A New Digital Era for an Iconic Melbourne Landmark
Queen Victoria Market has been a part of the fabric of Melbourne city for over a century. Located across two blocks in the heart of the city, this historic landmark provides a wide-ranging offering including Australian fruit and vegetables, local and imported gourmet foods, cosmetics, clothing and souvenirs. The bustling market is an essential destination for tourists and locals alike, with the Winter and Summer Night Markets drawing large crowds to a mixture of pop-up food stalls and live entertainment catering to all walks of life.
QVM engaged Yoke to create a revamped online platform through which users could easily find information about the diverse services they provide. One of the key objectives of the project was to build a website that placed emphasis on usability, with an intuitive site navigation that catered to a broad range of user needs. Of course, such an iconic Melbourne institution also needed a design that would clearly define not only the brand’s essence, but also the atmosphere and experience of the markets themselves. Not only that, it needed to be accessible and understandable to a global audience.
With a focus on IA and UX informed by analytics data and behavioural insights, Yoke built a website that more accurately reflects the QVM brand and makes it easier to discover the market’s offerings. The website has a unique interactive map and search functionality that allows users to find information about the diverse selection of shops and stalls, with a mobile-first UX approach – the device of choice for QVM’s thousands of daily visitors. Within the first week of launch, revenue from the website increased by 47%, with a 34% lift in the overall conversion rate.
“Marah, Ben and the team at Yoke have been an absolute dream to work with. The project was delivered with passion, on time and on budget and we could not be more thrilled with our site! I would not hesitate to recommend Yoke to any business or organisation.” – Marianne Mewett, QVM Marketing Manager