Created in 1997, the website for the Société de transport de Montréal was still meeting the needs of its users. But just between us, “Tout azimuts” had seen the end of its days.
Completely rethinking the site for the future was an exciting challenge, especially since the current site was still scoring over 90% on the satisfaction scale.
We had to meet the high expectations of STM users, so we implemented a user-centric approach to develop a platform that would truly fulfill their needs.
Also, the design and architecture had to coexist with a number of different technologies, while still meeting the highest accessibility standards to reach the most people possible.
To make certain we understood their needs, we invited users to draw their ideal home page. Eight times out of 10, the transit map was front and centre.
That’s why the map is the first thing you see when you visit stm.info. We leveraged the open-source technology OpenStreetMap and had a new map drawn to match the STM’s signature look.
Since STM users are always on the go, we also built a mobile web app, accessible from any smartphone. It has all the main features of the website, but adapted to the specifications of each platform.
To make the transfer as smooth as can be, there were two stages of beta testing with thousands of users. This helped avoid online service interruptions and allowed users to familiarize themselves with the new environment.
The success is in the numbers! Social networks reacted very positively, the bounce rate dropped from 40% to 30%, the number of pages visited and the length of visits both doubled and, best of all, use of the trip planner jumped by 50%.
And this is only the beginning! In coming years, Montrealers will enjoy many new online services that will make their everyday travels all the easier.