UK railway rebrands corporate website

All good rebrands begin with careful research, so when the UK’s East Coast railway company chose to rebrand its corporate website it chose to bring this stage of the process to the foreground.

The East Coast design team shaped the new website in response to customer feedback, going back to the drawing board on multiple occasions in line with user recommendations.

East Coast digital manager, Emma Passey, says, “At the end of July, we invited customers to tell us what they thought of a beta (test) version of our new website. We’ve read every single response, and really appreciate the time our customers have taken to share thoughts and suggestions with us.”

Feedback showed that people like the new site’s simple design and find it easier to use. The new site is also designed to be better suited to mobile devices such as smartphones and tablets.

Passey says, “We’ll continue to refine and improve the new website, and we certainly hope customers will keep on letting us know what they think of it. This valued feedback helps us to ensure the website offers a fast and easy-to-use way to get information and book tickets with East Coast.”

The East Coast website is now live, its first major redesign in seven years.