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Context

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Sanef is a motorway management company operating 1957 kilometres of network in France, mainly in Normandy, the Hauts-de-France and Grand-Est regions.

In partnership with the French State, Sanef is exploring an innovative project transforming the first complete axis in France - the Normandy motorway (A13 - A14) into free flow. This will allow customers to use the 210 km motorway between Paris and Caen, without stopping at toll gates and without reducing their speed, thanks to sensors allowing vehicle identification. The free flow will be operational in 2024.

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Challenge

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#Reimagine customer experiences with free-flow toll to:

• better meet their journey needs from the customer homepage
• evolve towards a stronger commercial approach from the corporate homepage

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Team work

Over four weeks, Sabine Dautzenberg (UX Researcher) and I framed a strategy for how the redesign work could be done to improve the customer digital journey and innovate a commercial approach for the arrival of the free-flow toll system.

At first, we conducted in-person stakeholder interviews to understand their expectations and desired outcomes.

Then a SWOT analysis for the current homepages and a benchmark with major competitors were conducted, which allowed us to extract valuable perspectives for elevating overall customer experiences.

After that, I reviewed Sanef's customer data and design resources to gain a deep understanding of its business values toward customers, and design expectations.

Finally, we prioritised our design solutions with Sanef and then delivered high-fidelity interfaces (mobile first, and desktop) that have been approved in terms of design strategy and technical development.

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Research insights

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# SWOT analysis of the customer homepage

To gain a better comprehension of Sanef's digital strategy, as reflected in their two current websites, we undertook a SWOT analysis with a specific emphasis on usability and user experience. This endeavor has proven instrumental in revealing potential correlations between the current customer journey and the noteworthy implications that may arise from the "Free-flow toll" project.

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# Competitive reviews in terms of customer journey

To gain a comprehensive understanding of how Sanef's competitors address the design challenge, we performed a competitive analysis involving two direct competitors—Vinci and APRR/AREA—and one indirect competitor, RATP. They were selected due to their provision of similar content and functionality aligned with the target customer journey of Sanef.

Here I looked at two pivotal areas of focus common to all these companies, seeking to identify relative strengths and weaknesses, as well as discerning trends and differences.

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# Prioritization of customers' needs

Following an analysis of Sanef's user data, we constructed a digital journey and identified potential future needs that might be expressed by their target customers when utilizing the "free-flow toll" service. Subsequently, we conducted a prioritization process to align with our ongoing redesign efforts, incorporating reviews of information architecture and design guidelines.

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Outcome

With a focus on a mobile-first strategy, we have successfully redesigned the homepages for both Sanef's customer and corporate sites. Our deliverables include specific recommendations that centre around enhancing the customer experience and aligning with the commercial approach of the "Free-flow toll' project.

=> To view the mobile prototype

=> To view the desktop prototype

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#Customer website redesign ↓

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#Corporate website redesign ↓

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