Innovating Australia's toll road experience

Beginning with real customer needs to reinvent the toll road experience in Australia

A disruptive customer-centric transformation for Transurban

The challenge

Transurban’s markets were ripe for reinvention, with opportunities to consolidate a leading position and deliver business benefits through a superior customer experience. The approach taken was to demonstrate tangible business benefits by aligning and focusing on three strategic objectives; enhancing reputation through customer experience, reducing cost to serve and driving revenue.

The research

In this thirteen week project that covered discovery, customer insights, co-creation, prototype and test, The Customer Experience Company (CEC) team started out by fundamentally understanding the needs and behaviours of road users.

The findings

The research led to a set of customer personas, deep insights and customer value propositions. The persona and customer insights from the discovery phase formed the foundation in which a collection of concepts was conceived through several co-creation workshops.

The solution

These concepts were rapidly prototyped and iteratively refined through rigorous customer testing and then brought to life through three service blueprints. The service blueprints delivered on the three strategic objectives and were underpinned by a set of experience and design principles that provides a framework and guidance for the development of future initiatives and concepts.

Outcomes included:

  • Development of a roadmap to help Transurban improve their current service by eliminating major pain points.
  • Prioritised customer experience initiatives and concepts that were presented to the Board for endorsement and funding.
  • Built the customer experience playbook which is used during on boarding for new employees and as reference for customer experience decisions.  
  • In 13 weeks, we helped Transurban prioritise their focus on business initiatives that improved the bottom line through better customer experiences
We provided a brand new innovative business model to disrupt the toll market, which has resulted in their latest award-winning product, LinktGo.
Want to know more?
Speak with the project lead
Raj Mendes

2018 Winner: Digital Design Apps and Software via Transurban and Outware Mobile

View award
Innovating Australia's toll road experience

Service Design & Research

Understanding and designing for customers

Capabilities we used

Customer Strategy
Customer Value Proposition (CVP) Design
Digital Transformation Strategy
Product Design
User Experience Design (UX)
Omnichannel Design




© 2021 The Customer Experience Company
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