2014
:
Transport for London

Experience Strategy

On joining TfL the strategy work was incomplete, unfocused and mainly done by an external agency trying to sell big but unproven ideas. They had delivered half a site due to time constraints and no real documentation. We needed to see where we were.

Aims

On joining TfL the strategy work was incomplete, unfocused and mainly done by an external agency trying to sell big but unproven ideas. They had delivered half a site due to time constraints and no real documentation. We needed to see where we were.

Methods

I spent a lot of time on the site and did a series of one to one stakeholder interviews around the business to understand how the site was perceived and how it was structured. I iterated a series of diagrams to try and capture the overall system for TfL online.

Outcome

I got to understand the User Types (what I use instead of personas) and also the transport mix for TfL which informed future projects and allowed me to prioritise the many projects I had to look after.

Project Deliverables