Metlink

Metlink Experience Strategy

About the client

Metlink is the public transport network that keeps greater Wellington moving. It’s no small task to orchestrate the region’s many bus, train and ferry services as well as cater to the needs of a diverse population of travellers, from cyclists to school groups. Metlink provides information on all aspects of a journey including timetables, transport options, prices and any current delays.

The scenario

Metlink knew they could improve their website, but needed to focus their efforts to provide maximum value to Wellington’s travellers. Their team had more questions than answers; What were the priorities for the website? How could they determine what ideas were best?

“It was an absolute pleasure working with Optimal Usability to develop our online strategy. Ruth and Suzanne made the process fun and brought a wealth of knowledge and experience to the project. Following the development of the strategy document our development is better informed and more focused with initiatives clearly prioritised and user needs clearly defined.”

John Sushames – Metlink

Our approach

After initial discussions between Metlink and Optimal it was clear that although the website strategy was the final outcome, the first step was the overall public transport experience.
Through a number of workshops we collaboratively explored the following:

• Key user groups and their priorities;
• Overall ‘public transport journey’ from leaving home to arriving at a particular destination;
• Mapping the channels to the different user groups and to stages in the user journey;
• Drilling into the web, mobile and txt channels to brainstorm, agree and prioritise new initiatives

Outcomes

Optimal Usability helped Metlink to:

• Gain clarity about their public transport users and their different needs;
• Deliver a channel-specific focus for each user group. For example, how and when people access Metlink is different for mobile and home computers;
• Create prioritised website initiatives and a way to measure and compare whether new initiatives were contributing to the wider Experience Strategy