“We undertook an extensive review process to ensure we chose the right company to deliver this important project for us. Bliss Media was successful due to a combination of factors including extensive experience, varied skill set across the whole eCommerce spectrum, local knowledge and their ability to understand what it is we were trying to achieve.”
Kristine Cooney,
Head of Customer Operations, Transurban |
Overview.
CityLink is a 22 kilometre fully electronic toll road in Melbourne. It’s owned and managed by ASX listed company, Transurban.
Transurban required an overhaul of their strategic position in the digital space. Focusing primarily on the CityLink website, Bliss created a strategy that repositioned Transurban’s digital environment to a useful customer-centric channel. Once the work on the digital strategy was underway Bliss was also commissioned to design and develop the new Citylink website. The new site is fully responsive and integrates with internal payment engines.
Digital Audit.
Bliss conducted a full audit and usability testing on the existing site to validate our findings and ensure they matched the experience of real users. We also held scoping workshops with Transurban staff from various departments (i.e. technical, legal, customer service, senior management, communications and marketing). From these activities we were able to set digital KPIs covering the website, outbound communications and digital marketing. Our findings were presented to Transurban in person, as well as via a series of documents, and as a five-minute video for distribution around the organisation.
Key Insights.
Needs and recommendations established in the stakeholders and users audit process included:
simplicity.
CityLink’s audience of ‘all Victorians’ is broad. Our solution was to design a clear, simple interface with wide appeal and user-focused navigation and actions.
ecommerce.
Usability testing on the existing e-commerce user interactions showed that it was slow and gave mixed messages. Our solution was to improve the e-commerce experience for CityLink customers by simplifying the interface, removing corporate language, making actions easy, segmenting users and presenting a best practice e-commerce experience.
integration.
The website needed to integrate with existing internal systems in JAVA and ASP. Our team worked in-house at Transurban to ensure the most efficient integration.
UX & Information Architecture.
We created interactive wireframes, based on the outcomes of these findings, and a further series of usability testing to ensure the validity of our suggested solution.
Customer-Centric Design.
Our solution focuses on making all interactions for the end-user an enjoyable experience and removing unecessary barriers that prevent them from achieving what they need.
Access everything directly from the homepage. Simplified navigation and quick links.
We improved the usability of the accounts section and payment process with an intuitive user interface.
Users are able to easily locate their nearest store to pay in person.
Mobility.
Our solution is a fully responsive design, which enables users to view their account, pay their invoices and buy a pass easily on their mobile devices.
Results.
Bliss Media continues to collaborate with Transurban to enhance and improve the CityLink website. We have also been engaged to devise and develop other web strategies and sites for Transurban.
Ecommerce.
Increased engagement of ecommerce by users. |
Staff Demand.
Reduced demand on call centre staff. |
Bounce Rate.
Significant reduction in site bounce rate. |
