Senior Product Designer at Eurostar, an (international high-speed rail service connecting the United Kingdom with France, Belgium and the Netherlands).
My Role:
I created designs from concept to execution, led the UX discovery work, delivered tactical and strategic solutions for both desktop and mobile apps, and conducted quantitative and qualitative research to validate designs. Additionally, I effectively communicated and presented designs and recommendations to developers, stakeholders, and the wider organisation.
Design process:
I implemented the Double Diamond UX process to effectively address this design challenge.
Problem statement:
Many customers are currently unaware of the numerous destinations and routes that Eurostar offers, which has resulted in the misconception that Eurostar only operates travel services to Paris. The Key Performance Indicator (KPI) aimed to enhance customer retention and engagement.
Discovery: Heuristic evaluation (Before)
Gather insights on pain points by conducting user interviews:
Competitor analysis:
Prioritise pain points:
Ideation: UX Wireframes/flows/Designs:
User research:
I formed hypotheses to validate or invalidate designs and collected user insights by running usability testing on Usertesting.com.
Figma Prototype:
https://www.figma.com/proto/iJRDbu1f3uIV2iNh4xktUA/Destinations-App?node-id=36%3A1177&scaling=scale-down&page-id=0%3A85&starting-point-node-id=36%3A1177
Outcomes:
33% Increased Engagement: The engaging and informative "Our Destinations" feature kept users actively exploring the app for travel inspiration and planning.
18% increase in conversion (£309.6 million in revenue): The integration of seamless booking options within the feature allowed users to easily convert their interest into bookings, leading to higher revenue.
Improved app ratings: Increased the app store rating to 4.7/5 (UK) 4.9/5 (USA)