Liberty Bus

The brief
As part of creating, designing and launching a brand new website for Liberty Bus, Oi partnered with Google to feed local public transport data into the power of Google Maps, making Jersey’s transport information far more accessible to locals and tourists.

The process/strategy
Extensive research and dialogue with customers identified two main areas for concern with the old website: speed; and accessibility of information. Primary complaints were that timetables were difficult to understand or view, bus stop names were unclear and destinations unknown.

The new website incorporates an entirely new timetable design approach like no other transport service. The mobile-first interface is intuitive, clear and customisable, and we’ve been met with an overwhelmingly favourable response.


The results
A year on year comparison of Liberty Bus’ website engagement data (pre-pandemic) shows that implementing our timetable solution resulted in a noticeable improvement of all key metrics, especially on mobile. The website’s bounce rate decreased significantly by 49% (55% on mobile alone). The average session duration increased by 4.5% and pages accessed or navigated to, per user session (on mobile) increased by 24.4%!

Thanks to the power of Google Maps, our solution is also able to address another pain point: commonly-known locations and places of interest could be used as an origin and destination, removing the assumption of users knowing specific bus stop names.”

The real-time data provided tracks live services and informs customers of any delays along their chosen routes.

Lisa Walker, Marketing and Communications Manager for Liberty Bus, explained how the partnership with Google made a significant improvement in their online offering to customers:

“We pride ourselves on our customer service, and we recognise that the information we provide online is an extension of that service. We wanted to make the journey planning experience for our customers as easy as possible. Google are the experts, and have put years of development into their maps tool, so it was an obvious solution to partner with them.

This was a huge step forward in the quality of public transport information that is available online in Jersey and we’ve got a lot more to come. The new site focused on making it easier for our customers to get from A to B and we’re really excited for what’s to come.”

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