BITE Insight

Travelling by train in the UK should be an enjoyable, and easy, experience. The lines stretch from coast to coast with stations dotted throughout the country, allowing for exploration to unknown destinations. But more often than not the booking websites and train companies don’t quite offer the same stress-free feeling.

ORM decided to tackle this problem head on with their digital transformation and brand overhaul of Great Western Railway's website. The previous online system was frustrating and laboured, and didn’t provide the customer with the information they needed.

ORM put customer experience at the heart of the change and at the centre of the strategy. They re-launched the website and revised the user experience, continually optimising the site to allow for better UX design. The mobile first design recognises and responds to all devices, from the smartphone to the desktop.

The website promotes the places that the train line can take you to, inspiring customers to explore the Great Western region through compelling content. The new booking process allows customers to understand their ticket price options in a clear, concise way, displaying further information in a more user friendly format.

This digital transformation is a prime example of how customer insight can shape a digital development and have a lasting impact on the business. If you give people functional technology, that is primarily designed and optimised for mobile, you will be able to develop a greater level of brand loyalty and customer engagement.