The challenge

When the Road Safety Authority (RSA) was founded in 2006, it launched a temporary website. Three years later that site was still there. It wasn’t providing a useful service to customers, supporting above-the-line campaigns, easing customer service calls or strengthening the brand.

What we did

Online strategy: Based on customer research and business analysis, we identified where the RSA could benefit most effectively from the web. We recommended that the site should focus on customer service, supporting the huge number of inbound queries regarding testing, licensing and legislation.

Web applications: We created a new driving test application, where people could apply for their driving test online, reducing the load of work on the call centre and intergrating two formerly complex systems.

Information architecture: We restructured the site based on key customer groups: learner drivers, licensed drivers, professional drivers, etc. This gave the site an immediate customer-focus.

Content strategy: We delivered a comprehensive content strategy that included a site rewrite and a publication workflow. The new content tackled the immense amount of legislation, explaining it in plain English.

Visual design: Our visual design translated RSA's brand (high profile with a celebrity spokesman) and serious purpose (saving lives on the road) into a coherent look and feel.

Campaigns: RSA campaigns are very successful on other channels, and we created a simple framework to duplicate this success online.

Front-end development: We used XHTML & CSS to develop the website, while staying fully compliant with W3C guidelines.