Our Work Tourism Australia

Customer Experience

The brief

Tourism Australia launched a new publishing platform for the Australian tourism industry. Our brief was to ideate innovative concepts to leverage rich content and new features to improve the B2C customer experience (CX).
  • Customer Experience

  • Analysis

  • Prototype

Tourism Australia faced a gap in information about travellers who engage with Australia.com. There was no meaningful understanding of how to best serve visitors with personalised content without having insight into their travel. The challenge was the lack of visibility of individual traveller metrics and the measurement of the success of integrated campaigns.

Our Approach

Discovery & Prototype

Innovatively onboard individual travellers and build visibility, using personalised, curated content. Design a continuous user engagement strategy using CX design principles and gamification elements to develop detail concept designs.

Customer Journey

  • User conversion through a gamified experience
  • Specialised curated content for travel itineraries
  • User-generated travel journal pre-populated with a user’s itinerary
  • Fun geo-located social AR quests, educational & interactive activities with travel partners
  • Hyper-personalisation, user generated social capital



Conceptual designs for innovative customer experience
  • Greater traveller engagement

  • Visibility of traveller’s plans, activity preferences, travel dates and bookings

  • Insights into the performance of campaign heuristics based on user behaviours and decisions

  • Greater brand awareness through content sharing and new opportunities for user generated content

  • Innovative use of augmented reality to build social capital


  • Greater visibility

  • Social capital

  • Brand awareness

A customer experience designed to capture the pulse of travellers, deliver curated, personalised content and promote travel partners.


What we appreciated most about working with the Lumos team was their broad technical expertise, collaborative working process, and the tenacity to take challenges head on, helping us to achieve a successful outcome.

I would have no hesitation recommending Lumos as a trusted partner in the future.

Dave Rumsey
Chief Information Officer, Tourism Australia