Digitising paper-based travel diaries into a responsive multi-platform web application.
Strathclyde Partnership for Transport (SPT) handles over 20 million commuter journeys every year in Glasgow and the West of Scotland, and has one of the highest satisfaction ratings of any transport company in the UK. Achieving this requires a deep understanding of how their passengers use their diverse service offerings to get to where they need to go, and is key not only in planning their routes, but also their pricing structure.
In the past SPT have used paper-based travel survey diaries to help them understand their commuters, and in 2017 approached Screenmedia to help digitise their data capture and processing with a new mobile-optimised web app. They aimed to make it easier and more accessible for commuters to take part in the survey, and cut costs and admin time processing the gathered data.
SPT needed to ensure that the survey process was intuitive for both new and returning participants. Following in-depth user behaviour research and workshops we created consumer task flows then wireframes for web and mobile using the original paper-based survey as basis while conforming to best practice digital form design and SPT’s branding guidelines.
With the solution needing to be mobile-first to allow participants to contribute during their commute, we created the solution to be easily and efficiently filled out on the move. Repeat journeys could be easily duplicated to minimise user input, and the integration of Google Maps allowed participants to enter the start and end points of their journeys as they travelled. These measures and features ensured our solution gave commuters the ability to easily and quickly complete their diaries and meet SPT’s digitisation goals.
Our solution needed to be fast and scalable, and work across both web and mobile. As SPT’s twice-annual survey phases take place during narrow, one-week time windows, there was also no room for error.
Developed using the open-source Umbraco content management system, our solution allows SPT to customise content and questions for each survey phase, while hosting on Amazon AWS ensures the solution can cope with traffic increases and deliver a fast and reliable experience for survey participants. Integrating data validation service PCA Predict also boosts data quality and cuts error rates, ensuring less administration work and more accurate insights for SPT staff.
The new digital travel diary launched in time for SPT’s April 2018 survey phase and was well received by participants. By digitising a key part of their data capture, SPT stands not only to make it easier for their customers to contribute to and feedback on their services, they are also cutting administration costs and expediting the processing of their data, leading to a better, more accurate, and more timely understanding of their audience’s needs.
As daily users of SPT services, we’re delighted to be part of the organisation’s journey in becoming a digital-first enterprise and look forward to continuing our relationship with them.