Transforming engagement to empower conservation
Creating clear information pathways to participate in NSW's Biodiversity Offsets Scheme

Simplifying complexity

Over several months, we collaborated closely with internal and external stakeholders to ensure we were tackling the right problems and testing solutions with real users of the Scheme.

This collaboration allowed us to identify key pain points related to the site structure and content. We learned that important information was often buried in long pages of text, making it difficult for users to quickly find the information they needed.

To address these usability issues, we went through a comprehensive research phase to listen to and engage with a range of the Scheme's stakeholders using various research methods, including one-on-one interviews, information architecture, comprehension and usability testing sessions of the website's current state. 

Designing new navigation pathways

With a solid grasp of the Scheme's mechanisms and the website's communication challenges, we used the NSW Digital Design System (DDS) to create clear navigation patterns and design features.

Our strategy and design approach aimed to make it easier for users to:

• Understand the purpose and process of participating in the BOS throughout the information architecture (IA) and content design.

• Quickly access audience-specific information through an improved link structure across landing pages tailored to help users find important details without unnecessary searching.

• Navigate the Scheme's stages easily, guided by web page templates featuring reading and interaction elements like step-by-step instructions and related links to support the goals and tasks needed to comply with the Scheme.

A content strategy to elevate key steps and tasks 

The previous content on the website was laden with technical and regulatory language, making it difficult for users to absorb information. Much of this long-form content was hard to scan or follow, and the IA often made it hard to find important details about how the Scheme applies to different user groups.

We reorganised the IA to guide users through the Scheme's stages and restructured the web page information so that:

• Key messaging and actions are provided upfront through web page headings and summaries.

• The web page designs clearly signposted important steps and tasks needed to participate or comply with the Scheme.

• Every page surfaces the next steps in a reader's journey through our information hierarchy and design patterns.

To make content easier to understand, our Content team worked with subject matter experts to rewrite website content using content design best practices. We focused on clear headings and, short paragraphs, and plain language to break down complex information into easily digestible pieces.

An improved information ecosystem for all

The new website experience transforms the way people engage with the Biodiversity Offsets Scheme information by providing:

• An information architecture that guides people through the stages of the Scheme, including buying and selling biodiversity credits and helps users quickly find the information they need, enabling more self-sufficient participation in the Scheme.

• A user experience that caters to the needs of all stakeholders, from developers seeking to meet regulatory requirements to landholders looking to generate biodiversity credits.

• Clear, accessible and scannable content to simplify complex topics and ensures that even first-time users can easily navigate the Scheme and the website.

• Improved user journeys that guide users step-by-step through their most common tasks, from estimating credit prices to learning how to get involved in biodiversity stewardship.

This transformation has done more than just improve access to information; it empowers stakeholders to participate in the Scheme and take meaningful action to conserve NSW’s biodiversity. 

Learn about the Biodiversity Offsets Scheme on the Environment and Heritage website.