Campaign For Wildlife

The National Wool Museum (NWM) is a national museum that celebrates cultural and significant events in the Greater Geelong region.

– Strategy
– Digital Design


The London Natural History Museum launched its Australian tour in Geelong with the Wildlife Photographer of the Year. The museum challenged Fluid to develop an off-site promotion of the exhibition that would engage and delight local visitors with some incredible examples from the 100 images on display at the museum.


Fluid worked alongside a UX research partner and communications team. The project commenced with a content audit and strategy, and a plain-English workshop for staff and project sponsors, to inform a rewrite of the website. A series of user analysis observations including interviews, surveys and focus groups helped to identify user needs. The team then used a final report of the findings to create four distinct user personas to develop user journey maps.

Finally, Fluid created prototype wireframes for user testing based around audience needs, ensuring that the most common paths and requirements were simple to navigate. With testing complete Fluid developed the design of the site, ensuring it met all existing Brand Victoria design guidelines, without compromising on the experience of the audiences.


The new design transformed interaction with the site into a positive, modern user-experience. The new site significantly minimised the time, and effort users spent finding and understanding vital information. Completing transactions was substantially more convenient for users, reducing the number of calls and emails to the WWC Check Unit's Customer Support team.

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