Australia’s domain name system administrator unveils new website, CX design via Thinkerbell
auDA, the not-for-profit administrator of the .au domain name system, has launched a new website to easily connect with Australians, with the digital customer experience (CX) design developed by Thinkerbell.
The new site allows Australians to easily choose .au domain names, find information about auDA and its work, and build on the administrator’s brand trust and loyalty.
Websites with a .au domain are more trusted by Australian consumers online than those without, according to auDA research, and the enhanced CX journey hopes to uphold this good governance. It reinforces auDA’s purpose and impact, which both lie at the heart of the new site.
Features, developed by Thinkerbell, include a new design language, reworked user journey, renewed content, and improved digital tools, which all recognise auDA’s expertise at the forefront of technology.
Thinkerbell’s CX capabilities were heavily boosted towards the end of the 2024, when it acquired Melbourne-based indie agency Hardhat.
Founded in 2005 by Dan Monheit – who is now a partner in Thinkerbell and has taken on the role of chief CX thinker – Hardhat had also been at the forefront of technology, helping brands and businesses go digital.
“auDA’s new website delivers on auDA’s purpose to administer a trusted .au for the benefit of all Australians,” said Bruce Tonkin, CEO of auDA.
“auDA worked collaboratively with the Hardhat [now Thinkerbell] team to improve our user experience and the accessibility of content on our new website, allowing everyone to better engage with auDA’s initiatives and access information about .au and auDA.”
Executive CX tinker at Thinkerbell, Reece Ryan, added: “Every site requires a level of audience consideration, but it’s not often that the audience is ‘the whole of Australia’.
“We relished the challenge and responsibility of delivering an experience that was befitting of the peak body for all things .au in Australia and adding ‘Measured Magic’, with the support and validation of user testing, to experiences that could easily be boring and transactional.”
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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