Project Overview
Goal: Improve user engagement, resolve usability issues, and introduce a new online ticketing system based on customer feedback.
Background: The railway company’s public relations department initiated this project after receiving significant customer feedback regarding the lack of a direct online ticketing service. Our team was tasked with redesigning the website and developing a seamless digital ticket purchase experience.
Outcome: The project resulted in a modernized website that aligned with the company’s existing branding standards, while the new online ticketing system streamlined the purchasing process and improved overall user satisfaction.
The Challenge
- Addressing Customer Complaints About Ticketing
Customers expected to purchase tickets directly on the company’s website, but the existing system redirected them to third-party vendors. The public relations team flagged this as a major pain point, requesting a solution that simplified the process and improved user trust. - Unified Design with Company Branding Standards
The new website needed to maintain the company’s existing design language, ensuring consistency across all marketing materials, official documents, and digital platforms. - Market Research & Industry Best Practices
The team conducted competitive research on online rail ticketing systems used by other countries to identify the most efficient solutions. The system had to handle high user traffic while being fast, intuitive, and mobile-friendly.
My Role & Process
As part of a seven-member UX/UI team, I was responsible for:
Research & Analysis
- User Research & Competitive Analysis – Conducted online and in-person user interviews, along with surveys, to gather insights on expectations.
- Market Analysis – Studied ticketing systems from international railway providers to understand the most effective approaches.
- Google Analytics – Analyzed website traffic and user behavior to pinpoint problem areas.
UX & UI Design
- User Personas & Journey Mapping – Developed key user flows for both the redesigned website and new ticketing system.
- Wireframing & Prototyping – Created low-fidelity wireframes in Balsamiq and interactive Axure prototypes for usability testing.
- Design System & UI Guidelines – Ensured the new designs adhered to the company’s branding standards while improving usability.
- Usability Testing & Eye-Tracking Analysis – Conducted multiple testing sessions to optimize the ticket purchase experience.
Collaboration & Execution
- Client Collaboration – Engaged with stakeholders in bi-weekly review sessions to ensure the project aligned with business goals.
- Quality Assurance & Handoff – Delivered comprehensive documentation, including research findings, wireframes, and high-fidelity UI designs.
Tools Used
- Research & Data Analysis: Google Analytics, XMind (for mapping and prioritizing info), Google Docs
- Wireframing & Prototyping: Balsamiq (mockups), Axure (prototypes)
- Design & UI: Adobe Photoshop, Adobe XD, Adobe Illustrator, Figma
- User Testing: Eye-tracking tools, Surveys, In-person & online questionnaires
The Solution
- Redesigned the railway company’s website while maintaining brand consistency across all digital and print materials.
- Developed a new online ticketing system, integrating a direct purchase option instead of relying on third-party platforms.
- Validated the design through extensive usability testing, ensuring a fast and intuitive booking experience.
- Implemented mobile-friendly design optimizations, making ticket purchases accessible on any device.
Key Takeaways
- A streamlined, user-friendly ticketing process increases trust, engagement, and sales.
- User feedback is a powerful driver for digital transformation—this project was initiated directly because of customer complaints.
- Aligning with established branding standards ensures consistency, even when modernizing digital platforms.
- Market research is crucial for designing industry-specific solutions that meet user expectations.