An analysis of SNCF user behaviour (via search keywords, analytics and social media monitoring), revealed that the three largest motivations people had for using the site were:
Taking a consumer-orientated approach, we created an intuitive and innovative ecosystem that would help SNCF create a new relationship with customers by providing functional responses to their questions.
The result is SNCF.com, a hub that centralizes all of the information required by travellers, businesses and public institutions. With a few clicks, users are able to quickly find the information they are looking for or are re-directed to the appropriate SNCF sub-site.
Among the many new features found on SNCF.com, the new information architecture is an example of the evolution of the site. The intuitive menu was developed with the user in mind and is designed to adapt to different user paths. In addition, the graphical overhaul of Voyages-SNCF.com (SNCF’s online travel agency) is successful in creating a consistent visual experience between the two sites.