Leading the design as part of the core team at The Trainline, working on the desktop web and mobile web team on a full end to end redesign, while also unifying the design to move towards a responsive solution, as opposed to two websites as it was when I joined.
Through customer research and data points, I identified various problem statements with the website and flows, and looked to tackle each problem statement one at a time, which would level up to a complete redesign.
Example of one problem statement:
Customers don’t feel confident with the journey they have selected before they enter what they perceive as the checkout, they feel pressured into committing too early.
At what point does the customer stop customising their journey? At what point does the data input and commitment begin.
Do customers have all the relevant information they need before they enter “checkout”
Journey details? Payment options? Seat reserved? Added extras? Transparency for price breakdown. Not enough clarity about what they have chosen.
Below you will find a summary of two features that were launched during my time at The Trainline. Each and every new feature went through a typical double design process, with research and multi variant testing providing valuable insights and directive on how to solve the problems identified.
