Via Trainline is a new product with the goal of inspiring customers with travel ideas. This content platform was created by the Trainline’s content team, revealing different unique destinations and its culture. Trainline plays only in the High-Intent Space, when customers are more informed of what they want to do and when. There is infinite opportunity in the wider travel space, when the users are less certain about the exacts and needs informing or inspiring.
Analysis & Research
With a clear goal of increasing visits and conversions, I ran discovery sessions with product owners, engineers, content executives and other designers to discuss and build the information architecture. The sessions focused on:
- · Researching what’s in the market – what works and what doesn’t work in the user perspective
- · Discuss problems and blockers users might have
- · Balance final decisions between user and business needs
- · MVP scoping – starting with the article page
Design
Instead of focusing on individual screens, I picked a problem the user has – based on one path within the user flow – and tried to think about the user mindset, blockers and ways to unblock. I built on top of the existing UI components, and also contribuited to new components for the library.
