Trainline: Elevating the Mobile Booking Experience

14-week

programme

per market

Italy & France

markets

14-week

programme

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.

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.