Transport for London listens to passengers in website redesign

by Charlie McCathie, Brand Republic 22-Mar-07, 13:50

LONDON - Transport for London has overhauled its website, set to go live at the end of March, in an attempt to position it as a passenger's first port of call.

The revamp is based on consumer research involving an online survey of more than 12,000 visitors. It revealed that passengers want a simple structure, quick navigation and straightforward functionality when using the website.

Visitors expressed difficulty in finding key information, so content has been rearranged, with particular emphasis on the homepage. Key icons including the congestion charge and Oyster branding have been applied, with a primary colour scheme of blue and white to reflect the TfL corporate logo.

Passengers will still be able to access live travel information, top up Oyster cards, find out about the congestion charge and plan journeys on the tube, Docklands Light Railway and bus networks.

TfL's current site recorded 50m page views in February 2007, its highest figure to date. The number of visitors has doubled every year for the past three years, and the revamp is intended to keep TfL on course to achieve this again.

Caroline Little, TfL's head of new media, said: "With 10m journeys a day across the TfL network, we've listened to our passengers and made it easier for them to get essential information from the site.

"The enhancements to the website, coupled with network improvements brought about by TfL's £10bn investment programme, are central to improving passengers' journeys, both now and in the future."