The Industry Challenge

Post-pandemic, UK rail companies find it increasingly difficult to fill seats. Customers have switched to remote working, changed how they commute, moved, and adapted to a new post-COVID world. Seat sales have declined and these passengers need more compelling reasons to travel by rail.

Because the everyday schedules of rail customers are inherently more flexible, train travel needs to meet this demand by offering more flexible ways to purchase tickets.

The Internal Challenge

Seatfrog solved this problem at a concept level: passengers who don't need to depart at a specific time can book tickets within a flexible timeframe (morning, afternoon, or evening), and train lines can fill empty seats on less full trains whilst also passing considerable savings on to their customers. A brilliant idea, indeed!

This new product, Seatfrog Flex, was already fleshed out in a set of wireframes that did not fully address user goals or tasks. I started from the basics and reworked these goals and tasks into sketches, then created a new set of wireframes that comprehensively covered every step of the user journey from search to checkout.

The Result

By re-examining the entire end-to-end user journey for this new product, applying Best Practice principles of good UX and then creating beautiful UIs from Seatfrog's core Design System, Seatfrog is now ready to launch Flex with confidence.