UX/UI
2022.04-2022.07
Trainline 'Family'
Role taking:
Team Leader
Provide accessible train travel experience for big families
In corporate with Trainline, to make travel accessible for families and provide them with accurate and pertinent information based on their needs, allowing them to travel comfortably.
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Cooperate with
Cross-generation family travel
is a new trend in the UK.
The typical family structure in the UK
The number of cross-generation families in the Uk is increasing.
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In the UK, 1.8 million families have two or more generations of adults living under the same roof.
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It increase by 38% since 2009.
Current situation of family travel
Family travel is a new trend, and most families choose to travel by car.
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88% of UK parents are likely or very likely to travel with their children in 2021.
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63% of families prefer to travel by car.
Current train services for the family
Limited services for family to travel by train
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Family and friends railcard.
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Top tips for travelling with children (EMR).
Hunt Statement
"
To explore how big families travel by train
to identify opportunities
to provide them with a personalised, accessible, and comfortable travel experience
by Trainline.
"
What had been done for data collection & analyse
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Key Insights
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They want to sit together, but cannot find or book connecting seats successfully.
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Parents find it difficult to focus on both, the kids and what's happening at the train stations or trains.
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They always need to wait for each others, like passing the barriers.
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They feel troublesome when planning a trip for a big family.
Hi,
I'm Peggy,
I am married and have two children, one is 7 years old and the other is 2 years old.
own vehicle
public transport
plans ahead
just go
travel alone
family travel
website
mobile phone
Key Pain Points
With a lot of things in hands, it's hard to use phone to scan and open the door.
Too much luggage
It is not assured that family members can sit together or have seats for whole journey.
No connected seats
It is difficult to focus on both, the kids and what's happening on the trains.
Distractions
Goals
I hope to check the train information without using the phone.
Free hands
Would want to arrange and reserve train seats for my family's travel.
Seat reservation
Would like to be comfortable know what's going on. and be able to look after the children.
Easy to get notifications
Key Opportunities
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HMW help families book seats in advance to ensure that everyone has seats.
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HMW visualizes the available seats for families, allowing them to choose the seats they want.
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HMW reminds them of important information during the journey.
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HMW creates a new inbound experience, freeing their hands.
Crazy 8's
Smart devices
Facial recognition
AR
Publicise the existing services for families
Share group trip itinerary
Route navigation
Family coach
App assistant
kids help
Specific seat reservation
Case study & Concept idea
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Airbnb
share group trip itinerary
Family mode
After booking a room, users can share their order details with fellow travellers so that everyone will know their travel plans and room availability.
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Map of seats in China and Britain
Visulised seat map
Seat reservation
Users can view the seat map, and select available seats based on their requirements, such as seats near the toilet or consecutive seats while booking tickets.
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Navigation on Apple Watch
Wearable route guidance
Multi-device ecosystem
Set a destination, display a map and route to the destination, and follow the turn-by-turn directions to find the right road.
UX vision x Concept statement
The family mode
is for
cross-generation family
who want to travel by train
but have trouble booking seats and getting train information.
by providing:
a hassle-free, personalized, accessible travelling experience
through
Trainline
that utilises
multi-terminal devices ecosystem
(phone & smartwatch)
What had been done for refinement
x Family Mode
Storyboard
Peggy gets informed that her train arrives. They end their journey with ease and happiness.
Peggy plans to go travel with her family.
Peggy gets informed that her train arrives and finds her coach.
Peggy checks her tickets on the My ticket Page and shares her journey with the Apple Watch.
Peggy follows the Smart Watch to find the right platform.
Peggy follows the smartwatch to find her seat. The whole family enjoy their time together.
She uses the family mode and selects the connected seats for her family nearby the luggage area.
Peggy uses the Smart Watch to pass the ticket barrier, and feel easy.
Key Features
1
Family Mode
This will enable planning the trip with ease and comfort
because it will help them quickly book tickets and share the journey.
2
Seat Reservation
Will make travel accessible
because it will help them to book the connecting seats in a satisfied sitting area for the whole family.
3
Multi-device ecosystem
Will enable them to free their hands because it will help them to pass barriers and get live train info without holding their phone.
Ethical Considerations
Seat Reservation
There is a time limit for reserved seat after boarding. Reservation holders are refrained from occupying the extra seats.
Share information
Only necessary information (tickets and journey) can be shared with others by family mode.
Location tracking data
Minimizing location tracking data collection and actively seeking consent from users.
Rational consumption
It's not asking people to buy wearable devices, but rather demonstrating a new way to use Trainline.
Family train travel experience will become more comfortable and enjoyable.
Trainline's customer satisfaction and loyalty will be improved. At the same time, it will promote British tourism, create employment opportunities and economic growth.
Traveling by train is more economical and environmentally friendly than driving. We will make better use of family and friend railway cards to help families save money.
Intergenerational families will spend more time together to strengthen family ties.
Future Plans
Involve more family members
In order for family members to begin a journey on one device and be able to complete it on another, linked devices should exchange information and capabilities.
Location tracking data
Exploring and experimenting on how the increasing set of connected devices can best serve users’ needs as they move between activities and contexts throughout the train travel journey.