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University project to highlight the improvements that Dublin Bus should be put in place to be more user friendly. All plan is for digital improvements only. Project developed for the course "Marketing to the Digital Consumer", Professor: Dr. Muzellec Students: • Lara Zaccaria • Tove Perlhede • Conor Mc Donagh • Sabina Sayers For more info just pop on my LinkedIn profile.
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Tove Perlhede 14206199Sabina Sayers 14206204Lara Zaccaria 14200346
Conor Mc Donagh 14204490
Listening to the digital consumerListening to the digital consumer
Dublin Bus
Business overview Issues Research ConsumerInsights The next level
Welcome on board!
Established1987
State ownedState ownedMonopolyMonopoly
118 Millionpassengers
annually
Business overview
Issues Payment System WebsiteUser experience, content and SM connection
Mobile App.Navigation and lack of important features
Social MediaGeneral management of the digital channels
Socialmention
Sentiment Viz
Netnography& WatsonUser Modelling
Research
NegativeNegativeeWOM andeWOM and
poor CSpoor CS
FindingsNeed for a betterNeed for a better
UX andUX andcommunicationcommunication
CooperatingCooperatingcommunitiescommunities
with clear ideaswith clear ideas
NeutralNeutralperception of theperception of the
BrandBrand
Consumer Insights
@husm0nk3yI'd love to puncture thehead off that annoying#networknoel
Rob Keartland: "Publictransport in Ireland.... a jokethat will never end..."
Let's take it to the next level!
Value Proposition
Payment System
Mobile App & Website
Digital Strategy
"Dublin Bus offers a reliable service for the whole"Dublin Bus offers a reliable service for the wholecommunity. By providing its commuters with moderncommunity. By providing its commuters with modernand functional mobile app., Dublin Bus aims to deliverand functional mobile app., Dublin Bus aims to delivera positive and interactive journey both online anda positive and interactive journey both online andoffline"offline"
New Value Proposition
Payment System
Text message ticket Online top up withautomatic redemption
Mobile App. Route PlannerCached Maps
Estimate time to walk
Display fare price
SEO StrategySEO Strategy
ImportantImportantinformation aboveinformation above
the foldthe fold
Clear andClear anddetailed accesdetailed accesto ticket pricesto ticket prices
Route PlannerRoute Plannerwith accuratewith accurate
travel timetravel time
Website
<html>
<html>
<body><body>
<head><head>
DigitalPromotionStrategy
SEO Plan
SM Strategy
Mkt Campaigns
Email Mkt
Thank You!
