Background

The New South Wales Medical Board (NSWMB) has a statutory responsibility to protect the health and safety of the people of NSW. It does this by providing a range of programs and services aimed at ensuring that all doctors registered in NSW are fit to practise medicine at the high standard the public is entitled to expect

Challenge

• Unusable primary navigation with unpopular and irrelevant links
• Unfriendly URLs
• Creative shortcomings
• Website functionality issues

Internetrix Solution

Internetrix delivered an Information Architecture strategy that addressed these key concerns as well as ensuring the information on the NSWMB website was relevant to their key audiences. By ensuring the usability and relevance of the website, Internetrix was able to improve the dialogue between NSWMB and their audiences, turning NSWMB website into a key marketing tool, as shown in the diagram below.

A detailed description of the project is provided.

Information Architecture

Audience Identification & Conversion Points
Internetrix was able to identify two key audience groups along with three additional sub groups, along with their unique information needs and ideal conversion points. This helped the NSWMB website reflect the key needs of their audience and therefore increase likelihood of conversion.
Sitemap & Clickpath Diagrams
In order to ensure usability and logic of navigation for the identified audience groups, and to funnel them towards the desired conversion goals (as defined by the NSWMB), Internetrix devised a website navigation strategy that supported NSWMB’s organizational and marketing goals. These were illustrated by both sitemap & clickpath diagrams.
Wireframes
In order to reflect the audience information requirements for each page, as well as facilitating the overall conversion and navigation strategy, Internetrix provided the NSWMB with a wireframe of each page type. Wireframes basically provide the basic layout of information, navigation and conversion points for a page and help align page design with the overall Information Architecture and organizational strategy.
This essentially provided a framework for the creative elements of the site and helped ensure the new NSWMB site would solve their current problems as well as meet the information needs of their key audiences.

Creative

Internetrix was then called upon by the NSWMB to develop the creative aspects of their website, and deploy Freestyle content management system. Using the wireframes, sitemap and clickpaths stipulated by the Information Architecture report and process, as well as following corporate creative guidelines and branding, Internetrix came up with a number of ‘concepts’ for NSWMB to choose from.
Internetrix then developed the website to ensure the functionality of the website met internet protocols. Internetrix also deployed their Content Management System (CMS) to ensure NSWMB staff could update their site without the need for coding or other high end technical skills.