2 million more seats
What we did
Transforming an american icon
To be asked to bring a 100 year old American icon through a digital transformation is a huge compliment. But when you win a project like this, there's no time for self congratulation. It's time to prove what you can do. To roll up your sleeves and get to work.
Greyhound has significant growth ambitions, and the strategy for the transformation is a simple one: leverage digital platforms to boost travel frequency with existing passengers and increase the number of new customers. All whilst developing a brand which stands as an American icon and creating a brand platform for engagement with the audience across all channels. Simple.
Putting a strategy in place
With the management team at Greyhound, we structured a programme of work to help define the digital strategy. The end-to-end process was driven by insight gathering and user validation, essential for e-commerce at this scale.
After immersion in the company's 5 year plan and a process of defining and baselining the metrics we wanted to perform against, we moved into outside factors of market positioning and functional analysis against the customer's expectation for a modern transport brand in digital.
Only then did we get started on planning the cornerstone in the new digital strategy. The new Greyhound website.
Telling honest stories
Our vast amount of user insight work told us that we needed customers to feel a connection to their fellow travellers and the staff behind the brand.
We connected with travellers on social media and found some to follow with a Brooklyn based film crew. We shot stunning and heart warming stories of Greyhound customers and the reasons they travel.
Each one representing one of our personas from our user research.