Arriva Customer Experience

Transforming an online booking tool


Arriva needed a booking experience that would drive more income and make its easier for new and existing customers to buy tickets and use their train lines. They wanted something that would sustain for the future and a platform that they could build on.

Our design team at ORM London went about designing an experience based on user stories so that we could make sure that all essential functionalities would be included in the MVP for go live.

After the first weeks of getting the desktop and mobile experience to a certain point, my focus turned to the iOS and Android apps we agreed with the development team that we would as much native design and functionality possible to speed up the build time. My self and a UX designer worked through the functionality for desktop and adapted them for use through the app. We saw from the beginning that the app was a clearly different experience that should be quick and easy for the customers.

User Testing Lab 2User Testing Lab 2

After the majority of the booking flow and my account had been created our team hired out a User Experience Lab to test various different journeys and actions with the participants. We created a series of different prototypes using Marvel and Axure as the build wasn't ready yet. It was a very interesting process and experience that highlighted a few issues we had not seen before. It was great to interact with the participants and see their first reactions to our designs.

User Testing Lab 1User Testing Lab 1

After summarising and looking back over the footage and our notes from the user testing we developed the product more, we improved the weak areas from the user testing lab sessions and began to refine the design and experience.

Once the build was up and running and before the final design Q/A we set up a day of Guerilla user testing at Chiltern Rails main station Marylebone just asking the general public for to do various simple tasks and their opinion on the design and the brand.

After we took the feedback from the Guerilla sessions I worked closely with our Poland office devs to incorporate the final feedback and made sure that the design was consistent across the app flows and iOS and Android.


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