Paige Calvert
Tribal Worldwide Co-Creates New Digital Experience for GO Transit Riders

Redesigned site streamlines user experience and simplifies content based on customer input making it more relevant and useful for riders

To help people move around the Greater Toronto and Hamilton Area, GO Transit has launched a new customer-centric digital experience to help its riders plan their trips online.

Recently launched in beta, with ongoing releases planned in an effort to regularly improve the user experience, the new site was created in partnership with GO Transit, Tribal Worldwide Toronto (UX strategy, design and content) and Deloitte (development). The site was rapidly designed, built and tested with the cross-disciplinary team in an agile-inspired workflow, which applied key learnings from real user validation encompassing eight different target segments. As well, contribution from various GO Transit staff members was leveraged and included throughout the redesign.

The new online experience, includes restructured content making it easier for users to navigate the site. Some of the more notable improvements include dynamic destination-based schedules; clarified costs associated with PRESTO fares and explaining the value they provide to riders; incorporating real time information on service changes and delays; and a new Trip Planning tool.

“To live up to our customer charter, we needed to make GO Transit’s digital experience an easy one for riders,” says Mary Proc, chief marketing officer, Metrolinx. “Throughout the project, we gained valuable insights about our riders and how they use GO to help improve the site. So far, the feedback has been incredibly helpful and constructive and we welcome all riders to take the survey and send us their suggestions.”