Optus Junior Dolphins

Driving junior participation in swimming

After developing a go to market strategy for the national Optus Junior Dolphins program targeting young swimming participants, the sport seeked a consultancy to design & develop the national website, including ecommerce and a backend registration portal to drive awareness and participation in the program.


A digital presence to drive awareness, engagement and conversion

As Swimming Australia’s digital partner, W3.Digital were appointed to design and develop the national website. W3 worked closely with the Swimming Australia team to:

  • Develop the business rules and functionality for Swim schools, Primary schools and swimming clubs to apply to become a registered delivery centre, and go through the necessary approval process – seamlessly online
  • Automate the processes for delivery centres to register participants, and order and fulfil their participant packs through custom and secure eCommerce
  • Develop a custom backend dashboard for Swimming Australia users to use the data being generated for reporting and analysis, and create and maintain two way relationships with participants.


The expertise W3 drew on for this project were:

  • User experience (UX) strategy and design
  • Website design, development and deployment
  • Mobile responsive design and development
  • System integration
  • eCommerce




Building the foundations for future success

W3 and Swimming Australia worked closely to identify the areas in which the user experience could be optimised, automated, and opportunities for data capture leveraged.

The website is receiving excellent uptake from participants, delivery centres and swim schools. The Optus Junior Dolphins website provides a seamless way for audiences to self serve – enabling them to research, enquire and register as a participant or provider of the program on desktop, mobile and tablet.


In an extremely competitive environment, we needed to ensure that we developed a digital solution that was fresh and met the customer’s expectations. W3.Digital distilled a complex set of business requirements to build a fun, customer centric, streamlined interface. The team’s approach to development and collaborative way of working assisted us greatly with this project.

– Kym McMahon – National School’s Swimming Coordinator, Swimming Australia.

View more Swimming Australia case studies

Swimming Australia Website


Social Media Campaign


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