AWEX (Australian Wool Exchange) is a member-based, independent organisation that provides essential services, standards, and certifications to support the quality, integrity, efficiency, and sustainability of the Australian wool industry.
Its digital platform, WoolClip, takes that trust and puts it in the shed: growers and classers can create wool specs, complete National Wool Declarations (NWDs) and scan bales via eBale QR codes right from their phones, even offline, with everything syncing cleanly to brokers and merchants once they're back online. The result is a wool industry with less paperwork, fewer errors and real traceability from farm to sale, built for the people actually doing the classing, growing and trading. WoolClip processed its one millionth bale last year, a landmark moment for traceability and supply chain transparency across the wool industry.
For years, the WoolClip Training website had one job: let people log in to the test environment and explore WoolClip functionalities. No centralised online training hub; users instead relied on hands-on practice, in-person training and the AWEX Support team for help.
WoolClip is an evolving digital platform for the wool industry, and AWEX had since launched the WoolClip Excellence Program, a formal training course for selling agents. As its user base grew and given the dispersed rural nature of the wool industry, relying solely on in-person training isn’t always practical AWEX needed a digital transformation of how wool growers, wool classers, students and agents or brokers actually experience training and support online for WoolClip to improve its adoption and usage.
WoolClip training guides, videos and FAQs were scattered or missing entirely. WoolClip team rely on emails to let users know of any platform updates. And AWEX had limited visibility of the questions and topics users needed help with, as support requests were largely handled through phone calls and support tickets. It also had to work for a genuinely varied audience: time-poor wool growers who are cautious with technology, alongside digitally capable selling agents who wanted to quickly find out how to help a client. Any solution had to serve both without compromising either.
This is where Paved Digital’s digital strategy and enterprise architecture expertise did the heavy lifting. We didn't jump to build. We mapped the problems first, then worked with the AWEX team through the following process:
UX/UI design in Figma, grounded in data from GA4 and Microsoft Clarity: we produced wireframes and clickable desktop and mobile prototypes so AWEX could see and test the new user journeys before a line of code was written, including separate paths for wool growers and classers vs brokers and selling agents.
Development: we built the site with clear pathway to the existing WoolClip training environment, mobile-optimised navigation, and meaningful categorisation, filter and search for users to find what they need.
Content upload: we designed well-structured templates for AWEX team to create step-by-step guides, how-to videos, FAQs, news, events and latest product updates.
SEO and GEO: we set the foundations to improve the discoverability of relevant answers for users searching on Google and asking AI assistants.
Data tracking: we configured analytics on GA4 and Clarity to show which pages are viewed the most, where users search, what tags they filter by, and where they drop off.
Deployment and hypercare: we launched the new site backed by our team on standby to support post go-live.
Everything a WoolClip user needs: user guides, step-by-step how-tos, training videos, news and product updates, the training calendar, the selling agent’s Excellence Program, and a contact and program registration form, now lives in one consolidated hub, fully branded to WoolClip's latest brand guidelines.
Guides, videos and FAQs are grouped into categories and tags that mirror how people actually use WoolClip, so a wool grower and a wool classer each land on content built for them, not a generic list to wade through. The CMS is straightforward enough for the AWEX team to update themselves, and Paved Digital is on hand for anything urgent.
How-to videos filtered by tags, so audience easily finds what relevant to them
Step-by-step guides organised by tags that match how people actually use WoolClip
A self-service hub this clear is designed to reduce pressure on the AWEX customer service team: users can find answers to common questions themselves, while the AWEX team can focus on more complex support needs. It also supports adoption: the easier WoolClip is to learn, the more of the tool people actually use.
Just as importantly, AWEX now has data. They can see which guides get the most traffic, what people search for, where they drop off, and which tags get used, insights that were previously difficult to capture, and a foundation for continuously improving the site rather than guessing.
For an organisation at the centre of Australia's wool industry, that matters beyond the website itself. WoolClip is core infrastructure for growers, classers and agents right along the supply chain. A training hub people trust and use is part of what makes the platform work.
Paved Digital maintained continuity after go-live. The same team who ran discovery is still on the account through hypercare, and that continuity showed up in how fast we could turn around feedback and how closely we worked with AWEX at every gate.
That's the model behind every Paved Digital engagement: digital strategy, UX design and enterprise architecture working together, delivered by a team small enough to know your project properly and experienced enough to bring relevant experience to complex digital projects.
Katyana Armen, General Manager, Brand, Traceability and Sustainability at Australian Wool Exchange Ltd. talked about the working relationship with Paved Digital:
Paved Digital were fantastic to work with on the WoolClip Learn website. The team really understood our brief and impressed us with their ability to take quite technical wool industry knowledge and turn it into clear, engaging content and layouts that make sense for our audiences. They took the time to understand the industry, our users and how WoolClip works, and did a great job of translating some technical ‘wool speak’ into content that is accessible and easy to use.
We also really valued the way Paved Digital approached the project as more than just a website build. They trained our team to confidently self-manage and update the site moving forward, which is the right model for our business given we have highly technical content and a platform that needs to be updated at times. The training, guidance, and documentation they provided have set us up well to manage that ourselves.
The team was responsive, collaborative, and genuinely easy to work with throughout the project. They brought a great combination of digital expertise, curiosity, and an ability to get across a complex subject matter, and we’re really pleased with the result.
This is a project that we’re very proud to deliver, marking the beginning of our long-term partnership with AWEX.
Paved Digital is a digital transformation agency based in Sydney, working with enterprise and mid-market teams across Australia on UX design, platform implementation, integration, digital strategy and applied AI. If your team is weighing up a digital transformation agency for a project like this, we'd be glad to talk it through. Contact us >
Head of Digital Strategy
Tien leads digital strategy at Paved Digital, bringing extensive experience in driving user-centric, data-led ecommerce growth. She connects business objectives with technology, leading discovery workshops and shaping strategies across SEO, GEO, data, personalisation and experimentation to deliver clear, outcome-driven roadmaps with real business impact.
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