RET
AI as an accelerator in the travelers' journey
Challenge
RET is a dynamic public transport company serving the Rotterdam metropolitan area, transporting around 185 million passengers annually. These passengers expect a comfortable and worry-free journey. To meet this demand, Redkiwi developed a versatile online platform that not only provides real-time travel information and sells travel products, but also allows for future communication channels and personalization.
Results
Over 12 years of collaboration
185 million passengers per year
Mobile & desktop
AI as an accelerator in our development process
At Redkiwi, we use AI not only to enhance the user experience but also behind the scenes. In our project team for RET, we use AI tools like Claude to analyze technical logs at lightning speed. This enables us to detect issues faster, debug more accurately, and proactively implement improvements. It speeds up release cycles, reduces downtime, and increases the reliability of our solutions. By smartly integrating AI into our development process, we work more efficiently and future-proof—without compromising on quality.
Four lines to success
Together with RET, we work on increasing digital maturity by setting realistic online goals and KPIs, and translating them into a clear online roadmap.
Metro Line A: Technical challenges
This project stands out due to its wide range of features that contribute to real-time travel updates and third-party integrations. The platform continuously processes vehicle data, enriched in real time for an up-to-date travel experience. A restructured architecture using a headless CMS and modular APIs has made the platform more future-proof and user-friendly—especially important given that 90% of users are on mobile. A new product advisor helps users choose the right subscription and integrates new solutions like OV Pay.
Metro Line B: OV Pay
With the nationwide rollout of OV Pay in June 2023, allowing travelers to check in and out using bank cards or mobile devices, RET had to make major hardware and software adjustments. This included taking ownership of customer data and processing transactions through various payment methods—significantly increasing operational complexity.
Metro Line C: Measurable success
Project performance is measured by understanding what travelers need. This includes analyzing use of the travel planner and gathering feedback on detours. Communication has shifted toward a more personalized approach tailored to different user profiles—from occasional riders to frequent commuters—improving both service and relevance.
Metro Line D: Customer satisfaction
Improving customer satisfaction is an ongoing goal. This involves collecting real-time feedback and conducting thorough user research to enhance the traveler experience. Insights from this research help continuously improve and adapt the service based on direct input from users—making public transport more appealing and efficient.
User research & accessibility
Middels gebruikersonderzoeken richten we ons op de toegankelijkheid en gebruiksvriendelijkheid van het platform. We betrekken een diverse groep deelnemers, waaronder mensen met mobiliteitsbeperkingen en visuele beperkingen. Deze feedback helpt ons de website zo aan te passen dat deze beter toegankelijk en gebruiksvriendelijker wordt voor alle bezoekers, ongeacht hun fysieke mogelijkheden of beperkingen. Zo zorgen we ervoor dat iedereen, met welke achtergrond dan ook, gemakkelijk kan navigeren en de benodigde informatie kan vinden.
Long-term collaboration
Our partnership with RET spans over 12 years and is built on close collaboration and shared goals. We tackle technical and operational challenges together and integrate innovations like OV Pay, always focused on improving customer satisfaction and personalizing the travel experience.
Teamwork makes the dreamwork
Every Thursday, we have a bonus Kiwi: Jurriaan Bos, Product Owner at RET, joins us at our office. He’s been working with Redkiwi for 2.5 years now, and his weekly presence makes him feel like one of the team. In fact, some of us thought he actually was a Redkiwi employee at first!
We asked Jurriaan how he experiences our partnership:
"Redkiwi maintains a personal touch because you're (still) not as big as some other agencies. Everyone brings deep expertise to the table. Public transport is a unique sector, and Redkiwi already has years of experience in our business."
Jurriaan also enjoys a good game of ping-pong, a casual chat, or a Thursday afternoon drink—so he fits right in. ;)
Grow with performance branding
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