Brett Gullan

CarAdvice.com.au and Drive.com.au are automotive marketing platforms owned by Nine Entertainment Co., one of Australia’s largest media organizations. CarAdvice publishes comprehensive news and reviews of new cars released into the Australian market, while Drive provides an online marketplace for the sale of new and used vehicles.

This project required extensive audience research, market, and competitor analysis to develop a product strategy that leveraged the key strengths of the two businesses, with a view towards a position of long-term growth in a highly competitive market.

We developed an extensive customer journey map and a deep understanding of new and used car purchasing behaviors, together with the identification of key purchasing heuristics and types. This provided the foundation for the combined platform that supports customers at all stages of the car buying process, from the initial trigger, through investigation, purchase, and ownership.

Together with the product strategy, we developed a detailed technology roadmap for consolidating back-of-house operations, including a unified content management platform, streamlined advertising operations, and multi-channel lead capture and delivery.

AustraliaPlus.cn was a unique partnership between the Australian Broadcasting Corporation (ABC) and Shanghai Media Group to establish an ABC-produced Chinese-language news media website inside China.

There were several significant challenges presented with this project.

We needed to deploy a completely new, stand-alone content-managed web stack into China. As this was a site intended for a local Chinese audience, it had to operate behind the "Great Firewall," yet be managed from the ABC offices in Sydney/Melbourne. The project also required seamless delivery of editorial content, images, audio, podcasts, and on-demand video.

To achieve this, we established an automated, continuous deployment pipeline to update the production site in China from the editorial operations site.

We developed a unique visual design for the site that synthesized the new ABC brand identity and design language with an aesthetic in keeping with audience expectations.

We also implemented a Craft CMS to support a rich content-model and the needs of a team of Chinese language editors to produce content for the site.

As the product owner and project lead, I was responsible for overseeing the successful delivery of the project.

The Australia Network (now ABC Australia) is the international TV service operated by the ABC and available via satellite to audiences in the Middle East, Asia, and Pacific regions. This project involved the redesign and relaunch of the companion website, including a localized electronic program guide (EPG) together with a comprehensive OTT catch-up TV service.

My Role:
• Created the UX and IA design with particular emphasis on the design of the online TV schedule (EPG) and program catalog.
• Oversaw the responsive user interface design for the revised website, with a focus on mobile and tablet device usage.
• Led the technical architecture for the video delivery platform, including evaluation and selection of external providers, together with the integration of internal systems to automate Ingestion and availability of master video files.
• Provided project management and leadership of the delivery team.
• Managed stakeholders and liaisoned with external providers, ABC management, broadcast operations and scheduling, content, and technology teams.

The original branding has been replaced, however, the core UX and IA work of this project have been retained in the rebranded ABC Australia website (linked).

The Crow's Flight is the name given to the trail followed by almost 100 allied soldiers as they escaped from Slovenia’s Stalag 18D prison camp. It was the largest successful escape of WWII. The trail has now been adapted into a stunning eco-adventure tourism destination.

For this project, I developed a brand identity and marketing strategy together with the founders and stakeholders from the business. I developed a technology architecture for the e-commerce website and related on and offline marketing campaign. I also designed and led the development of the core website platform.

The website platform was built using Craft CMS and Craft Commerce and features a comprehensive breakdown of each stage of the trail. Customers can select and place bookings for any of the multiple boutique holiday packages. Payments are processed through a Stripe gateway integration.

Sealite is a manufacturer of nautical navigation aids used by the maritime industry, with global clients including commercial ports, harbor authorities, and the US Coast Guard. The company was seeking to increase its value proposition by expanding into a vertical solutions provider.

I developed a product strategy, gathered requirements, and designed a solution architecture that would facilitate the ongoing, post-purchase management of their products in the field.

The strategy was two-fold:

• Develop a platform that would allow clients to manage a registry of all their navigational assets. It needed to have their geographic position, including shipping lanes many nautical miles out to sea, detailed product information (model and serial numbers, etc.), and complete service history.

• Build a mobile application for field service technicians. The app design must allow technicians to download a list of assets and histories while adding servicing information in the field. It had to work offline and asynchronously as many assets were out at sea and out of network range.

I led a UX and development team to develop a working prototype of the solution successfully.