The customer behind digital transformation

The journey so far

Jul 2013

BusinessObjectives

2013

Ongoing Research

Dec 2013

DigitalStrategy

Nov 2014

PIDD

initiative

Mar 2015

Franchiseextended

Sep 2015

GWR.comlaunch

To re-value rail in the

hearts and minds of the

travelling public

From First Great Western to…

We all know that feeling?

Why can’t they just get it right?

But our customers don’t care

We have high expectations

Customers expect an

“omnichannel”

experience

The disconnect…

So where did we start?

`A commuter who travels from

Reading to London every day

This is Olivia…

ADVICE: The right information at the right time

COMMERCIAL: To plan and book easily

INSPIRATION: Products, offers and services relevant to her

Olivia’s needs

An INSPIRATIONALwebsite

The COMMERCIAL platform

ADVICE content and feeds

Connecting Olivia

How has this helped Olivia?

Streamlined journeys

Clearly signposted

Optimised for mobile

The PIDD project

+575% page visits

64% mobile visits

Industry first

Customer confusion

Service design

Thinking as customers

How did we get there?

The GWR launch

Marketing reach

+2m transactions

11.1m unique users

18.7m sessions

UK’s top destinations

So what can Olivia do now?

The website redesign

Navigate with ease

Find helpful content

Explore the West!

+22% Mobile CR

+15% Revenue*

*Revenue per user pre and post launch

+19% Desktop CR

6 stakeholder workshops

3 IA concepts& 50 participants

Brand alignment

How did we get there?

And booking a ticket?

Simplified the process

De-cluttered UI

Integrated experience

Improved booking experience

Industry accredited

Positive uplift

Insight and ROI

Co-creation and accreditation

User-testing (lots!)

How did we get there

Business impact

Infastructure

Reputation +27% Revenue

+10.2% Digital shift

DCoE +16% ATV

Innovation

+9.4% Sales

What’s next for Olivia…

More personalised experiences

Multi-modal journey planning

Future thinking

Seamless across devices

A connected customer

Thank you