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+61 (0) 3 9103 1413

1300 720 705

The Dream Factory
Level 3, 90 Maribyrnong Street
Footscray VIC 3011

+44 (0) 207 566 3939

Chiltern House Business Centre
45 Station Road, Henley-on-Thames
Oxfordshire, RG9 1A

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APAL is the national peak industry body and the national representative for Australia’s $600 million apple and pear industry.

  • UX/UI
  • Website

APAL started working with 2 Dam Creative in April 2019 on a project to redesign their content-heavy site, improve the user experience and make it easier to search for and find their articles.

The project involved understanding the website users needs to inform how we would structure the information architecture. This included:

• A Discovery phase to define a clear strategy for the new site

• A comprehensive SEO audit to ensure that the new website improved on rankings

• Creating impactful page layouts with interactive features and optimised UX

Discovery workshop

The priority for this project was to ensure that APAL’s new site was built with a full understanding of the company’s objectives and to ensure that it satisfied the needs of its many stakeholders and target audiences. While the website would primarily need to serve Apple and Pear growers, it also needed to cater to a range of other users including potential exporters, students, teachers and scientists.

In order to fulfil these requirements, we started the project with a collaborative Discovery workshop with the various stakeholders. From there, we carried out a comprehensive analysis of similar Associations, Apple and Pear Associations from around the world and other benchmark sites. We then produced qualitative and quantitative user research and compiled a detailed SEO audit.

You can read more about our Discovery workshops here.