Multicultural Framework Review

As a new government initiative, it was important that the Multicultural Framework Review project adhered to best practice in multilingual design. Think HQ favoured a comprehensive, integrated approach, drawing on various teams within the agency and their expertise. The project was a collaboration between UX and UI designers, technical experts proficient in web form behaviours and accessibility standards, community engagement specialists and language service experts.

The team developed information pages, forms, and supporting assets such as audio messages, fact sheets and social tiles in 36 languages. The form development utilised a unique language code structure, supporting right-to-left language, left-to-right languages, and vertical text languages. It also included four core submission formats: written, audio, video and file submissions. This extensive variation aimed at giving every community member a chance to submit feedback in their preferred format and language.

All materials were carefully translated by NAATI certified translators, to ensure the highest standards of user experience and accessibility across different languages. A trusted language provider since 2020, Think HQ drew from a robust translation process that seamlessly blends human expertise with technological efficiency. The agency leveraged its experience with fast turnarounds for large-scale multilingual campaigns that tackle important and sensitive issues.

A well-executed solution depended on reliable, accurate and secure processing of submissions. Think HQ chose Drupal 10 CMS for the back end and engineered a custom workflow to efficiently manage a large volume of submissions. In a world of rapid interactions real-time translations are crucial, and Think HQ integrated the AWS machine learning translation (ML translation) API. This meant that the project team could immediately review the submissions in English, while using NAATI translators to edit and validate as needed.

When the solution exceeded expectations, it was decided the platform would also host the English form/submissions, not just the multilingual component.

From the outset this project was centred on an inclusive user experience. The platform was purpose-built for multicultural community engagement.

Functionally, it focused on maintaining consistent in-language interactions throughout the process, from first hearing about the Multicultural Framework Review all the way to submitting feedback. Flexibility was also built in, offering various submission formats to users including video, audio and short form written text, in addition to file upload.

Diversity within the Think HQ & CultureVerse team was an important factor, so the perspectives of those informing the design and development also reflected a multicultural Australia. Think HQ & CultureVerse leveraged a network of 250 Australian-based NAATI certified translators, proficient in 70+ languages, who were also familiar with the national context.

This culturally sensitive approach to design ensured every message across the digital platform resonated authentically across different languages and cultures.

Accessibility compliance was a key focus, and all designs adhered to the WCAG 2.1 AA standards. This compliance guaranteed that the platform could be used by individuals with disabilities, further broadening the reach and inclusivity of the review.

An important part of the solution was maintaining functionality and accessibility for the team collecting and interpreting the feedback, which supported a higher-quality output. Using Drupal 10 and integrating AWS Translate, the site was able to efficiently manage the various submissions and provide instant translations, enabling the Department of Home Affairs to rapidly assess feedback.

By successfully combining professional language components and advanced, scalable technologies, the Multicultural Framework Review sets a new benchmark for design excellence in Australia. It also creates opportunities for increased engagement of culturally and linguistically diverse audiences.

Think HQ delivered an Australian first – a technical solution that would allow multilingual submissions to a government review. The Multicultural Framework Review was innovative in terms of digital inclusivity and functionality, combining advanced multilingual capabilities, diverse submission formats, as well as stringent accessibility and privacy standards for acceptable and ethical use at a government level.

Over 51% of Australians were born overseas or have a parent who was, plus over 23% of Australians speak a language other than English at home. This project acknowledged some of the challenges inherent to traditional communications, methods which may not have been designed to cater for users of languages other than English.

The platform included languages such as Hazaragi and Chaldean, which are primarily verbal. Native speakers of these languages could participate via audio and video, which acknowledged the distinct features of these languages and heightened inclusion in the review for its speakers.

The Multicultural Framework Review is well on its way to bridging language barriers and ensuring that diverse voices are heard and valued. From a social perspective, the project promotes inclusivity and equity, giving traditionally marginalised communities a platform to contribute. It’s setting an example particularly for government organisations seeking to engage all Australians, demonstrating the benefits of investing in transcreation.

Preliminary results show strong engagement, exceeding government benchmarks. Community feedback has been positive.

“Creating a multilingual digital form where people can provide feedback in their own language is a fantastic accessibility feature that many organisations should adopt. Providing information in multiple languages unites people, helping them understand important messages and fostering inclusivity. The Multicultural Framework Review campaign was a great example of this, offering audio recordings, forms in 36 different languages, and community engagement checks.

This innovative approach by CultureVerse and Think HQ is incredibly helpful, allowing communities to express themselves freely in their own language.” Bassir Qadiri - Founder & CEO of Bakhtar Community Organisation and Recipient of Order of Australia Medal.

There is a significant promotional impact and strategic potential to such solutions - designed to authentically connect with more Australians. Organisations are able to reach more people, more intentionally - especially in a time of distrust and saturation across mainstream channels - therefore communicating more effectively and increasing their impact. And it allows people from all backgrounds to be better informed.

By delivering thoughtful, inclusive, and sustainable design on the Multicultural Framework Review, Think HQ and CultureVerse contributed to enhancing the reputation and status of Victoria’s design and creative culture - one that is digitally led.