ARRIVA BUS: Growing a share of the UK public transport market

Technical build, user experience for apps and ecommerce platforms,
as well as campaign creative and execution.

The full story

Arriva is a leading bus operator in the UK, servicing over 1.5 billion bus journeys every year. We’ve been helping them grow their share of the UK transport market since 2008.

Our User Experience (UX) strategy work forms the backbone of a full digital programme, and we’re constantly optimising digital activity based on insight from key performance metrics.

Our work includes customer acquisition and retention campaigns, a website servicing over 15 million visits a year, up to the minute journey planning, and generating a 12% growth in monthly online ticket sales through ecommerce.

In recent years focus has shifted significantly to mobile with over 1 million Arriva customers each month using mobile devices to access a fully mobile optimised website and mobile ticketing app.

Check out the latest version of website here.


Growth in online ticket sales, with a focus on mobile devices to deliver journey planning, timetable information, service updates and ticket sales.

Social media and display advertising targets students with season ticket sales, bus travel for shoppers, family days out during school holidays and fuel cost calculators to encourage car drivers onto the bus.


Website design and build on the EPiServer 7 CMS platform, optimized across mobile, tablet and desktop. Includes hosting, technical support, and CMS user support.

Front end re-design of the Arriva M-ticket app, including customer research, market tested prototypes, look and feel design in line with a renewed brand.


Campaigns integrate the website, mobile, social media, display and email. Targeting prospects and customers to change behaviour and increase bus usage.

Freestyle Website Optimisation team measure website performance and constantly improve customer journeys, content and search engine optimisation across the site.



in monthly

ticket sales


Website and ecommerce design and build on the EPiServer 7 CMS platform.

We researched customer behaviour and website usage, benchmarked competitors and worked with Arriva stakeholders to plan, prototype and test the best possible customer experience.

The EPiServer CMS platform delivers tailored experiences for different ‘visitor groups’ and targets different customer segments with personalised website journeys.

Our Website Optimisation team measure site performance and work to improve customer journeys and content across the website. The site services 15 million visits a year and has delivered a 12% growth in monthly ticket sales through ecommerce since our last redesign.

We also host the website and provide technical and customer support through our Website Support team.


Over 75% of website traffic now comes from mobile devices, so everything we do for Arriva is optimised for use across mobile, tablet and desktop.

We led the User Experience (UX) design of the Arriva M-ticket app as part of a re-development to increase usage and sales revenue through the mobile channel. Mapping the optimal customer journey based on customer research, we built and market tested prototypes, and re-designed pages in line with a renewed brand look and feel.




Summer campaign targeting families with offers on
attractions across the UK.

Days Out section on the Arriva website allowing people to search by location and attraction type and to download money-off vouchers.


Promoted through opt-in customer email, display advertising, and across the Arriva website and social media.


Arriva Fuel Calculator showing car users possible savings on annual fuel costs through bus travel.

The calculator asks questions about car type and car usage, then shows a comparison between the cost of bus travel and car usage as well as personalised results for possible savings and suggestions for the best bus ticket to buy.


Spotify partnership inviting UK students to build a community playlist and win music downloads and free Arriva bus travel.

Capturing opt-in customer data, used to sell Arriva student season tickets.

Promoted using social media, email and online display and video advertising.

Over 20,000 students engaged, thousands of music tracks added to the playlist and over 2,500 buy-online submissions.


12% online revenue growth year-on-year

Half a million tickets sold through digital channels every year

15 million website visits annually

800,000 timetables delivered each month

200,000 journeys planned each month

1 million monthly website visits from mobile devices, with over 2,000 different device models catered for

What our clients say

Freestyle really get under the skin of who our audiences are and what they want from the online experience. We have their Customer Experience map on a wall in our office!

David Shadbolt, Arriva Bus

Case Studies