Arriva, a leading provider of bus transport in the UK, recognized the importance of digital channels for customers' travel needs. They aimed to create an omnichannel experience, allowing customers to purchase tickets and plan their journeys in various ways. During the pandemic, Arriva accelerated the launch of its new app and website to keep customers moving safely and make digital the core of their travel experience. However, they faced a challenge in gaining visibility into the applications' front end to discover problems in real time and find precise solutions. Traditional monitoring solutions couldn't provide insights into the real-user experience, making it difficult to identify issues that were affecting conversions through the website.