ABOUT

British train operator, East Coast, appointed Amaze, to handle its fully integrated digital account in 2012.

This involves developing and managing East Coast’s website, improving the navigation and customer experience, creating its overarching social media strategy and eCRM programme, as well as handling all of the operator’s SEO activity. Amaze also provide a fully managed service, which includes technical maintenance, performance monitoring, 24/7 support, content updates and development work.

Following a series of website navigation and user experience developments to its main website a new mobile website has been launched, designed and developed by Amaze. The launch of the new mobile site is part of the second phase of activity, to introduce a site tailored for the operator’s busy passengers on the move.

During the development phase, live user testing was carried out with passengers on East Coast trains in order to understand what features were most important, create a seamless user experience and generate feedback that would influence the final structure and design.

The new mobile site, which is available on iPhone, Android and other popular mobile devices, is packed with useful features, from journey planning and live train times to station information and the latest travel news. Plans are also in place to introduce ticket purchasing and other functionality in the coming months.