Complex challenge
Design a ticket-booking system that encourages more people to book online, and set GNER’s approach as the benchmark for the marketplace.
Our elegant solution
User research identified that the new system needed to play a useful and meaningful role in travel planning, not just booking. By identifying real customer needs, we were able to drive uptake and retention, giving us the insight needed to rapidly create and test concepts.
One light bulb moment came when we created three completely different ways to think about browsing and buying tickets that came from our persona development. This moved the project on in an exciting new direction, and exploring the different approaches led us to the final design approach.
The outcome was a system which still sets a standard for mass transportation booking: and has influenced several competitor designs that followed it.
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If some of the issues raised seem relevant to your organisation, we could help you solve them.
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