Enhancing airport train travel experience
- UI Design
- UX Design
- Persona Development
- Usability Testing
Elevating customer experience to boost transactions.
Railink, Indonesia’s state run airport train service, is now the top pick for people
who want a convenient and dependable way to get to the airport. Understanding the significance of a strong online presence, Railink approached us to enhance their overall customer experience. To do this, we started by doing in-depth user research on their digital platforms. Our goal was to make Railink the first choice for urban commuters.
Uncovering customer preferences for a better ticket-buying experience on Railink's three digital platforms.
When we started our research, we were aware that Railink has three digital platforms—
a website, a mobile app, and ticket vending machines, all aimed at simplifying ticket purchases and offering customer information.
Nonetheless, our research showed that Railink had a limited understanding of its customer preference and potential needs. They also didn’t have a full picture of how customers used these tools, which made it hard to see if their digital investments were meeting customer expectations and profitability.
Commencing in-depth user research for Railink customers’ insight.
We began our research by creating a user research plan, which was based on convenience sampling—interacting with individuals passing through Railink stations.
As we embarked on the research, our approach revolved around qualitative research, involving in-depth interviews and usability testing methods. Both methods enabled us to thoroughly explore customers’ perspectives, preferences, and experiences, uncovering
Considering Railink serves a diverse customer base, we paid careful attention to the diversity of our respondents to capture a wide range
of viewpoints. Therefore, we conducted purposive random sampling
to align with our research objectives.
Identifying user personas for Railink platforms.
From our user interviews, we’ve discovered that many people were unaware of online ticket options for Railink. For those who were aware, two main issues arose: a confusing website and difficulties finding information about ticket types, departure times, and the one-hour time block.
To address these issues, we’ve developed five distinct user profiles. These profiles serve as guides to enhance Railink’s marketing, websites, and content strategies.
Fast-Paced Business Travelers
This persona value convenience but faced issues with the app, website, and bulk ticket purchases.
This persona, ofter a frequent business traveler, seeks detailed ticket and schedule information with a fast booking system and smooth payment options.
This group finds the app ticket purchases process inconvenient, requiring printed tickets and lacking barcode scanning.
This persona highly value rewards and are enticed by
promos and discounts.
This group actively seeks cheap tickets but finds the user experience lengthy and cumbersome due to limited payment options.
Make everything better, make everything accessible for everyone.
Using insights from user interviews and usability testing, we created journey maps for Railink’s website, mobile app, and ticket vending machines, guiding our recommendations and design improvements for each platform.
Our focus was on making the website more user-friendly, expanding payment options, improving the app’s multilingual support and ease of use, and enhancing vending machine menus and language support. These solutions aimed to address challenges
and improve usability across all platforms.
By implementing the recommended solutions, Railink experienced enhanced
customer satisfaction, a threefold increase in transactions per month,
and a stronger digital presence.