WY Metro

Responsive e-commerce website UX, design and build

The challenge

Headland have worked with WY Metro and West Yorkshire Combined Authority (WYCA) for five years. Our most recent brief was to consolidate a suite of sites into a single responsive platform, including the design and integration of the authority’s new e-commerce Tickets & Passes platform, creating a solution promoting the authority’s full range of travel cards. The site needed to be simple to use while on the move, featuring seamless integration of back-end system data, real-time bus information and e-commerce functionality.

The solution

The CMS based responsive platform provides content management for the authority’s main public facing website, integrating timetable data, real-time bus information and journey planning tools. The website represents WY Metro taking its first steps into online ticketing and e-commerce. Headland has supported this by creating a responsive Tickets and Passes platform, integrating it with Metro’s eCRM back-office. The site launched with two initial products, the under 16 and 16-18 student cards. Phase two will introduce further products including a 19-25 travel card, Seniors passes and the M-Card, a generic travel card.

In addition to timetable data and ecommerce functionality, the site features a large volume of text based content. Headland created a consistent yet flexible design with an intuitive navigation structure to optimise the users’ orientation. The UX allows easy use of real-time travel information while accommodating more substantial background detail for those who need it.

  • A fully responsive design
  • Building on top of out-of-the-box CMS functionality
  • Integration with back-end systems
  • Agile approach
  • E-commerce integration

The results

The updated site enables users to access the site effectively across a broad range of devices and browsers, plan their routes and benefit from applying and paying for travel cards online.

  • Improved efficiency for website administrators
  • Improved user experience
  • Successful e-commerce deployment
The team at Headland have brought the insight, experience and commitment to the account we were looking for in order to take our web strategy for transport forward and almost as importantly they are enjoyable to work with.
David Gill, Assistant Director, West Yorkshire Combined Authority