The CrossCountry Trains franchise, the most extensive in the UK, covers journeys as diverse as Aberdeen to Penzance, and Stansted to Cardiff; with around 1,500 route miles it uses more than 100 stations.
To provide the best user-centric online destination for train travellers by promoting the breadth of opportunities for travel within their network with a clear, easy, ‘Plan-2-Buy’ mechanism.
From selection to delivery in just 6 weeks!
Due to the tight timescales, the project required an agile approach with a dedicated team and project environment. Drawing on similar experience working to deliver another TOC (Train Operating Company) website, GraphicoDMG used the key elements of its project lifecycle to ensure we defined, designed and delivered a high quality, functional website with integration to The Trainline for online ticket sales, and Nexus Alpha for live travel information.
Key steps included working with CrossCountry and its partners to define and creatively execute a new brand online, architect a new site structure, wireframe every page, develop content for the site, integrate with third parties, build a resilient server infrastructure, test the site and then launch on the franchise start date.
Following the rapid development of Phase One we continue to work with CrossCountry to strengthen their digital offering and will be endeavouring to provide the best online dashboard for train travellers. Phase Two is under way already and will include the provision of e-CRM capabilities, a CMS facility and additional third party feeds to provide real time travel and leisure information to customers visiting the site.
Catherine Mason, commercial director for CrossCountry at the time of the franchise switch, commented: “With no stations or travel offices to operate in the CrossCountry franchise, the website needed to be a critical sales channel and driving online sales is the key business objective.”
Simon Green, who led the development of brand and marketing communications for CrossCountry, said: “GraphicoDMG were appointed because of their proven ability to deliver a great on line experience in demanding timescales. Their technical competence allowed us to focus on translating the brand to deliver a great consumer experience that, in turn, will help us to build customer relationships.”