Modern Rail
UX UI Lead | 2 Weeks
A global rail company needed help thinking about how they could bring their traditional, slow service into the 20th century. They wanted to modernize their offering to passengers and differentiate themselves from the competition. With new train stock, they needed a new app to show all they aspired to offer passengers.
Challenge
Working with a modern railway company, who are trying to revolutionize the future of train travel by providing customers with a superior experience on their journey end to end: booking tickets from anywhere they choose, to the ability to change those tickets (i.e. type of fare, seat booking) anytime before or even during the journey, to ensure their experience at the train station is excellent and lastly, making sure the experience of the train journey is great, from getting them to their end destination as frictionlessly as possible to ensuring the service they receive onboard the train is excellent.
Looking at other rail services for inspiration and to set a benchmark
Proposal
I led the blue sky design response to help the client realize their customer experience vision and how that could be transformed into an app that would revolutionize how their passengers travel.
Focusing on a slick user experience, I designed some of the basics that users expect but with some added extras, like selecting a seat, and being able to change it should the customer change their mind or begin their journey and prefer a quieter carriage.
Unexpected extras, such as ordering snacks and coffee to your seat and paying for it with a card or mobile payment like Apple Pay.
Then I worked with the IoT (Internet of Things) team to ideate something different. We came up with the idea of using sensors in carriages to measure how busy and packed a service is so that warning notifications could be sent out and passengers could change their service or even upgrade to a quieter first-class seat.
Additionally, I looked into automatic delay repays for tickets purchased through the app, taking away the hassle of filling out the traditional long form.
Leveraging data from IoT sensors to deliver a superior Customer Experience
4 key journeys explored and proposed
