European Luxury Train
The Design Process
User Experience (UX) and creating the Visual Design (UI's)
Every UX process can be different from one designer to another, company to company and projects. The process outlined below is one of the process I followed in executing and delivering this project for European Luxury Train. You could add, remove, shuffle, move the order of the steps or create your own process. There are number of factor to change the technique of the UX process or reduce the scope of the UCD process. It could be budget, deadline, resource and/or experience level. In layman's language, the purpose of UX process is to understand your users by getting their inputs at each phases or hills in your project lifecycle so that you can incorporate sponsor users feedback and improve the product design.
1 Agenda and Prep for Workshop
Team is introduced to the client. Client talks about their business.
Client's Vision and Perspective
Team Collaboration (UX/UI, PM, BA, Clients etc.)
2 Discovery Phase
Client's needs are discovered in this phase. We sat on the table to know more about their Train business, their customers, and what existing services are they offering. After understanding the clien't perspective, context, budget and deadline, we decide on the next step.
What app supposed to do
Identify passengers with ID
Recognize loyalty customers
Present offers to travellers, including food/beverage, wifi, seat and cabin upgrades
Provide customers with destination information
Communication with other attendants
3 Deciding and Executing the Process (Design Thinking Workshop)
In this phase I facilitated the Design Thinking workshop with the clients. I started with asking them questions like, what's working and not working and continued with all my remaining questions and process. Below are highlights of the methodologies involved in the Design Thinking Process and I will show which methods I used in this project. For your information, these are organic process and all the methodologies play a different role but also rely on each other for a better user experience outcome. They can be applied anytime, anywhere in the project life cycle.
Design Thinking Methodologies
What's working/ not working
As-is Scenario (Current State)
Need Statements (Focus on their pain points)
Big Idea Vignettes
To-be Scenario (Ideal State)
Storyboarding/ Wireframing/ Prototyping/ Sketching
Feedback Grid/ Aggregate Findings
4 What's Working
Customers get booklet for their entire journey. Some information are outdate. Loyalty customers have to carry proof of previous travel and points collected in the mail to get discounts.
What's Not Working (Problem Statement)
Despite great effort and significant results, we are missing the mark with our clients. Our current process involves lot of paper work and old legacy system that is inconsistent with new technology and customer expectations, and falling behind competitors who are selling value to same lines of business.
Can't identify passengers with ID.
Loyalty customers missing benefits.
In-Train upgrade not available.
Customers not informed of all services. Information missing.
Communication barrier between attendants.
5 Empathy Map
To understand the personas, I interviewed three real users. Two Attendants and One Product Sponsor User.
Attendants felt they are lost when they don't have an answer for the travellers.
They want correct information from the source they use to relay their information to the customers.
They want a robust system where they can avoid mistakes.
They are tired of doing paper work and they feel its not easy to track them.
They love their job and wants to make everyone happy.
Hills helps us determine what our solutions will be. They describe something a specific user is enabled to do, not a specific implementation. Hill 1 defined for the JON Persona.
Hill # 1
Jon receives the seat upgrade request from a loyalty customer, who is also looking for locale-based offers on the route. He quickly assembles and applied all the information tailored for that customer in less than 5 minutes.
7 Visual Design Exploration
I hosted design cadence session and invited everybody in the team to share and explore VD concepts. I created a Mood-board on the wall and initiated real-time collaboration. In this session we discussed on Best Practices, Latest Trend, Style, Patterns, Layout, Typography and Colours.
To create a Mood-board, I did my design research on Behance, Dibbble and Pintrest.
Design Direction Outcome
Emphasize on Main Elements
Final Design Outcome
With this App, Train Attendants can now deliver a better travel experience for passengers. App can provide a clear view of loyalty passengers and their preferences, leading to more personalized service and upgrade recommendations. The Dashboard displays the Counter of Regular and Platinum passengers currently in the train during each segment of the train journey. Attendants can see destination details for a searched locations including other Attendants contact details and contact them through phone, FaceTime or Email. With the built-in camera, the Train Attendant can easily scan the barcodes of passenger tickets and loyalty cards to check that they are valid for the current train journey. Real-time ticket validation makes it easy to share information with other Attendants and manage train capacity. The Train Attendant can also use their judgement override the validity of the ticket or loyalty, in case of fraud. They will ability to see Food and Beverages menu and customize the order for loyalty customers. Based on the departure and arrival stations, the Train Attendant can search for seat upgrade on the train for loyalty customers. Recommended coaches are provided, as well as the occupancy of all the coaches on the train. And with push notifications that communicate schedule delays, Train Attendants can proactively manage passenger connections that are at risk.