User Experience ยท User experience
Trainline: Elevating the Mobile Booking Experience
14-week
programme
36
per market
Italy & France
markets
The challenge
Closing the gap between data and traveller trust
Trainline's data could pinpoint exactly where friction occurred in their booking funnel, but not why.
We developed a 14-week research programme with 36 train travellers per market in Italy and France to uncover the emotional drivers, including hesitation, trust issues, and confusion, that were influencing drop-off.
Project context
- Industry Travel, rail
- Solution User experience
- Markets Italy, France
- Participants 36 travellers per market
- Methods Screencast tasks, live observation
The approach
Using live user testing to capture real-world friction
Contextual tasks
Using our screencast tool, participants undertook natural booking tasks on their own devices, recording their screens and capturing real-time reflections.
Live engagement
Our platform's live chat functionality allowed the wider Trainline design and development teams to observe sessions in real time, bringing the customer voice directly into internal strategy meetings.
Visual evidence
We captured live video footage of different traveller experiences, using specific clips to illustrate sticking points to the design team.
The result
Agile refinements based on behavioural context
By matching user data with rich qualitative context, we delivered weekly recommendations based on the latest builds, resulting in a mobile journey that was considerably more intuitive and better aligned with the traveller's mindset.
Ready to see incling in action?
Talk to the team about your research challenge and we will show you what is possible.