The Coast Road

The Coast Road runs 180 kilometres around two bays in the west, from one small town to another, past cliffs, beaches, a lighthouse and nine viewpoints with lay-bys just big enough for a camper van. Two Bays Tourism, a team of four, had a printed map, a website that listed the stops alphabetically, and a phone that rang every time a section of the road closed for a landslip or a cattle drive.

What we did

• Strategy. We drove the road with the team over two days and wrote down every question a passenger asked. Almost none of them were "what is this place called". They were "is it worth stopping", "how long", "is there a toilet" and "is the road open past here".

• Website. The road as one line, in order, from either end. Each stop says how long people usually stay, what is there and what isn't, and how far it is to the next one.

• Web app. The guide saves the whole road to the phone at the first stop, all 64 stops and the map tiles, because half of the road has no signal. When the phone finds signal again it checks for closures and nothing else.

• Closures. The road crew post a closure from their van in under a minute: which section, why, and until when. It appears at the top of every page and on the road's sign at the start of each section.

• Photography. Marta drove it in March, in the kind of light people actually get there, and photographed every stop from where a person stands, not from a drone.

What changed

The phone rings less. The guide is used most between stops 30 and 40, where the signal is worst and the views are best, and the most-read page is the one that answers "is there a toilet". Closures used to reach people the next morning; now they reach them before the turn-off.