Department of Transport (DoT) is a Government department with a key focus on developing transport planning and policy across the range of public and commercial transport systems that service Western Australia.
For almost 20 years, the DoT offered over 500,000 Western Australians support and advice to reconsider how they get to and from their school, workplace and around their local area.
This was facilitated through a program called TravelSmart with three independent programs TravelSmart Workplace, TravelSmart to School and TravelSmart Local Government.
DoT made the strategic decision to merge the three programs into one single programme called ‘Your Move’ and tasked Equilibrium with developing a major behaviour change website to become the central point of the program.
The website core objective is to reduce the number of cars on our roads during peak periods by encouraging alternative modes of transport, such as public transport, cycling and walking (also called Active Transport).
The website achieves this by enabling workplace Active Transport ‘champions’ to register their organisation on the website and encourage their peers to participate in the program.
Workplaces earn ‘points’ on the website by writing (blogging) about programs and initiatives implemented in their workplace. Their blog posts are given a points allocation which can be used to redeem rewards from a shop, such as acquiring bike racks.
Other organisations can view and comment on another organisation’s stories, and can see how they are comparing to other organisations via a points leader board. As an organisation builds up points over time, their organisation also achieves official status’s, including Gold, Silver and Bronze.
Organisations can also send out travel surveys to their workforce to obtain additional points. The survey information is used by DoT to help inform strategy, policy and program decisions.
Equilibrium planned and facilitated a comprehensive research and scoping phase which was undertaken with various stakeholder groups within the department.
User groups were also held with end-users, such as users from Local Government organisations, schools, private organisations and general members of the community to gauge their requirements and experience with the previous site.
We undertook an in-depth strategy phase involving developing user personas and user journey mapping. We then developed full interactive wireframe prototypes that were tested on real users to ensure the website user journey was 100% optimised.
As well as developing the program itself, we also developed an accompanying journey planner
The Journey Planner allows users to set a start point and end point. Utilising Google Maps, the Journey Planner provides directions to the destination using public transport, cycling and walking travel modes. The Journey Planner ties in with a central events database. The database houses hundreds of events in the Perth metropolitan area and provides users with directions to the event.
Prior to the website launch, Your Move underwent a significant brand overhaul. Equilibrium was tasked with extending the brand design to digital executions. Following the brand hierarchy, we introduced a different colour palette for each user type, allowing users to identify which path they should take on the site.
We developed a unique icon style used throughout the site to act as signposts and aid in the user journey.
The Your Move site was very complex project and needed an enterprise level back-end solution. We developed a fully integrated .NET based CMS allowing administrators full control over content, points allocation and blog moderation. A sophisticated, role-based authentication system providing varied access to the program depending on the user's role in the organisation.
Complex survey system allowing schools and workplace to capture large volumes of information and display this information through visual cues – such as graphs. Complex workflows, such as email notifications and authorisation systems.
