apa website revamp.
apa website revamp.
my role :
ux design / ui design
timeline :
2023 - 2024
situation
APA’s digital presence was out of sync with their leading role in the industry. As an "Australian-owned mover of energy," APA needed a website that could energize multiple stakeholders - from curious local communities and demanding customers to watchful investors and regulatory bodies.
challenge
Develop a website that would not only showcase APA's leadership in the energy sector, but also serve as the go-to platform for a diverse audience seeking everything from outage reports & landholder information to shareholder reports.
transformation
This project involved a complete reimagining of their digital strategy, aiming to create an industry-leading website that reflects APA's innovative spirit. By focusing on intuitive design, accessibility, and seamless integration, APA aimed to build a dynamic digital platform that aligns with its forward-thinking approach.
findings & insights
core finding
Reposition APA from a traditional gas‑utility website to a customer‑friendly Australian energy partner.
Lead the transition while improving navigation, interactivity
Clarity on roles and responsibilities, every stakeholder knows what to do and who to reach
Synthesized from 12 stakeholder interviews, LinkedIn survey, heuristic UX evaluation, content analysis & analytics, affinity mapping.
external needs
Highlight electrification and renewables.
Showcase assets and reduce jargon.
Details & maps on projects
Shift from gas to energy
Explain the APA teams
brand cues
Emphasize Australian ownership and challenger spirit.
Focus on human-scale impact.
Serve both B2B and B2C markets.
Be approachable and avoid monopolistic perceptions.
Build confidence as a partner.
internal needs
Make the site more dynamic and interactive.
Improve navigation and search functionality.
Include richer project details and insights on people & culture.
Strengthen mobile usability with a clear role in the transition.
from findings to focus: 6 priority areas
Aligned to APA’s five principles — Collaboration, Impactful, Courageous, Accessible, Nimble.
document management
This includes: Regulatory documents, Technical documents, Policy documents, Investor information & docs
culture & recruitment
Showcase company culture and your policies, which are some of the best in the industry to more users.
investor information
Insight from a researcher at a global investment firm. Researchers need a wide range of information, but they often want to feel that they worked for it.
community engagement
Support communities by highlighting your impact, while integrating RAP across the site content.
emergencies
Ensure users are supported during emergencies and APA is ready when something happens.
where you are and what you do
A key need is to better explain where APA is operating, what you have there, and what the different teams in APA do.
streamlining personas for enhanced focus
We identified common behaviors and motivations, prioritized representative segments, and created personas based on specific use cases instead of demographics.
potential employee’s journey from journey to features / opportunity
where we’ve focused our benchmark efforts
01
how can the website reflect company culture and attract the right people?
02
how can we improve external communications and updates through the website?
03
how can we improve the clarity of maps, technical, regulatory and investor documents?
04
how can we further enhance the website’s navigation and overall UX?
05
how do we showcase commitment to RAP and community engagement?
before structuring the website, we content-analyzed client’s existing materials.
17%
OF TRAFFIC GOES IN ‘ABOUT US’ PATHS
The category is too large, and content could be served elsewhere.
22%
OF PAGES HAVE LESS THEN 200 WORDS
Provide high value content pages and reduce redundant clicks.
22%
AVG. ENGAGEMENT TIME FOR CAREERS
Too attract better talent we need to build out your career category.
36%
OF CONTENT IS HARD / VERY HARD TO READ
Make sure content is easily digestible by better copywriting and page structure.
targeted regrouping of Content & Persona assignment
Integrating existing and new ideas while considering identified personas for effective information architecture.
key soultions
revamped navigation to simplify offering
A fully restructured information hierarchy tim improve find-ability of all content.
document hub for easy multi-access
Easy to use document hub for all audiences to bulk download exactly what they need.
interactive maps to show breadth and impact
A detailed map outlining all of APA’s pipelines, facilities & follow-up documentation.
build for accessibility & scalability
Fully reformatted all content in modular component blocks, tested with full WCAG compliance.
show the pride APA has in its people
Display the community, showing the people, the qualities & the their capabilities throughout.
streamline internal operations
Display the community, showing the people, the qualities & the their capabilities throughout.
get the answers you need instantly
Full reorganisation of content, made accessible in a intuitive navigation panel guiding users to information layer by layer.
Tested with all audiences through extensive tree-jack and usability testing
Mega menu
interactive map to show breadth and impact...
Transform a static PDF and text-based website into a dynamic, explorable map.
Users can explore information visually, zoom in on areas of interest, and discover connections they might have missed in a wall of text.
...guiding to assets details and community impact.
Bringing mundane assets to live through key metrics & stories.
Surface all relatable documents from the hub in-place.
Clearly outline capacity & services for suppliers & regulatory bodies.
never miss an event
Our interactive calendar empowers users to preview upcoming events, add them to your personal calendar with a single click, and even explore past events—complete with recordings and downloadable resources.
streamlined document access by a centralized document hub
Before
After
Instead of hunting through text and downloading files individually, users can now easily locate and download resources—either one at a time or in bulk — with just a few clicks.
create a sense of belonging
Strategically surfacing ‘people’ content throughout the web experience to foster a sense of care and belonging. Employees feel valued and prospects are attracted.
the right contact, every time.
Before
After
We've redesigned the Contact Us page to ensure users connect with the right department effortlessly.
Instead of navigating a confusing list of contacts, users now simply tell us their needs and we instantly direct them to the appropriate form.
a detailed design system to design & build for scalability.
With a token-based design system, we're able to scale our design efforts effortlessly while maintaining brand consistency across all platforms.
Developed in reusable components to streamline content updates and future growth of the website.
accessibility as a leading standard throughout.
The website ensures the highest standard to accessibility to make sure content is accessible to all audiences.
All design elements are WCAG checked during design & implementation.
setting color blindness standards
Leverage cutting-edge tools to test and perfect designs, ensuring exceptional color blindness accessibility
Provides strategies to enhance usability and inclusivity for individuals with color vision deficiencies.
animations to further enhance energy & transition
Throughout the web experience our interactions all embody a form of movement reflecting the the flow of energy of APA.
comparing user surveys from December 2023 to December 2024, there’s been significant improvements.
Design
Soared from 2.32 to
4.58/5
Time on site up
+20%
Usability
Jumped from 3.81 to
4.36/5
Page views up
+33%
“
Our outdated website was not reflective of APA's leadership in the energy sector. Landor delivered a dynamic, user-centric website that has transformed our online presence. The new site has improved navigation, making it easier for our stakeholders to find the information they need. We've seen significant improvements in user engagement and are also realising substantial cost savings thanks to their solutions.
Alexander Legaree
Head of Digital Communications, APA Group