Go-Ahead Group A mobile-first website for an international transport group

Following its acquisition by Kinetic Group and Globalvia in late 2022, Go-Ahead moved from public to private ownership – a shift that changed what its website needed to do. Built around investor relations and shareholder content, the site no longer reflected the group’s priorities or its now-wider audience of government stakeholders, regulators, employees, partners and customers. Go-Ahead needed a website that could showcase the business as a leader in transport and climate innovation, while unifying a fragmented visual identity for a majority-mobile audience.

We led the UX, design and build of Go-Ahead’s new website, shifting the focus from investor content to the group’s wider stakeholder audiences. This meant rethinking the site architecture to serve government bodies, regulators, employees and customers with equally clear content, and rebuilding the visual identity to unify Go-Ahead’s bus brands under one confident presence. Mobile responsiveness was a priority throughout, alongside a simplified job application journey across Go-Ahead and its constituent brands.

The mobile-first platform makes information and job opportunities easier to access, brings greater consistency across the group’s brands and provides a stronger showcase for its leadership in transport and climate innovation. It also gives Go-Ahead a flexible digital foundation that can evolve alongside the organisation, supporting clearer communication and a more coherent experience across every audience and device.