Business challenge

FCC had identified service disruptions, rising fares and a perceived lack of communication as key grounds for dissatisfaction among customers. As part of a wider response to these issues, FCC asked us to redesign its website, and to focus on providing timely, useful information to passengers. 

Solution

Our researchers conducted face-to-face interviews with regular commuters, mapping their findings against service data from tracks and stations. We quickly learned that customers didn’t need more information – which is what many had, in fact, asked for; they actually needed information to be easier to find and easier to understand.

Exploring different solutions with customers, our designers made an interesting discovery; one that would change the nature – and the success – of the project. In order to deliver what users really needed, we would have to redesign the delivery system itself: the technology.

Our developers built a new web content management system (CMS) from the ground up. This enabled us to produce the robust, scalable platform that FCC needed; one which enables advanced development in future, whilst reducing development time and cost.

Result

The new website gives users the information they need, when and where they need it, in a form they understand. This is a significant win for any public transport organisation.

New, purpose-built technology also underpins site performance. Previously, the site had buckled under the strain of high traffic – during bad weather, for example. The new site has already handled more than one severe weather event – numbers 45% higher than ever previously recorded – with no serious problems.

“Through evidence-based design, Tobias & Tobias helped us turn a tactical rescue mission into an opportunity for strategic advantage. Our brand now enjoys a sleeker, smarter public face, which resonates with the improvements we are making to our rail service; and we now spend much less time struggling with the technology, which means we spend more time exploring new service opportunities for our customers.”

-- Nathan Armstrong, e-Marketing Manager