Transforming First Bus’ Digital Strategy

First Bus, one of the UK’s largest bus operators, transports 1.1 million passengers daily. To meet the growing demand for seamless mobility and digital-first convenience, First Bus partnered with us in 2019 to shape and deliver a unified mobile solution that enhances journey planning, ticketing, and real-time travel insights.

Our role was to reimagine First Bus’ digital ecosystem, providing a customer-centric platform that improves accessibility, reduces travel stress, and strengthens brand loyalty; all while driving commercial success.

Delivering a Frictionless, Intelligent Travel Experience

First Bus sought a transformation beyond just an app update; it needed an intuitive, scalable platform that could evolve with passenger expectations. Our strategic focus included:

• Seamless Ticketing & Payments – Integrating mTickets into a single platform, supporting Apple Pay, Google Pay, and PayPal for a frictionless purchase experience.
• Live Travel Intelligence – Real-time updates on bus locations, seat availability, and disruptions, empowering passengers to make informed decisions.
• Accessibility-Driven Features – Live wheelchair and seat capacity tracking to ensure safe and inclusive travel, earning praise from disability advocacy groups.

By delivering an intuitive, user-focused app, we positioned First Bus as a leader in smart public transport innovation.

First Bus app

Innovation at Speed: Delivering Behaviour Change During the Pandemic

Our ability to move quickly in response to real-world challenges was a critical factor in First Bus’ ability to bounce back faster from the effects of the pandemic. Drivers and passengers were nervous about travelling on crowded buses. We developed and deployed a live seat and wheelchair capacity tracking system - an industry-first feature enabling safer, more controlled journeys.

• Smart Camera Integration – We used AI-driven facial recognition technology, creating a connected digital and physical experience.
• Live Bus Capacity Display – Red/amber/green indicators show seat availability in real-time.
• Empowered Commuters – Users can decide whether to board or wait for the next bus, reducing uncertainty and improving overall confidence in public transport.
• Drivers returned to work faster - reassured that buses would not be over capacity, drivers returned to work much more quickly, allowing First Bus to restore essential services - and recover revenue faster.
• 4 weeks to delivery: We managed to work with First Bus and their other suppliers to deliver this solution to the app incredibly quickly. This was helped by using the developing around the existing bus hardware
• Long-term behaviour change: the ability to see live capacity

These innovations transformed the way passengers engage with First Bus services, driving long-term behavioural shifts and increased trust in the brand.

Driving Engagement, Loyalty & Revenue Growth

The impact of First Bus’ digital transformation has been profound, with measurable success across key areas:

• 4.6-star app rating and over 220,000 reviews, reflecting an increase in passenger satisfaction and usability.
• 1.6 million active users per month, widespread usage and engagement.
• £120m revenue and 20m transactions per year via the app: a crucial business tool for First Bus

The integration of real-time features has reshaped the way users interact with First Bus, creating a habit-forming, high-value experience that extends beyond just travel planning.

Public Transport: Future-Ready for the Digital Age

As mobility trends evolve, First Bus is well-positioned to continue leading innovation in public transport. With a robust, scalable digital foundation, future updates will further personalise and optimise the passenger experience, incorporating AI-driven insights and deeper service integrations.

By taking a strategic, technology-first approach, we have delivered more than an app - we have redefined First Bus’ role in the commuter journey, ensuring it remains at the forefront of transport innovation and customer experience.