Increase in lead conversions
Uplift in engaged sessions
boost to organic traffic
Background
Vocus – one of Australia’s largest network infrastructure providers – engaged Luminary to consolidate its four existing websites into a single, optimised platform. The primary objectives were to streamline internal operations, enhance user experience, and position Vocus as a digital leader in the Australian telecommunications industry.
The engagement came ahead of Vocus’ acquisition of TPG’s Enterprise Government, and Wholesale fixed business, in July 2025. The timeline of the deal completion meant that the build had to be completed within a strict and ambitious timeframe.
The challenge
Vocus operated a portfolio of four independent brand websites across various CMSs (Vocus, Commander, Engin, and Challenge Networks). This led to operational inefficiencies and a fragmented user experience. The existing digital landscape lacked a cohesive brand identity and a consistent approach to content delivery that reflected Vocus’ evolving product strategy.
At the same time as unifying the user experience across all of these brand touchpoints, Vocus sought a partner to unify its digital assets onto a modern, consolidated Enterprise Digital Experience Platform (DXP), with a focus on streamlining content authoring, optimising SEO, and achieving WCAG AA accessibility compliance.
The aim was to find a solution that could not only address current needs but also support future growth and technological advancements. The new platform needed to be able to integrate emerging AI technologies with a Content Experience Platform and Customer Data Platform, to enable Vocus to deliver smarter, more personalised customer experiences for users and handle future business objectives such as ecommerce capability.
What we did
The project started with a comprehensive discovery phase to inform decision-making on a new DXP and an optimised site structure, followed by an expedited build to meet Vocus’ ambitious timeline. Supporting Vocus’ diverse customer base in finding information and products that suited its needs was a core component of the discovery. Redesigning the IA was therefore a vital activity, taking the complex product segmentation, and presenting it in a way that was both intuitive to navigate and easy to understand.
Strategic review
A strategic review was conducted, encompassing market and competitor analysis, immersion workshops, and an in-depth analytics and SEO audit. This provided crucial insights into user behaviour, search trends, and opportunities for optimisation. These insights were summarised into three key areas of focus for Vocus to support organisational growth and help them achieve their strategic goals. The three strategic focus areas centre around streamlining online experiences, enhancing Vocus' leadership position online, and developing website personalisation. Each area had its supporting tactics and articulated customer and organisational outcomes, painting a clear vision for Vocus' elevated online presence.
Platform selection
Technical discovery played a pivotal role, with extensive interviews to understand functional and non-functional requirements, existing integrations, and future platform plans. The discovery process considered factors such as AI capabilities, future-proofing, and support for advanced functionalities including Online Data Platform (ODP) and Content Management Platform (CMP) features. Based on this rigorous assessment, Optimizely One was recommended as the platform best positioned to meet current needs while supporting scalability, innovation and future growth.
Speed of delivery
Luminary leveraged agile ways of working and close collaboration across cross-functional teams to fast-track delivery, ensuring that the timeline for launch could be achieved. Design and development activities were run in parallel, enabling rapid iteration and quick resolution of technical and dependency challenges. This approach allowed the client to receive key functionality earlier than expected, while maintaining quality, readiness for future growth, and meeting customer experience expectations resulting from the merger.
Design system
As part of the engagement, Luminary was tasked with translating Vocus’s recently refreshed brand into a flexible, scalable design system that could underpin every digital experience. This new system was built in Figma, taking a component-first approach to ensure consistency and reusability across all products and touchpoints. The process focused on high-impact content page templates, in line with Vocus’s content strategy, to ensure real world application from day one. Collaboration with the Vocus client team was constant with iterative design reviews, testing and refinement at every stage. Each component was designed with accessibility at its core, ensuring inclusive and compliant experiences across all channels.
A unified platform delivered ahead of schedule
The project successfully delivered a future-proof, unified platform that transformed a fragmented web estate into a single, cohesive, and modern DXP, with the project being delivered ahead of schedule.
Consolidating the four sites onto one platform has dramatically reduced maintenance overhead and technical complexity, while providing a single, cohesive brand voice and visual design system across all of Vocus’ digital properties.
The site launched with impressive Google Lighthouse scores of 92% for SEO, 93% for performance, and 98% for accessibility. Conversions from lead forms are up 40% since launch, engaged sessions are up 60%, and organic search engaged traffic is up 37%.
The Optimizely One platform has also laid the technical groundwork for ongoing digital optimisation by implementing a modern DXP architecture designed for scalability, supporting Vocus’ transition from a challenger to a key operator in the Australian digital infrastructure landscape.
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