Reactive was commissioned with the task of showcasing the distinctive new identity on the web.

Reactive worked closely with MCEC on a complete user-centric design process. This began with an extensive user profiling workshop that documented user’s needs, wants and interactions. This blueprint outlined core requirements which in turn defined the key performance indicators (KPIs) that would measure the Web site’s success.

The Information Architecture phase saw the development of a re-defined simple four section sitemap, wireframes and interactive prototypes. Reactive partnered with UsabilityOne to conduct 20 sessions of one-on-one functional task based testing.

Reactive proceeded to tackle the challenging yet exciting task of interpreting and articulating a new identity whilst honouring the findings from the rigorous usability process.

Reactive’s simple yet striking design compliments the change from MECC to MCEC which in turn reflects the true focus of their business. Sharp angles and bold colour reinforced the uniqueness of the design. The graphically innovative interface provides users with some pleasant surprises from one area of the site to another. Colour and layout variations also help to orient the user.

Integrated with Reactive’s flexible Content Management System (CMS), cManager and MCEC’s event calendar has ensured the ease of maintenance as well as a seamless interface to the user. The site also leverages Google Mini search power to provide relevant information at the user’s fingertips.

The final build included intelligent inter-linking between areas to encourage lateral traversing throughout the site that benefited both search engine optimisation and Web site usability.
Interactive Explore Section

Following the initial Web site build Reactive has launched an immersive way for a user to experience the building through an interactive section of the site. The first phase of this section launched midway through 2008 and allowed users to explore Australia, Victoria, Melbourne and the MCEC complex from the comfort of their office chair.

Informative information at all levels complimented the simple interface and striking design. Stunning 3D modelled renders showcase the city and the complex and provide a unique photo quality visual experience. Users can easily explore the yet to be built centre through the interactive centre floor plans. Each conference room and exhibition bay is depicted in the map allowing easy identification of locality within the centre. Comprehensive information is contained on each room including room photography, capacity information and textual descriptions. To aid management of this content MCEC can make alterations to any part of the flash component by simply logging into the cManager CMS.
M Green

At conclusion of the launch of the interactive explore section, MCEC and Reactive collaborated together to devise a strategy to add interactivity to the site that would further engage with users.

One of the initiatives to emerge from this collaboration was the launch of M Green in late 2008. M Green focuses on MCEC’s industry leading environment approach through the development of the 6 Star Green Star centre and their procedures from an operational point of view to limit their organisation’s environmental impact.

It also adds to the overall experience within the site providing the user informative behind the scenes snapshots of how M Green works through the construction of the new centre, from a day to day operational aspect and also informs how MCEC organisers and attendees can help during conferences and exhibitions at the centre.

This interactive component will evolve over the coming months focusing on more MCEC industry firsts delivered through an immersive and engaging experience.