The document discusses plans to redesign the KSRTC (Karnataka State Road Transport Corporation) website, KSRTC.in 2.0, to improve the user experience. It notes that today's travelers demand relevant, engaging, and customized experiences. The goal for KSRTC.in 2.0 is to provide an innovative framework that delivers content most relevant to each user. The new site will recognize users and personalize content based on what is known about them and their needs. It will also share the unique personality and culture of the KSRTC brand to give users a warm and welcoming experience.

1. KSRTC User Experience Vision
August 2009

2. Why KSRTC.In 2.0?
Because each day more guests enter KSRTC websites than the counters.
Because it is here at KSRTC.In where first impressions are made, where
travel experiences are brought to life and where lasting guest
relationships are built and fostered for the future.

3. Today…
Like it or not, we have a site that reflects the strengths (and
weaknesses) of the corporation and brand. We have a need to excel
at operational efficiency, scale and consistency. But for today’s
highly-informed and empowered travelers and users, with a world
of options at their keyboards, it is simply not enough.
The call for relevant, engaging and customized information and
experiences has been heard loud and clear. It has become the new
table stake.

4. W H A T W E H E A R D
“…it’s fast, it works, that’s about it.”
“…it feels like a site with lots of links, not a
mass transportation site.”
“…all the links are static or behave the same.”

5. So…
We must leverage every pixel of guest, market and search intelligence to
provide our users with what they now demand - from the very moment they
enter our site. And, trends clearly indicates this is no longer just the home page.
Our mission for KSRTC.in 2.0 is to craft an innovative framework of flexible,
customizable online entry points that reflect a new spirit to serve. A spirit to
serve each and every user with the Content of Highest Relevance.

6. KSRTC.in - Experience Hierarchy
CONTENT OF HIGHEST RELEVANCE
OPTIMIZED EXPERIENCE
We know you. We know what you want.
CUSTOMIZED EXPERIENCE
We don’t know you. We know what you want.
RECOGNIZED EXPERIENCE
We know you. We don’t know what you want.
LEAST COMMON DENOMINATOR EXPERIENCE
We don’t know you. We don’t know what you want.

7. KSRTC.in | Experience Hierarchy
NEW / POTENTIAL USERS INFORMATION SEEKERS INFREQUENT GUESTS GUESTS FROM
SEARCHES/PROMOTIONS
RECOGNIZED EXPERIENCE CUSTOMIZED EXPERIENCE
OPTIMIZED We know you (a little). We We don’t know you. We
EXPERIENCE don’t know what you want. know what you want.
GLOBAL USERS We know you. We
(Travelers) know what you want.
LEAST COMMON DENOMINATOR EXPERIENCE
We don’t know you. We don’t know what you want.

8. Great, now how does KSRTC.in 2.0
Look, feel and flow…

9. Don’t get too excited we’re still working on design, but…
Here are some of our guiding principles.
.

10. What if…
We thought of our online presence just like our offline presence or
make it even robust. A space where personal service, customized with
genuine experience live and breathe each day. What if we could create
a warm, welcoming environment where the best of KSRTC’s
attributes are shown through at every turn (click).
Here’s how we can do that on KSRTC.in 2.0.

11. Just as we would expect to do at our stations,
We will welcome visitors warmly
upon arrival…

12. …with a warm, inviting environment...

13. …rich in texture and vibrant with color,

14. …and a unique approach to layout and space.

15. Just as we do at our properties,
We will understand (better than anyone) our
Free Browsing Techniques need for efficiency
and performance…

16. …highly streamlined reservations and travel arrangement tools...

17. …that are simple, visual and seemingly uncomplicated,

18. …fluid and highly intuitive…

19. KSRTC.IN
…and accessible 24/7.

20. Just as we do at our exotic locales,
Our leisure travelers are invited to relax,
explore and discover…

21. …whenever, however they choose,

22. …understanding they, they are the ones in control.

23. Just as we do with our rich culture and heritage,
We will share the unique personality
of our brand.
We will also invite guests to experience the
little things that can make their travel
special…

24. …realizing that we offer much more than just seats to relax.

25. And for the multitude of other visitors that enter our doors for a myriad of other reasons…
We will ensure that they all walk away with a
satisfying, dynamic & vibrant impression of
KSRTC on their mind.

26. Thank you.