Design Strategy

Case Study
Metro Train Experience.

Interested In Working On A Project Together?


Increase Urban Train Ridership.


Design Strategy
Experience Design
Service Design

An immersive train experience. Replacing user pain points throughout the user journey and replacing them with moments of joy. The design focuses on “Bringing the Outside in” and connecting users to the culture of the city they travel. 

Discover the painpoints

Questionnaire questions


How often do they use the train?

  • Avid Users- 8.5% – 2+ Times/week
  • Causal Users – 69% – once/month
  • Rare User – 22.5% – once/year

Expert Interview

Talking to experts in transportation such as MARTA

Extensive Literature Review

Articles, past research,

Current Systems

Analyzing over 20 train system and designs to find the good, bad, and very bad

Observational Studies

Riding the MARTA train  and looking for insights from users


54 questions about user experience, desires and frustrations


Getting all of this information and undstanding what we have found

Intentional Research

Utilizing design tools we selected the proper research methodologies in order to be precise and fast we our understanding of the problem space.

Focused inspiration

Aesthetics and features are focused on creating moments of joy that captivate and assist passengers. We

Ask, Ask, and Ask Users

Asking, observing, and finding user insights. We focused on user desires and painpoints.

Understanding the Journey

After synthesizing our findings, we learned how passengers interact with the interior train environment and what they desired from the space. Passengers were broken down into 3 categories as shown below. These categories helped develop personas that emphasize with user struggles. We were able to develop journey maps and truly understand where the pain points occur. The journey maps guided the project towards an opportunity space: “To convert the casual user into an avid user.” By doing so, we could see the greatest possible increase in train ridership!

Avid Users

Rides the train two or more times per week

Causal Users

Rides the train about once a month

Rare Users

Rides the train about once a year

Focused Design

This design criteria uses the synthesized whitespaces, prior art information, and journey map pain points to create a list that guides the design. This will focused the design towards what is necessary for ideation.

Informed Ideation leads to innovative solutions.

Creating a new experience

We focused on interacting with the user. There are multiple touchpoints along the new journey that create moments of joy. Moments that engage, assist, and transform the train ride into something more. “An immersive experience.”

Start Now” and we will help you in your journey to strategize, design, and develop great visualizations, experiences, products, and services. We look forward to working together!

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