HTM
HTM's digital transformation: a new standard for traveler convenience
Background
HTM is a public transport company focused on transporting people in the Hague region. The company has long been deeply embedded in the local community and, with its trams, light-rail vehicles, and buses, is a recognizable and trusted presence in the area. Every day, thousands of travelers use the extensive network to move through the city and surrounding regions. With a strong focus on innovation and customer satisfaction, HTM strives to continuously improve its services and adapt to the changing needs of its passengers. In 2023, HTM, in collaboration with Perplex, developed a revamped online platform to elevate the travel experience for its customers.
Solution
HTM approached us with a dual ambition that set the bar high: they wanted not only to increase the number of passengers but also to elevate the customer experience to a 9+ level. Together, we got to work. First, we conducted research to identify opportunities and possibilities. Then, we began redesigning and building the new website.
The goal was to make their website a key sales channel for both OVpay products and OV-chipkaart products during the transition phase. This was a significant challenge, especially at a time when the mobility sector is evolving rapidly and travelers increasingly expect convenience and user-friendliness.
Impact
At Perplex, we know that the best path to a solution begins with the traveler. That’s why we started with a discovery phase where we focused on the needs and experiences of the end-users. We followed our established steps:
- Empathy: We engaged in conversations with HTM travelers and their internal experts to thoroughly understand the challenges they face in their daily travel experience. From enthusiastic passengers to helpful customer service representatives and staff at the public transport service shops, everyone shared valuable insights, allowing us to gain a complete picture of the travel experience.
- Understanding: The insights from the conversations and data analysis were translated into functional requirements for the new platform. Using the MoSCoW methodology, we clearly mapped out the priorities, so we knew exactly what needed to be done and what could be nice to add later.
- Conceptualizing: In creative sessions, we worked together with HTM to develop a concept that directly addresses the needs and desires of the travelers.
- Prototyping: We brought our ideas to life in an initial prototype of the new platform. This allowed us to see how everything would work in practice.
- Validating: We presented the prototype to travelers to find out if it met their expectations. Their feedback was crucial in fine-tuning the final details, ensuring that the platform truly aligned with their needs.
- Visualizing: Finally, we developed a concept design that was not only functional but also visually appealing. This gave HTM and its travelers a clear vision of the future platform
"The new version of HTM.nl is a great step forward. A beautiful, fresh design with the focus on optimally serving our visitors at every stage of the digital customer journey. Thanks to this milestone, we can align with the national developments of OVpay in the coming months, making public transport travel smarter and easier."
Jan-Willem from HTM
The Results
1.
106% increase in impressions from organic search
2.
7% higher discoverability in search engines
3.
40% increase in sessions per user and 14% more page views
4.
6% increase in user engagement
