MAKING TFL DIGITAL: WEB, OPEN DATA AND BEYOND! Phil Young Head of TfL Online!!

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1 MAKING TFL DIGITAL: WEB, OPEN DATA AND BEYOND! Phil Young Head of TfL Online!!

2 Overview Background the TfL challenge Context our digital strategy What customers want our digital strategy Insights mobility as a great disruptor The approach how we went about it Key decisions the foundations on which we built Outcomes our experiences so far 2

3 BACKGROUND!

4 The TfL challenge - scale

5 Issues with previous web offering Mobile site features were too limited Met core functional needs, but required user effort for more complex tasks (eg finding maps, logins). Too business/corporate focused Users wanted a more personalised experience Site was old-fashioned, poor use of modern screen sizes 70 sub-sites led to inconsistent experience

6 CONTEXT OUR DIGITAL STRATEGY!

7 TfL Reputation Framework Understand what we stand for Excellent reliability and customer experience Value for Money Progress & Innovation Trust 7

8 What customers want Delivering Every Journey Matters through digital Any place, any device access Tasks are made simpler, to save customers time Customers mostly self-serve Staff can fix customer problems easily Leads to Customer experience reflects Every Journey Matters A personalised service Everything from TfL in one place Easy to find help Structured information is easy to find and accurate 8

9 Six overlapping themes 1. Web mobile, tablet and desktop 2. Open data and Apps World-class digital services for customers, fully integrated Free and open data is the default. Proactively work across all devices and services. Digital information displays with developers. Apps developed by the market. and kiosks. Intervention by TfL only where market cannot deliver. 3. Employee digital tools 4. Social Staff digital services and tools integrated across all devices. Mobile digital transforms how staff deliver Multi-way engagement for service services. information, customer service and marketing. Social business to realise benefits of internal networking 5. Value for Money Simplified, integrated sites and services avoiding duplication across: development, hosting, content management, analytics, security. Third party revenue generated. 6. Digital Marketing Digital channels fully integrated with traditional media campaigns as needed 9

10 Integration of public digital Producing a single TfL online service, through a single user interface and frontend application, using single sign-on and interfaces to each business system tfl.gov.uk single sign-on Journey Planner API Oyster/ ticketing API Congestion Charge API Bus Information API Cycle Hire API Roads API New services added as APIs 10

11 SOME INSIGHTS 11

12 London has changed Londoners use the internet. It is seen as being ubiquitous and expected to be available. GROWING use the internet for maps or directions. GROWING of Londoners use TfL s website. 12

13 Our customers are going mobile GROWING of Londoners own a smart phone. of Londoners use the internet on their mobile every day. use TfL s site via a mobile. of Londoners use apps. HUGE growth in tablet use of adults now use one. 13

14 And becoming more social GROWING of Londoners use of social media 83% of these use Facebook 30% of these use Twitter year-olds spend on average on social networks 14

15 OUR APPROACH 15

16 Stakeholder engagement INTERNAL Direct engagement with over 70 key stakeholders! Stakeholder Working Group Met every 2 weeks to review latest progress on the website in detail Representatives from operational businesses, Marketing, and Customer Experience! Internal comms Articles on intranet, in staff magazines and newsletters EXTERNAL Engagement with London TravelWatch, TfL s Youth Panel, disability charities 16

17 Requirements The new site needed to meet customer needs first, while delivering on business objectives and taking into account technical considerations. Business Customer Technical Key customer requirements 1. Consistent experience of TfL 2. Easy access to customer service 3. Personalised information & alerts 4. Real time info on-the-move 5. Improved navigation 6. Improved visual appearance 7. Humanised interaction 8. Simplified log-in 9. Integrated journey planning tools 10. Trusted source of information 11. Simplified experience 12. Reassurance around travel decisions 13. Control of personal information

18 Concepts - Great on mobile A mobile first strategy Travel information will be mobile first Responsive Design is being used to have a single website working seamlessly on mobiles, tablets and desktops Corporate information will be viewable on a mobile but best on desktop Some sites will take longer to convert to mobile due to contract lifecycles (eg Congestion Charging) 18

19 Concepts - Journey Planner The Journey Planner user interface will be significantly improved Personalised based on previous planning behaviour Improved access to options for accessibility and modes Integration with bus and Tube departures and live travel information Integration with Oyster balance and Journey History (later phases) Addition of fares information (initially single fares) 19

20 Concepts - Personalisation The new website will make things easier for customers Remembering common journeys, places and preferences Presenting information for that individual customer Initially this will be without a login In later phases, through single sign-on, we will integrate TfL accounts and optimised the site for each customer 20

21 Testing concepts 21

22 KEY DECISIONS

23 New from the ground-up New caching solutions for personalised and localised content New River service board Platform for further development, single sign-on, TDM, Contactless etc New Journey Planner interface Google Streetview New Trams service board Google maps Personalisation Whole site now on mobile Responsive design New Roads service board and mapping New cloud hosting more resilient and auto-scaled for capacity New schematic mapping New information architecture New search MVC development model New Emirates Airline service board Lower overall hosting costs Integration of all modes of travel information for the first time Faster live info 5m to <30s New Nearby tool Re-written content mobile first Localisation Integrated fares in Journey Planner* New single, normalised API for efficient development, modal integration and developer benefit 23

24 Key decisions In house team and multi-supplier environment co-located Agile approach for iterative development Responsive design for best experience and simplicity of support Mobile first, for majority mobile usage in future Cloud hosting for scale, resilience and cost API based approach, normalised data model to allow integration Design for localisation and personalisation and future needs Transformation preferred over incremental change accept risk, mitigate with agility

25 Responsive design

26 Platform requirements - functional Personalisation and localisation, high volumes of unique requests and spatial queries Presentation layer separated from back-end applications so integration can be achieved Data will come from numerous disparate systems, with differing data models Integrated and consistent data is required for all transport services Integration of CMS and web application through MVC model Responsive design for mobile, tablet and desktop And many more...!

27 Platform requirements non-functional Scalable to accommodate 30x spikes and beyond 24 hour services, 100% availability capability Fast response times! Limited capabilities of back-end systems Highly secure Realtime services Cost effective And many more...!

28 Choosing the cloud Elastic capacity unmatched, autoscaling Speed and flexibility to stand up, automation for easier management Cost pay for what you use Resilience and referencability AWS selected because; Best match at the time for our multi-os stack Cost effective Rapidly developing platform with new services and ongoing cost reductions

29 Challenges of delivery Applications evolving through an agile programme as platform being built In house team and multi-supplier environment Challenging timescales to move from experimental to production Lack of cloud experience Platform maturity still developing Internal scepticism!!

30 OUTCOMES

31 What we delivered A single API with a canonical data model, powers whole site Google maps integration throughout, replacing 5 different platforms Complex web application through MVC Multiple environments, push button creation and product deployment Autoscaling Blue/green release approach Varnish caching layer Web application firewall!

32 Key customer outcomes Journey Planner usage up 10% with highest ever number of visits (10 million) in April Mobile and tablets have made up 54% of visits so far, increasing to 64% at the weekends After two months 19 million unique devices had visited the new website, viewing 225 million pages in 48 million visits!! 32

33 Some key learnings overall Involving customers helped use of beta sites, feedback, blogging, social and all forms of available engagement to gain buy-in! Developing agility in the new world cycles are days, weeks and months not years we re still learning in this but making progress! Building mobile first mobile is and will increasingly be the dominant device. Mobile first approach is well justified.! Open data can help leveraging developer community so we can focus on core assets has been really beneficial for us! Thinking integrated customers cross service and geographic boundaries! Investing in digital While some fixed and printed assets will always be required, personal digital is the future and requires investment!

34 What we learned using the cloud Benefits of scripting and autoscaling are very significant, but it s complex to do Specific cloud experience makes things much faster An integrated, co-located team of product development, infrastructure and operations really helps Need a mindset which allows for agility and can accommodate change This type of transformation is not easy but worthwhile, requires bold decisions and some risk as elements may be unknown Operating costs can be significantly reduced

35 Some Awards... Best overall user experience and Best information UXUK awards! Best mobile solution International Design for Experience Awards! Three Honoree Webby Awards Webby s are the leading international award honouring excellence on the Internet! Best consumer website Digi Awards 2014

36 WHAT S NEXT?

37 Coming soon Further developing journey planning national planning, fares integration etc. Live launch of single API and app garden Increasing personalisation, new contactless payments, Oyster, travel alerts, favourites Single sign on for Congestion Charging in development with Cycle Hire to follow Moving Journey Planner to hybrid cloud Exploring single view of the customer to bring services closer together

38 THANK YOU