Transport for London

The challenge

Following the approval of the London Freight Plan by the TfL board, TfL wanted to create a freight information portal - a single website for providing information about delivering in London, aimed at transport managers and other stakeholder groups. The main objectives of the project were to:

• Gain a clear understanding of user goals, needs and priorities
• Assess customer perceptions of and aspirations for the portal
• Identify any gaps in online services relevant to core users and gather results to inform project planning
• Offer coordinated services to the freight industry
• Deliver a full roadmap for the freight information portal with guidance on how the portal could and should develop over time to deliver on business and user goals

Impact & results

The new London Freight website was launched, and instantly gave great results. It succeeded on its key goal of being an easy-to-use resource fully based around user requirements to improve their efficiency at work.

Our approach

We carried out a comprehensive customer experience strategy project to help ensure the portal offered coordinated services and information to the freight industry in a way that was fully aligned with user needs and expectations.

The project began with a user research and requirements gathering phase which aimed to provide TfL with detailed insights into users' expectations and requirements.

Following this, and working collaboratively with TfL, we delivered user experience design services for the application, followed by testing & evaluation on the designs to validate their ease of use.

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