Design Strategy
Case Study
Metro Train Experience.
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Mission
Increase Urban Train Ridership.
Categories
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
Participants
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
Extensive Literature Review
Current Systems
Observational Studies
Questionaire
Synthesis
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
Causal Users
Rare Users
Focused Design
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.”
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