1. Rebuilding ipaustralia.gov.au
AANZFTA EWCP IP PE&A Community of Practice Workshop
May 2013

2. Where were we? We had 14 external websites
Average age of the websites - 5 years
Internal and external hosting with different providers
35+ business applications
Limited social media and online engagement
Inconsistent look and feel for customers
Out of date information
Did not apply user-centred design

3. How did we involve users?
User Research
Phone survey with customers, phone interviews with attorneys, online survey with over 1200 responses.
User journeys confirmed and personas created
Prototype testing
20 user validation interviews with external users
Internal feedback from key customer focused areas
Vision Australia testing (to meet W3C accessibility requirements)
Beta testing
50 user validation interviews with external users

4. What did we do? Supported website users:
1 corporate website with content tailored to meet our users needs and consistent user experience
Expanded use of social media (YouTube, Facebook, LinkedIn, Flickr)
Developed interactive content to help users understand ‘how to apply’ and an ‘overview of the application process’
Content governance arrangements
Rewrote all the content in plain-English
Created the same information architecture across all business areas, e.g. patents and trade marks
Review content annually following formal external user research
IA is quite different – task driven and driven by the way users seek information

5. (D)evolution of the web architecture
Where we were

6. How we rationalised

7. Where we want to be

9. Thank you Paul Dobson Director of Communication and Change Management
Phone: