Transurban

To better understand the Express’ Lanes existing digital presence, Beyond Definition conducted several rounds of research. This process started by diving into their current website and analyzing what users top actions are. Since the 495 and 95 Express Lines lived under a different domain than the 395 Express Lanes, our team executed an in-depth content audit to determine how the websites should be combined into one cohesive site. Our initial discovery  also confirmed that transactional pages were a top priority for the new website, which needed to provide a simple and intuitive process for customers to pay invoices and missed toll trips with ease.

The website redesign strategy was based on two key goals: speed and efficiency. We wanted to simplify the overall user experience, focusing primarily on educating site visitors and helping them quickly navigate to their desired page. Using the insights identified in phase one, Beyond Definition developed a refreshed IA to serve as the backbone of the new website. In addition, Drupal was selected as the website’s new content management system. As Beyond Definition built out the design for the website, we conducted multiple usability tests to ensure that the new content, design, and structure were aligning with Transurbans vision for the future. We accomplished this by keeping the website visually appealing, but streamlining the content and navigation.

Following the website redesign, Beyond Definition worked with the Transurban team to inject a breath of fresh air into the Express Lanes so it stood out from competing Virginia Express Lanes projects and HOT Lanes. While Transurban had tapped Beyond Definition with a new look and feel in place, their updated visual identity and voice needed to be translated into a public-facing Express Lanes brand that customers could identify with. This required a complete overhaul of the Express Lanes brand experience. We identified that the Express Lanes target audiences are primarily busy professionals who invest in convenience. Beyond Definition used these insights to develop a brand identity that aligned with the on-the-go lifestyle of Express Lanes drivers, focusing on a “less is more approach” by  simplifying content messaging to educate current and future Express Lanes drivers.

The “Expect Better” launch campaign built excitement around the Express Lanes new digital identity and laid the foundation for future campaigns to flesh out the brands simple, friendly, and colorful theme. To tease the launch of the new site, the “Expect Better” campaign debuted as a homepage carousel banner on the former Express Lanes website. The campaign worked to generate awareness, educate, and persuade drivers to choose the 395 Express Lanes when they opened in November 2019. The integrated awareness campaign included placements spanning the Nationals Stadium, Fashion Centre at Pentagon City, WMATA buses and bus shelters, the Washington Post, display and search, social media, iHeartRadio spots, and interactive content on the Express Lanes website. Each placement reached potential Express Lane drivers, to inform them of the new lanes that could make their day easier. The idea was to highlight the convenience factor for everyday drivers who were tired of commuting in the congested DC-metro area.

As part of the larger awareness campaign, Beyond Definition created several flights of marketing and branded content to shift the focus to direct conversions once the 395 Express Lanes were open. With the driving message of “Why worry? Drive happy,” Beyond Definition created a video series featuring custom-illustrated and animated videos that range from :30 to 2:00. Each video featured a target audience person, reflecting a “day in the life” of this persona and how the 395 Express Lanes will benefit their busy and on-the-go lifestyle. All of the videos take a similar approach of positioning the 395 Express Lanes as a travel option that’s giving you time back, enabling you to show up and not miss those moments that matter. The video series was published on the Express Lanes website and was shared across social media channels. It was tied into the overarching 395 Express Lanes launch campaign, which garnered 227,433 customers driving on the 395 Express Lanes in its first week upon opening.