PROBLEM STATEMENT

RET serves hundreds of thousands of passengers every day, 90% of whom use mobile devices. The challenge: to transform an outdated platform architecture into a future-proof, accessible digital infrastructure that processes real-time data and seamlessly handles complex OV Pay integrations.

SOLUTION

We rebuilt the RET platform into a scalable headless CMS with separate API integrations and a revamped product advisor. Behind the scenes, we deployed AI agents (such as Claude) for instant log analysis and faster release cycles. Through ongoing user research, we guarantee 100% digital accessibility.
Website: https://www.ret.nl/

Results

100% DIGITALLY ACCESSIBLE FOR EVERY TRAVELER
10+ years of partnership
AI-POWERED FASTER DEBUGGING & PROACTIVE MAINTENANCE

4 Paths to Digital Maturity

To make RET’s digital transformation manageable and measurable, we focused on four strategic pillars:

Metro Line A: Headless Architecture & Real-Time Travel Information

Restructuring to a headless CMS with APIs. Real-time vehicle data is instantly enriched for mobile travelers. Includes a smart product advisor for OV Pay subscriptions.

Metro Line B: Complex OV Pay Integration

The nationwide rollout of OV Pay required a major overhaul of software and data flows. Redkiwi set up the infrastructure so that RET processes transactions and customer data securely, independently, and under its own management.

Metro Line C: Data-Driven Personalization

From generic messaging to relevance-based communication. Through continuous analysis of trip planner behavior and detour data, we tailor information to specific passenger profiles.

Metro Line D: Continuous Testing & Passenger Satisfaction

Annual increase in passenger satisfaction through real-time feedback loops and accessibility research with mobility-impaired and visually impaired target groups.

AI as a Behind-the-Scenes Engineering Accelerator

For RET, we use AI agents not only for front-end operations but also as a driving force in our development process. By integrating AI tools such as Claude for automated log analysis, we identify technical issues before they affect passengers.

Faster release cycles: Shorter time-to-market for new features.
Proactive debugging: Less downtime, greater platform stability.
Maximum quality: Automation of routine tasks, allowing engineers to focus on complex logic.

Learn more about our AI Agency.

User Research and Accessibility

Through user research, we focus on the accessibility and user-friendliness of the platform. We involve a diverse group of participants, including people with mobility impairments and visual impairments. This feedback helps us adapt the website to make it more accessible and user-friendly for all visitors, regardless of their physical abilities or limitations. In this way, we ensure that everyone, regardless of their background, can easily navigate the site and find the information they need.

12+ Years of Partnership: The Power of Short Lines of Communication

Our collaboration, now spanning more than 12 years, is intensive and focused on achieving our shared goals together. We work closely together to tackle technical and operational challenges and to integrate innovations such as OV Pay, always with a focus on improving customer satisfaction and personalizing the travel experience.

Teamwork makes the dream work

On Thursdays, we always have a bonus kiwi. Jurriaan Bos, product owner at the RET, has his own little spot here at our office on those days. The RET has been a Redkiwi client for quite some time. We’re always very proud of this partnership with such an iconic Rotterdam company. Together with Jurriaan, we shape the RET roadmap, populate the backlog, and in this way develop the RET website.

Jurriaan himself has been working with Redkiwi for 2.5 years now. For him, it’s a nice change of pace from working from home and at the RET office. “Since I’m there almost every Thursday, the Kiwis feel like my colleagues, too.” At first, some people even assumed that Jurriaan was actually one of our colleagues.

We asked Jurriaan what it’s like to work with us. “The interaction at Redkiwi remains personal because you guys aren’t (yet) as big as some other agencies. Plus, everyone has their own area of expertise. After all, public transportation remains a distinct sector, so it’s helpful that Redkiwi has years of experience with our business.” Jurriaan also enjoys a game of table tennis, a casual chat, or a fun game of Dominoes—and if that’s your thing, you’ve come to the right place ;)

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