Darling Harbour

An extraordinary experience for an iconic destination

Overview

One of Sydney’s most iconic destinations, Darling Harbour is a loved part of the city’s DNA. To reflect the colour, vibrancy and fun of the Darling Harbour experience, Place Management (NSW Government) engaged Adrenalin to deliver a mobile-first website platform which would showcase the magic of the precinct through best-practice design-thinking principals, helping to drive overall footfall and visitation.

What we did

Digital product strategy
User research
Customer journey mapping
Prototyping & MVP
Web & mobile design
Data & analytics
Enterprise website development
Digital transformation

220%

Growth in Organic Acquisition

4x

Increase in conversion targets

SEO

Exceeded SEO targets

Mobile-optimised User Experience

The new Darling Harbour site needed to be built on the principals of persuasive architecture and facilitate “quick-fix” content consumption, especially across mobile. Leveraging user-testing insights from the sister platform designed for The Rocks precinct, Adrenalin worked in a lean UX and agile build environment which allowed the UX and development teams to create and test various components of the site as it was developed, constantly refining the solution and validating against client and user feedback.

Intelligent geo-based functionality

Highly relevant location data and visuals are served based on the user’s interests and physical location. The site leverages intelligent geo-location services to allow key audiences (Sydneysiders, and tourists) to easily find information and inspiration on precincts, retailers, events and special offers. Theming was implemented using a global variable defining the theme type that is then interpreted by React and CSS

Bringing the Darling Harbour Precinct to life

In the increasingly competitive tourism, food and retail categories, where user-centricity, convenience and innovation drive adoption and loyalty – Adrenalin identified an opportunity to create an industry-defining design experience for Darling Harbour which would “hero” the many events and activities throughout the precinct whilst still remaining true to the parent brand.

Vibrant design for a Sydney icon

A highly engaging digital identity was created to unite the physical and digital precinct visitation experiences. Taking visual cues from the modern and newly-revamped precinct area, the website design reflects the latest in best-practice creative theming. Married with contrasting typefaces – pastel palettes paired with a bright mix of sharp elements - the site delivers a truly unique user experience.