Tourist-facing ticket booking experience (spec project)
UX and UI design
While locals are used to finding their way through Trenitalia’s convoluted search and booking process, tourists looking to travel by train in Italy know nothing about how the train system works and end up making mistakes, buying the wrong tickets, or getting frustrated and choosing to travel in another way altogether. This redesign of the English-language site makes booking train tickets faster and easier, ultimately reducing errors and increasing satisfaction with the overall train travel experience.
The route and ticket selection process was completely redesigned to make sense to travellers not familiar with the intricacies of the Italian train system. Travellers are no longer shown options for specific train types (most visitors to Italy have no idea what a “Frecce” train is compared to a regional train), instead choosing whether they prefer to see the fastest, cheapest or most direct solutions prioritized in the results.
It’s hard to know which train is best if none of the important details are clear or if they’re all jumbled together. The trip search results were redesigned to make the departure and arrival time and stations some of the most important selection criteria for travellers crystal clear, as well as the number of connections.
The search results and ticket selection process is all about thoughtful details. Connections are visually represented for at-a-glance identification, train amenities and connection times are detailed in dropdown panels, and the confusion has been removed from Trenitalia's normally confusing service level and ticket pricing scheme.