Giving bus travellers across the UK seamless experience at every stage of their journey

Client: Arriva Bus
Role: Product Design Lead
Agency: ORM
Year: 2019

Arriva Bus’s legacy digital estate faced many challenges. Its fragmented suite of journey planning and purchase tools focused on discrete tasks, which was difficult for the business to manage and for travellers to use.

Customer experience was firmly at the forefront, the team identified and created five different traveller personas and we interviewed bus drivers to understand their view about the on-bus experience. Ultimately, we documented five distinct customer journey maps, which became the blueprint for the new experience.

Armed with prototypes of the new bus website and app, we travelled to different Arriva Bus locations around the UK to test and iterate it with customers. This method of guerrilla user testing allowed the CX designers to use customer feedback to change the prototype in real time and refine the experience.

We worked closely with Arriva to ensure that their new brand vision came alive in the digital experience. introducing modern typography and palettes. Motion and interaction design became instrumental in crafting an slick and contemporary experience for travellers.

iOS / Android App

Desktop

Journey mapping

Impact

The new platform went live in August 2020 and achieved immediate results. Revenues were in seven figures, with user visits totaling over 1 million by the second month.

Selected works