THE UNIVERSITY OF MELBOURNE
Reimagining the digital experience for the VCA and MCM merging into the Faculty of Fine Arts and Music.
PROBLEM
The Faculty of Fine Arts and Music was transitioning as the new home of the Victorian College of Arts (VCA) and Melbourne Conservatorium of Music (MCM). Our team collaborated with the Faculty to understand the needs of students, staff, and partners, delivering customer insights, a digital service journey, and an implementation roadmap to guide the redesign of their online experience across five websites.
APPROACH
We began by unpacking the merger’s objectives to understand the motivations and goals of both the faculty and the University. Through interviews with staff, students, and partners, we assessed the impact and needs of each cohort. Scoping workshops with faculty, staff, and students helped us map journeys and expectations, while digital journeys were mapped to evaluate how digital tools could support and educate each group over the 6+ months of the merger. Collocating with the faculty allowed us to immerse in their day-to-day operations, offering mentorship to integrate journey maps, stories, and digital assets into their information architecture and content. We guided their digital strategy and supported the vision, helping inform daily decision-making as the five websites transitioned to a new brand identity.
OUTCOME
We delivered an MVP service journey blueprint to enable the faculty’s redesign of their five websites, focusing on key customer cohorts. A digital implementation roadmap was created to support the Faculty’s online experience transition, and user stories, patterns and IA were designed for delivery teams. Additionally, we facilitated a capability uplift of human-centred and strategic design methods to enhance their digital experience ecosystems and ensure the growth aligned with value propositions.
