OpenRoad bridges the user experience gap of traditional tolling websites
The Port Mann Bridge / Highway 1 Project is the largest transportation infrastructure initiative in British Columbia’s history. OpenRoad is proud to announce our prime contractor role in the launch of the Port Mann Highway 1 Bridge Tolling website www.treo.ca.
About the Project:
As the lead digital vendor for the Transportation Investment Corporation we provided the strategy, user experience design, software development and implementation in an electronic tolling system roll-out from global tolling infrastructure provider CS-America.
Road tolling, while commonly used to pay for highway and road infrastructure throughout the world, is relatively new to the metro Vancouver region, and as such, many citizens have never driven on a toll highway or across a tolled bridge. With new RFID-based technology, open road tolling (yes, we found the name somewhat ironic) allows for the collection of tolls without the use of toll booths.
The electronic registration to set up a tolling account with the toll operator, request an RFID tag, and then manage your tolling transactions and account through the Web has typically been delivered by the same large engineering and infrastructure providers who provide the tolling hardware and RFID recognition software.
Unfortunately, the user experience of these web-based tolling account systems is typically lack-luster. In a comparative review of tolling websites from around the world, many were found to be confusing, time consuming and frustrating to use, making a somewhat undesirable mandatory task (paying a toll) even more painful.
Given the increased channel preference of the web and combined with the lack of a toll booth or any person or physical interaction with the tolls while driving, the realization was clear: for many, the experience of the website will be the experience of the tolling service.
OpenRoad created a customized solution for the website and mobile interfaces that significantly exceeded registration targets. We believe the TReO service to be a great example of how the public sector can innovate by providing a compelling and highly usable service experience, while at the same time meeting their goals of reducing channel costs and coordinating large amounts of transactions with citizens.
- Phase 1: The first phase of the TReO tolling site launched on September 12, 2012. Within 1 month of launch, TI Corporation reported that over 100,000 decal registrations had been processed.
- Phase 2: TI Corp had set an original goal of 250,000 registrations by November 30, 2012 with a 60% online self-service rate. Working with OpenRoad, they were able to achieve 550,000 registrations by the November target date with an impressive 80% of these registrations taking place online
- 1 Year After Launch: As of the IBTTA’s 81st Annual Meeting in Vancouver in September 2013, the one year anniversary of the registration period commencing, over 1.4M decals were in circulation; 1.1M local vehicles and 300,000 out-of-province and rental fleet. 80% of daily commutes over the bridge are made by registered TReO customers, and of those drivers, 90% have provided TI Corp with a form of pre-authorized credit or debit information.
OpenRoad, in partnership with the TI Corp, were also selected as the winners of the 2013 BCTIA Adoption of Technology Award for innovating in the BC technology sector and developing a solution that significantly improved the productivity, competitiveness, or profitability of the customers company.