Trainline

Trainline is Europe’s number one train travel app. I’ve led the UX strategy on multiple projects, from ancillary start-ups to innovative tools that maximise customer value.

International customer value tools

Background

Trainline aimed to maximise value for international customers by offering tools that make it easier to find the best fares quickly, especially in price-conscious markets like Spain and Italy.

Process

Getting the best value travel is identified as the number one need for Trainline customers. Working as part of the International Value team, we identified that the best experience for European customers was seeing the best price as soon as possible, and ensuring that price is the one they pay. To that end, we conducted user research into understanding customer flexibility and price sensitivity, and the best time to show customers a streamlined price tool. We delivered monthly and weekly price calendars, fully integrated across the booking flow, and the innovative ‘price pill’, enabling customers to zero in on the exact fare they seek.

Result

Our value tools led to a 4% increase in conversion rate, as well as being part of value campaigns that increased our customer base by an estimated 680,000 new customers. These features are routinely cited in customer satisfaction polls as the tools they trust to find the best value travel.

  • Price calendar

    Monthly price calendar

    01 Value tools

  • Train times results

    Cheapest price pill

    02 Value tools

  • Setting a price alert

    Smart price alerts

    03 Value tools

Railcards

Background

Working as part of an incubator team within the wider organisation, I led on the delivery of Trainline’s first ancillary product – Trainline Railcards.

Process

We build the most streamlined purchase flow, eliminating excess steps and unifying the experience across a suite of railcards with differing requirements, ensuring that the basics like date input and image upload – felt seamless. When in comes to travel with a digital railcard, we put the railcard one tap away from your ticket – no more separate apps or fussy swiping at the ticket gates. Just tap and go.

Result

Trainline Railcards became a key driver of revenue and customer satisfaction, particularly during seasonal travel campaigns. The seamless user experience sped up gate transfers and improved the efficiency of train staff interactions, making it a win for both customers and the rail network.

  • Buying a Railcard

    Purchase flow

    01 Railcards

  • Youth Railcard

    Digital Railcard

    02 Railcards

  • Railcard renewal

    One-tap renewals

    03 Railcards

Passenger safety

Background

I’ve been responsible for leading Trainline initiatives as a good citizen in the rail industry, starting with the development of an app safety centre.

Process

Over 55% of women and 21% of men have been victims of harassment on public transport, and that confidence in personal safety is disproportionately a barrier to travel – people from minority backgrounds, LGBTQ+ communities or those with neurodivergence report feeling unsafe on the rail network.

We delivered Safe Spot, an easy-to-find safety centre in the app allowing them to report incidents to the BTP, share their ETA with friends or loved ones, learn about how to be a good bystander and even contact emergency services in an urgent situation. The biggest pain point currently for call centres and on-the-ground officers is triaging when to engage on a moving train. Our tech innovation unlocks more effective responses – the ability to share your live location in the app and track the train you’re on.

Result

Safe Spot, developed with British Transport Police and in consultation with Samaritans, has been commended by UK Government as evidence of Trainline’s leading position in the custodianship of UK rail passengers. Whilst I hope no passenger ever needs to use the service, the goal is to be in the hands of every Trainline customer that needs it, leading to a safer rail network for all passengers.

  • App safety centre

    Safe Spot home

    01 Passenger safety

  • Select a train time

    Find your train

    02 Passenger safety

  • AI safety tools

    AI-assisted reporting

    03 Passenger safety