The history

Having inherited the original (outdated) Travel West Midlands website over seven years ago, we were originally tasked with transplanting over 38,000 pages of historical information into a new ‘skin’ based on a new design and user experience.

At the same time, we were also required to re-design and re-plot the user journey and functionality of the adjoining, highly secure, trans-actional site that processes passenger travel card sales.

This we did and the resulting, seamlessly conjoined site(s) resulted in a 60% spike in travelcard sales through the new tickets portal.

However, websites must keep progressing so fast forward a few years and it was time to refresh the sites once again to reflect the new corporate colourways that had been rolled out across the two thousand plus strong bus fleet.

The idea

Far from being a simple look and feel job for our web design and UX team, our development staff also contributed hugely to the project in the guise of some complex coding, namely:

  • New journey planner to help travellers find the quickest way to their chosen destination;
  • A simpler ‘buy online’ area with tickets and passes much easier to locate and purchase online than previously;
  • A fully responsive site giving users access to every part of the website while on the move;
  • Clearer distinction between each National Express operating region with colour coding to ensure users know exactly where they are;
  • Major restructure of the underlying software architecture to enable compatibility with newer and faster systems.

The hard work has certainly paid off. With user data starting to come in we’re seeing improvements across the board already.

The results


increase in revenue after the new site launched, thanks to mobile optimisation


increase in return visitors, retaining those users and encouraging them to buy

We’re very happy with the site. It looks fantastic and the team pulled out all the stops so well done to them.

— Daljit Kalirai, Head of Card Sales, National Express Bus

See the site

Check out the new here.