Historically, toll payment options have been business- rather than customer-centric. We resolved to put customer first. Taking a human-centred design approach, we started with desirability, conducting quantitative and qualitative research. Insights informed a working proof of concept developed in just six weeks in partnership with ARQ, application design and UX experts. Next, concurrent to performing system usability tests, we rapidly released a beta to 1,200 users to gather data and feedback from real customers.
LinktGO was fully released as an MVP with a feedback function embedded, providing a continuous loop for improvement driven by those who matter most – customers.