AmazeRealise London


The Brief:

As Virgin Trains East Coast’s lead digital agency, Amaze was briefed to redesign their website and online user journeys

The site needed to access a complex network of data from varying sources including the booking platform, best train fare deals, and disruption information amongst many others.

With a third of revenue generated through the website, and with this figure set to increase, the website needed to be technically robust and easy to use.


Before we started on the redesign, we conducted a complete analysis of the existing site and went through a full solution definition process using best practice in usability design. This included a full range of user testing techniques from card sorting to the live on-board user testing of hi-fidelity prototypes to demonstrate the proposed functionality.

A core objective was to fully promote the mobile user as a first class user of the service giving fast on the go access to complex information.

Virgin Trains East Coast worked with Amaze to design a responsive site that would provide an optimal user experience on any device, while reducing operational effort with only one set of content.


The new site was built using the Episerver platform, creating a user-focused experience with personalised fare offers, live travel updates and timetable changes fed directly to the homepage. Find out more about our strategic alliances and how we deliver world class solutions.

To support this, we also designed a new eCRM programme comprising of a segmented monthly newsletter, tactical and planned campaigns. Working closely with the data bureau, we have set the content calendar and write, design and produce up to 10 variants per month. We execute a rolling test and optimization programme delivering results directly to our business intelligence and account team for review. All of our designs are responsive ensuring the best experience for every user, regardless of their device.


The new website has already delivered a number of key benefits for Virgin Trains East Coast and its customers, including simplified maintenance significantly reducing the administration costs, easy automation for scheduled updates and a responsive framework that can be easily adapted to functional requirements as required.

Visits to the site from search engines have tripled within the first year, and rankings for commercial keyword terms have shown considerable movement. The average position 6 months after the migration is inching towards the top 10, the number of keywords on the first page has increased by over 10% and organic visibility increased by almost 20%.

Date created: April 2016 2016-04-01T00:00:00+0100
Date published: 28 April 2016 2016-04-28T15:01:16+0100


  • Virgin Trains East CoastClient

AmazeRealise has been a Contributor since 25th January 2017.

Invite x3

Virgin Trains East Coast: Supporting busy passengers on the move