TfL Go is Transport for London's innovative new travel app. Launched in 2020, during the pandemic, the app makes it possible for us to easily reach millions of customers every day and during major events.

TfL Go allows us to provide the most inclusive and integrated experience for travelling in London, contributing to a thriving, sustainable city for everyone.

To create this integrated, inclusive experience, TfL Go introduced a carefully crafted, new global design language, anchored in our iconic brand and way-finding system. The design is clear and calm and makes the most of assistive features. TfL Go also introduced a bold and innovative approach to live mapping, including a step-free mode.

In 2022 we launched 'TfL Go Places'. The feature invites Londoners and visitors to explore and take part in its vibrant and diverse culture through curated places and events across the city.

'TfL Go Places' invites Londoners and visitors to explore the city and take part in its vibrant and diverse culture. The feature taps into London's mood with changing content based on seasons and major themes, showing curated places and events across the city.

It provides unique, high-quality content, revealing the city's rich cultural landscape. It is intentionally designed to show local as well as central places, neighbourhoods and activities across a wide and inclusive spectrum of what the city has to offer.

Content is curated to be inspiring for Londoners and visitors alike. Londoners can discover new areas and events and visitors can explore places and activities beyond the well-known attractions of the city.

The 'TfL Go Places' feature is designed to be flexible, both in terms of its format as well as its publishing schedule. This means content can adapt and respond to events, keeping it fresh and serendipitous.

Over the last few years, we started to rethink TfL’s digital service and introduced a design-led approach to strategy. We had to look at how we approach emerging technology, innovation, and design for an iconic, well-loved brand, essential for London’s culture, economy, and sustainability.

Our strategy is to reach millions of customers via digital products that fully integrate with the experience of travelling in London — a new platform that makes it swift and easy to pay, plan and go, for everyone, including customers with severe accessibility challenges.

Importantly, our digital strategy goes beyond providing the best journeys from A to B. It focuses on making travelling on public transport the most comfortable, easy and attractive option — the most sustainable choice for a growing population in a thriving city. With that aim, 'TfL Go Places' provides novel and exciting ideas for using public transport, walking and cycling to explore.

'TfL Go Places' is a flexible feature within directions, allowing us to show curated content in the context of journey planning.

Customers see a number of cards appearing in search, each featuring a number of places and events, either in the context of a particular area or neighbourhood, or based on theme.

Since launch, we published a wide variety of content features.

• We curated events and places to visit during summer 2022

• Introduced the Elizabeth line, its stations, architecture and public art

• Provided travel advice and relevant content throughout Lying-in-State and funeral of HM Queen Elizabeth II — including a feature that allowed Londoners and visitors to plan a journey to the live end-point of the queue for the Lying-in-State.

• Featured content over the festive period 2022/23

• Invited customers to explore events and places throughout February, curated to include fun activities during school holidays

Since its launch, TfL Go has been downloaded over 3 million times. Users come back frequently, about 3 times a week and it is the 3rd app in ‘Navigation’ on Apple’s App Store.

Ratings are persistently high on iOS and Android. With the latest stats showing a 4.7 rating for iOS and 4.3 rating for Android.

The design and features of TfL Go stand out in a mature market as a new and unique experience. This has been reflected in customer feedback, reviews and multiple design awards.

“Clean and simple — please keep it that way”, “Great simple UI”, “Really easy to use and intuitive.”, “A thing of absolute beauty. Clean, clear, simple to use.” (Source: iOS App Store reviews)

The 'TfL Places' feature in particular, has shown a very high engagement of up to 9%, with customers tapping through to content, planning journeys and buying tickets for events.