Mapping the user journeys
Simplicity was a core consideration from day one, forming a pillar of Littlepay’s brand strategy and, indeed, the brand and product's key promise. This need for simplicity was further supported by our competitor research, where the best-practice examples all boasted powerfully simple yet focussed brands, messaging and navigation.
But simplicity is hard earned. The technology is complex, and although Littlepay's primary audience is transit operators, it was important that anyone from passengers to potential employees could understand and navigate the website and its content. So, how do you make one website speak to multiple audiences, all with varying levels of understanding? Mapping user journeys is a good start.
We began by creating an initial site map; a proposed layout of Littlepay's website including primary and tertiary pages, links and calls-to-action. Together with Littlepay, we then added, subtracted and consolidated pages until we felt we had the simplest and most effective information architecture.
We then set out to embody some of the key audiences, exploring the site map and asking ourselves "If I were a potential employee, where would I go?", "If I were a device partner, what kind of information would I be looking for?". By putting ourselves in the shoes of the people we're communicating with, we were able to map their journey across key pages and pinpoint critical messages and calls-to-action for each, colour-coding them for future reference.
Using our newly coded site map, we were able to plan the content, messaging and visual assets for each page, with clear goals in mind for every audience.