The Australian Maritime Safety Authority (AMSA) plays a critical role in keeping Australia's maritime environment safe, secure and clean. But to continue to do this effectively, its website needed to evolve. Working with our trusted partner Avian, we helped deliver the business case for the redevelopment of the AMSA website, combining user insights, interface design and technical feasibility to shape a clear path forward. This wasn't about a cosmetic refresh. It was about redefining a future digital experience that would better serve AMSA staff, industry and the broader public.
Before jumping into detailed design, we created early solution screens to test and validate potential features with users.
We created rapid mock-ups to focus on clarity over polish. The purpose was to understand where value could be added and identify which features would have the greatest impact for users.
By testing early, we ensured proposed improvements were grounded in real user needs rather than assumptions.
Once priority features were confirmed, and the future direction of the website articulated, we developed mid-fidelity wireframes and clickable interactive concepts to bring the vision to life.
These designs were exploratory and strategic. They illustrated how AMSA's digital experience could evolve over time and become more intuitive, responsive and aligned with modern expectations.
The concepts were informed by:
We presented the concepts to internal stakeholders as a clear, tangible representation of the future platform, helping align teams around a shared digital vision.
This thinking extended to a personalised 'Your dashboard' concept within MyAMSA, giving users a single place to track saved resources, tasks and account details relevant to them.
Beyond functionality, we explored how AMSA's digital brand could evolve.
Using existing brand assets as a foundation, we developed a 'clean skin' interface direction that pushed the visual system further, imagining a more flexible, contemporary brand for digital interfaces.
The goal wasn't to redefine the brand, but to demonstrate how it could scale and adapt across a future-ready platform.
A strong vision needs the right technical foundation.
We conducted a detailed technical feasibility assessment, evaluating six potential CMS platforms for AMSA's future digital ecosystem. This resulted in three recommended options for the final business case.
Our evaluation considered:
The result was a clear, evidence-based set of recommendations to guide decision-making and platform investment.
Our recommendations were grounded in research, shaped by design and backed by technical rigour. This approach provided AMSA with the foundations they were seeking for a more accessible, scalable and future-ready digital platform.
