Photography and Visuals
Photography and Visuals
Project date: April 2019.
Brief: Change the user perception over the bus experience and interaction with Arriva through digital channels during summer 2020.
Background: Improve their bus service to be more reliable; Improve user interaction with the brand via social media channels, buses, travel centres and other digital communications; Optimise the customer first approach, by having a user centred design on the website and app; Have offers and incentives like ‘Explore UK’, which introduces every two weeks new locations with 15% off on the bus travel ticket as special summer destinations and what to do in that location. Arriva will be pushing the 2 For 1 offer, which consists ondeals in pubs and restaurants, getting them to download the app and improve the user interaction with the brand. A referral code method where you get £5 of journey credit when you share your code with friends, and they get the same amount back. People who pay their tickets by using contactless payment get 10p off. And also using a QR code to get a free trial bus travel.
A new app for Arriva Bus UK was developed with a new UI. This will help to meet the objective of increasing the app downloads.
Currently, Arriva has two apps: Arriva UK Bus Appand Arriva M-Ticket.
It is recommend to Arriva to develop a new app that combines both current apps, providing a better and quicker experience. This new app is an example of how Arriva should build their new app.
New landing pages were created for Arriva Bus’ website. This will improve the UX. from the current website, making it more responsive, mobile friendly and less complex to navigate.
With this new design, it will only take 3 steps to plan a journey and the user can find quickly links to timetables, bus tracker and live updates.
Executive summary:
In this brief, we aim to change the user perception over the bus experience and interaction with Arriva through digital channels during summer 2020. We want to increasethe number of usersby 35%, ticket salesby 30%, app downloads by 35% and improve theUX., by developing new landing pages and increase search rankings keyword searches.
As a result of our researches, we came up with the organising idea “Take Time Out”, where we will promote Explore UKand 2 For 1. We will be encouraging trials of the bus by non-bus users, which can translate in more users and ticket sales.
To increase the app downloads, we will promote offers like 2 For 1and £5 of journey creditvia referral codes, where users will have to download the app.
To meet Arriva’s marketing objective of delivering a smoother experience to the user, thenew landing pages for the website and for the app will optimise the customer first approach and make the process of getting tickets easier.
\\Credits
Photos: Pexels.com
Social media content creators: Luana Monteiro; Carolina Serra Pereira
Landing pages and app: Carolina Serra Pereira
Project team: Carolina Serra Pereira; Arsh Sandhu; Amy Nguyen; Shani James; Luana Monteiro; Cleff Elochukwu