2014

Transport for London

Transport for London is the authority responsible for running the day to day operation of the capital’s public transport network and management of London’s main roads. The network began a full transformation across all of its digital holdings and as part of that required an upgrade to its main website.

I was part of the team responsible for designing the new look and feel of tfl.gov.uk, a site used by 75% of Londoners with 8 million unique visitors per month.

You can also read a more in depth case study here.

Transport for London

Transport for London is the authority responsible for running the day to day operation of the capital’s public transport network and management of London’s main roads. The network began a full transformation across all of its digital holdings and as part of that required an upgrade to its main website.

I was part of the team responsible for designing the new look and feel of tfl.gov.uk, a site used by 75% of Londoners with 8 million unique visitors per month.

You can also read a more in depth case study here.

Challenge

The old site had fast fallen behind modern design standards and was in need of a complete overhaul. The new design had to now consider the changing ways in which the everyday commuter would engage with the site.

Essential requirements of the site were a responsive, lightweight build with an on brand experience, optimised for mobile use. The site would also need to do a lot more through added functionality and features.

Mobile first

With the changing digital landscape, understanding context was a key basis of the new design. A mobile first approach was used that would help cater to the on the go Londoner and help drive usability.

A responsive design would help adapt content depending on screen size while maintaining a consistent feel. It was important that the design be clever and understand how the user was engaging in order to push the right information.

Design direction

To help create an on brand experience the design took inspiration from modern travel in London. Aesthetic from newly upgraded stations and transportation was added to help reflect the experience.

The design aimed to be bold and distinct using recognisable features from the iconic brand.

Details from the brand seen in the real world were replicated throughout the design. Typography, colour and iconography were important building blocks of the design direction.

Documenting design

With the new website being the start point of Transport for Londons new digital engagement it was essential that the new design be thoroughly documented. The new design helped create the foundations of a much larger digital transformation.

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