East Coast launches mobile site for passengers on the move.

British train operator, East Coast, has launched its new mobile website, designed and developed by Amaze.

Amaze was appointed by the train operator earlier in the year to handle its integrated digital account, following which a series of website navigation and user experience developments were made to its main website. The launch of the new mobile site is part of the second phase of activity, to introduce a site tailored for the operator’s busy passengers on the move.

During the development phase, live user testing was carried out with passengers on East Coast trains in order to understand what features were most important, create a seamless user experience and generate feedback that would influence the final structure and design.

The new mobile site, which is available on iPhone, Android and other popular mobile devices, is packed with useful features, from journey planning and live train times to station information and the latest travel news. Plans are also in place to introduce ticket purchasing and other functionality in the coming months.

Emma Passey, Digital Manager at East Coast, commented, “We’re really excited about being able to offer our customers a mobile-specific solution that will help them to take control of their own travel plans. The site has been optimised not only for use on mobile phones, but also on other devices such as tablets that passengers regularly rely on when they’re travelling. The feedback during the live testing phase was incredibly positive and we’re confident that the new site is going to improve our customers’ overall travel experience.”

Natalie Gross, CEO of Amaze, commented, “Having a clear mobile strategy in place is a key part of the overall digital strategy we’ve developed for East Coast. The new mobile website has been designed not as an add on to the main website, but as a specific tool that meets the needs of East Coast’s busy passengers whilst they’re on the move.”

The mobile website can be viewed at www.eastcoast.co.uk from a mobile device or at m.eastcoast.co.uk using a desktop machine.