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Kinetic
A refreshed digital platform
The challenge
Established in 1978 with Melbourne's iconic airport transfer service, SkyBus, Kinetic has evolved into a global player and Australia and New Zealand's fastest-growing bus network. Hardhat was tasked with consolidating sub-brands under a new global parent-branded house architecture that was consistent, logical and accessible.
Our primary objectives were: 1. Establish a category-leading design that reflects Kinetic’s reputation for innovation in the market. 2. Support future integrations and improve operational efficiencies with design systems to support growth and acquisitions. 3. Facilitate network-wide charter bookings and enquiries through a streamlined booking experience.
Our challenge was to design one cohesive branded experience that could strike an appropriate balance between business objectives and fundamental passenger needs. First and foremost, from a brand first perspective, the site needed to build trust and credibility around Kinetic’s progressive, proven and people-first proposition in a way that could support large government tenders and elevate them as a employer of choice. Our second, but much more complex and competing objective, was to surface fast actions and comprehensive travel information for B2C passengers seeking to book charters, find lost property and access public transport across Kinetic’s global network.
Our solution was to develop and present a simplified, adaptable, and genuinely intuitive navigation system that is focused on a clear hierarchy of passenger user needs on one side whilst catering for business and brand objectives on the other. Innovative and dynamic edge-to-edge design systems help to elevate the brand experience well beyond what is expected of the category. The site fosters engagement by embedding rich media and data to visualise and simplify storytelling, highlighting Kinetics' customer and employee value propositions.
Enter the Choice Paradox. So called because we love the idea of choosing, but are quickly overwhelmed by choice.
Behavioural insight | Choice Paradox
The solution
Our solution was to develop and present a simplified, adaptable, and genuinely intuitive navigation system that is focused on a clear hierarchy of passenger user needs on one side whilst catering for business and brand objectives on the other. Innovative and dynamic edge-to-edge design systems help to elevate the brand experience well beyond what is expected of the category. The site fosters engagement by embedding rich media and data to visualise and simplify storytelling, highlighting Kinetics' customer and employee value propositions.
The site's efficiency is underpinned by smart passenger search and enquiry functionality that elevates quick actions and common user journeys to the main menu. This menu also guides users towards information-rich regional hubs, architected around local passengers in individual regions across Australia and New Zealand. Templated regional hubs, optimised charter bookings and fleet reservation forms have been purposefully designed to accommodate for future network localities and grow exponentially with each unit.
The results
Our focus on creating a unique user experience has resulted in a digital platform that is easy to navigate and access information. With its cohesive brand identity, our future-proofed digital ecosystem effectively communicates Kinetic's values, supports future growth, and engages its core audiences.
