Translink is Northern Ireland’s Public Transport Authority and runs a comprehensive portfolio of transport services including Metro, Goldline, NI Railways and Ulsterbus Tours to the Northern Ireland public. Being acutely aware of the importance of their online presence to their service users, the team at Translink tasked i3 Digital with designing and developing a new design and user interface for their website visitors.
Feedback on the old site was that it was cluttered, contained too much information, key information was very difficult to find on the homepage, and that the design was tired and could do with a refresh to reflect a modern, changing organisation. Any new design was to remain focused on the key visitor pages and components of the website and as a result, appropriate user journeys were planned for each user type in user experience workshops facilitated by i3 Digital for Translink stakeholders. The main challenge was to strip back the design of the old site, introduce big imagery such as Hero banners to the homepage design and bring to the fore the key components identified and outlined in the UX workshops. The purpose of this was to increase user engagement on the site, decrease bounce rates, provide up-to-date and relevant Journey Planner and Timetable information and generate quality enquiries that ultimately resulted in an increase in online ticket sales for Translink. The new website was to recognize the key audience groups and provide easily-accessible, real-time journey information pertinent to their various requirements. Translink also wished to make the most of social media exposure via their Twitter and Facebook pages as a way of communicating updates, and key campaigns via the homepage.
Appropriate user journeys were enabled for each user type in user experience workshops facilitated by i3 Digital. Through a detailed knowledge of our client, their users and website visitors and first-class in-house Episerver Content Management System development skills, i3 Digital implemented the design re-skin of the Translink website. We utilised some of Episerver’s most effective components and processes, which are visible as soon as the user opens the Home Page. The usage of hero images adds depth, and visually engaging web pages showcases the pertinent information the Translink customer wishes to access at a glance, such as the journey planner, timetabling and service options. In terms of approach, an Agile project management methodology was adopted which resulted in a faster, more efficient, visible turnaround of project elements from i3 Digital’s point of view and communication to our client.
The new Translink website enables a cleaner, modern, substantially more engaging design than its previous version. It provides key information at a glance for the user via information pods on the site and includes features crucial to current and future requirements surrounding campaigns, travel information and updates, social media, a world-class media library and conference booking information.