Case Study: DNA Kingston
1. Project or campaign context
DNA Kingston Training engaged us to redesign and redevelop their website as a core business and growth platform, not simply a marketing asset. As a Registered Training Organisation and CRICOS provider servicing both domestic and international markets, their website needed to work hard across multiple audiences, courses and compliance requirements.
The primary objectives of the project were to modernise an outdated and cluttered website, dramatically improve usability, and create a clear, intuitive structure that allowed users to find key information in two clicks or less. The site also needed to increase qualified enrolment enquiries, improve the experience for international students, reduce manual administrative workload, and significantly strengthen SEO performance for Perth-based training searches.
The target audience was broad and varied, including:
International students (17–35) researching study pathways in Australia
Domestic students, including school-based trainees, jobseekers and career changers
Employers and industry partners seeking workforce training and compliance courses
A key challenge was balancing this complexity without overwhelming users. DNA Kingston offers a wide range of nationally recognised qualifications and short courses, each with different entry requirements, fee structures and pathways. The previous website made this difficult to navigate, which directly impacted enquiries and conversions.
2. Strategic approach to creative development and research
Our strategic approach stemmed from their requirement of clarity, structure and user intent. Before any design or development work began, we undertook a detailed review of the client’s brief, course offerings, target audiences and competitive landscape.
Key insights driving the creative direction included:
Prospective students want fast answers to practical questions (courses, fees, entry requirements, pathways).
Different audiences arrive with different intentions, and the site needed to recognise and support those journeys rather than forcing a one-size-fits-all experience.
Trust, professionalism and reassurance are critical in education decisions, particularly for international students and parents.
These insights informed both the information architecture and the visual design. The sitemap was deliberately structured around audience needs (International Students, Local Students, Employers), with consistent course page layouts to reduce cognitive load and improve comparability.
The recent brand refresh provided a strong foundation for the creative direction. We translated the new brand identity into a clean, modern digital experience that felt welcoming, credible and confident, while avoiding clutter or overly promotional language.
SEO considerations were embedded into content planning and page structure from the outset, ensuring the site could perform organically without compromising readability or user experience.
3. Alignment of strategy and creative with the client brief
The strategy and creative execution were closely aligned to DNA Kingston Training’s brief and success criteria.
The requirement for ‘two clicks or less’ access to information directly shaped navigation design, page hierarchy and call-to-action placement. Course information was broken down into clear, scannable sections covering outcomes, duration, entry requirements, fees and application steps.
Strong calls-to-action were integrated throughout the site to guide users towards enquiries, applications and bookings, rather than leaving them at dead ends. Separate pathways were created for international students and local students, ensuring each audience felt the site was built for them.
The brief’s emphasis on reducing manual admin was addressed using structured online forms and centralised access to documents and policies. This approach supports both users and internal staff by reducing repetitive enquiries and email back-and-forth.
Overall, the creative and functional decisions were consistently tested against the client’s stated goals: clarity, conversion, professionalism, accessibility and scalability.
4. Services provided, deliverables, KPIs and project objectives
The scope of services provided included:
Website strategy and information architecture
UX and UI design aligned to the refreshed brand
Full website redevelopment with mobile-first responsiveness
Course and audience-based navigation structure
SEO-friendly page structure and content framework
Online enquiry and application forms
Centralised resource and document areas
Key deliverables included a fully redesigned and redeveloped website, structured course pages across all training areas, dedicated sections for international students and local students, and integrated enquiry pathways.
The project objectives were defined around:
Improving ease of navigation and information discovery
Increasing qualified enquiries through clearer calls-to-action
Supporting international student engagement
Reducing manual administrative handling of common enquiries
Establishing a strong foundation for SEO growth and performance tracking
While specific performance KPIs sit post-launch, the website was built to support measurement of enquiries, page performance and user behaviour, allowing DNA Kingston to track progress against their growth targets over time.
6. Adaptability and stakeholder management
The project was delivered in close collaboration with the key decision-maker, ensuring clarity, transparency and alignment at every stage. Given the breadth of courses, audiences and compliance considerations, flexibility and clear communication were essential.
We adapted our approach as content requirements evolved, particularly around course structures and international student information. By maintaining an open, collaborative process, we were able to deliver a solution that feels practical, scalable and genuinely useful, not just visually appealing.
