New System One website is just the ticket

Background
Following the primary marketing objective for 2006 to rebrand travelcards for Greater Manchester, in July 2006 System One Travelcards commissioned Studio North to design and build a completely new website. 

The old site was inflexible and updating costly without CMS. From a customer perspective it was cumbersome and confusing. Design-wise it was far too reliant on heavy background colour and out-dated illustrations, which in turn only served to compound usability issues.

The objective for the new site design was to deliver a fresh approach, be easy to use and provide an eye-catching showcase for the brand and product range.

Solution
Since redeveloping its identity, System One aims to live up to the values of professionalism, value and choice, trustworthiness, clarity and appeal, friendly and approachable, honest and open. The website design and content style clearly reflects each of these brand values.

In terms of the website colour palette and use of the “Mr Red” character, the website clearly and accurately reflects the style guide, whilst adding value by bringing the character to life. In terms of its tone of voice, the website also reflects the brand guidelines to deliver copy which transcends all age and social groups, whilst taking into account varying levels of English comprehension. Essentially, the website has to appeal to everyone!

The website provides an eye-catching and comprehensive showcase for the full range of System One Travelcard products and is having a positive impact in terms of the number of partners who now want to promote the System One website via their own.  

Since launching the new website to reflect the rebrand style (23 September 06), unique visitor numbers have increased by 25% from 1,000 in the first month to an average of 4,000 a month (to February 06). The average time spent on the site is 6 minutes per visit.

Studio North also created a series of online advertising collateral which was implemented across other relevant websites both inside and outside the public transport industry.

Visit the website:
http://www.systemonetravelcards.co.uk

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