Sustrans are the sustainable transport charity who work on practical projects to encourage people to walk, cycle and use public transport. Sustrans’ website allows users to find out where the nearest signposted National Cycle Network is via an online mapping facility. They asked us to recommend how to improve their website, so that it reflected the needs of their target audiences.

What we did

We conducted a focus group of occasional and frequent cyclists to understand how individuals went about identifying and choosing cycle routes online; how user experience could be improved and how, in response, the website could be improved to reflect their needs more closely.

What we found out

• Users found it difficult to find content and either sought alternative navigation or gave up completely.
• Users required more holistic and joined up information

What we proposed

• Simplify content and design and organise around user needs.
• Improve clarity of signposting to content and services.
• Guide users to relevant content by helping them assess and qualify their requirements.
• Ensure seamless integration and delivery of all services through single website (e.g. linking shop with search).
• Improve maps and search tools to reflect users expectations.
• Ensure the site is well promoted via search engines and/or reciprocal links.

Visit: www.sustrans.org.uk