New Republique Opens Melbourne Office To Meet Demand For Data-Led UX

New Republique Opens Melbourne Office To Meet Demand For Data-Led UX
Samantha Dybac
By Samantha Dybac



Experience optimisation agency New Republique has opened its second Australian office following a strong year of growth for its conversion rate optimisation (CRO) services and uplift in demand for data-led UX design.

The first employee on the ground at the agency’s Melbourne operation will be Peter Jenkins, who joins New Republique as a CRO and analytics strategist.

Jenkins recently finished a four-year stint with US-based Webtrends and joins the agency with a strong background in conversion rate optimisation (CRO), mobile strategy and product development. He has more than 14 years’ experience in senior digital roles.

Peter Jenkins

Peter Jenkins

Jenkins said he is excited to join New Republique, whose clients include BMW Australia, Fantastic Furniture, HSBC, General Pants, Employsure, Bendigo Bank. and OFX.

“Having experienced and survived the dotcom crash, I have built my career advising companies on how to integrate their businesses into the digital era and stay on top of new trends and technology,” he said.

“New Republique are leading the way with data-led UX design and it is exciting to be working with a team that understands the growing importance of experience-led optimisation for client websites.”

Nima Yassini (main photo), CEO and founder of New Republique, said the need for a Melbourne office became apparent at the end of 2017 with a number of existing clients already based there, and a growing list of enquiries interested in CRO and data-led UX design – the agency’s specialty.

“We have a number of clients whose head offices are based in Melbourne and we were constantly receiving additional enquiries from Melbourne businesses,” Yassini said.

“I found myself on a plane most weeks making sure I was there to properly service them, which wasn’t sustainable.

“I am thrilled we can finally open a dedicated office in Melbourne that will not only service existing clients, but also open the way for us to confidently take on new businesses whose main operations are based there.

“Peter’s ability to keep up with industry trends and his depth of knowledge in the optimisation space makes him a great choice to head up the Melbourne operation.”

New Republique’s Melbourne office is located in the WeWork building at 152 Elizabeth Street.




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