Transports publics genevois (tpg)
tpg faced the need to redesign www.tpg.ch to better support everyday travel planning.
While most visitors came to check traffic, prepare a trip, or consult schedules, the website struggled to serve very different users with the same interface.
To design a site that truly worked, tpg needed to understand who their visitors were, why they came, and how different expectations shaped their digital journeys.
We captured real digital behavior directly from website visitors:
> Online intercept survey embedded in tpg.ch
> Quantitative segmentation analysis
> Follow-up qualitative interviews to refine and validate personas
We built a clear picture of how different visitors use the website:
> Visitor evaluation of the existing sections of the website
> Gallery of detailed visitor profiles derived from quantitative segmentation analysis refined with interview-validated personas
> Mapping of personas to key website sections and user journeys
> Identification of priority content and functionalities for each profile
tpg used this work to redesign tpg.ch based on real digital journeys rather than average users.
The personas helped prioritize homepage content, structure core sections, and adapt the experience to different levels of urgency, frequency, and digital confidence.
