld throughout the project journey. SERV is committed to respecting the privacy of personal information collected from its website. They are committed to protecting the privacy of your personally identifiable information as their customers use their website.
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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