Service Design & Content Design

EU Fares

Overview

Across the EU, train companies apply different standards when presenting their fares. This makes it difficult for international travellers to compare fares like-for-like. I set out to simplify fares across Europe and create a single, manageable standard.

Approach

Initially, I parsed thousands of items of negative customer feedback to identify pain points. From this, I created a sample set of 'tags' against which existing fares could be compared. To do so, I wrote a python program that automatically identified 'similar' fares and tagged them accordingly. From this tagging exercise, I identified clear qualifiers that were then applied to fares in a combination of simple statements and supporting iconography.

Results

22% CVR uplift for returning customers

0.4 reduced clicks to checkout

Scaling solution for future fares

Content Design

Option Differentiator

Overview

We noticed that users frequently hop backwards and forwards within search results. They change parameters and frequently drop off. Option Differentiator sets out to give users the information they need to make an informed decision on a given journey.

Approach

Working with data teams and product designers, we identified the points of data we could leverage to power confidence. Initially, product stakeholders wanted to simply reiterate information contained on the page. I challenged this, arguing in favour of a set of principles that limit the content here to 'new' information. These principles guided our content, nesting comparative data that helps users buy with confidence.

Results

0.9% CVR uplift

Reduced clicks to checkout