AI-Assisted Train Booking System

I had the opportunity to reinvent the train booking experience for Thalys to improve the retention & conversion rate. I worked solo to research, design, prototype and deliver a Booking System powered by an AI-Powered Module, supplemental responsive website and branding for regular & premium users.

SECTOR

Travel

TYPE

UI/UX
Product Design

Thalys is a 27-year-old French-Belgian high-speed rail operator connecting Paris, Brussels, Amsterdam and other major European cities. They partner with Eurostar for direct trains from Paris and Brussels to London

BRIEF

Thalys has pioneered train travel for decades and their train booking system needed a makeover to solve poor retention. As the sole designer responsible for an end-to-end solution, my mission was to reinvent a booking system which is generally outdated across sectors.
The result was an AI-powered solution that streamlined the booking process, enhanced its conversion rates, loading speeds, boosted personalisation and felt tailored to each costumer by using decision trees and progressive disclosure.  

I also introduced a supplemental responsive website, revamped brand identities for regular and member users and implemented new features.   My approach delivered a next-generation booking system leveraging the potential of AI to improve the customer experience.

Thalys has pioneered train travel for decades and their train booking system had poor retention. As the sole designer responsible for an end-to-end solution, my mission was to reinvent a booking system. The result was an AI-powered solution that streamlined the booking process, enhanced its conversion rates, loading speeds, boosted personalisation and felt tailored to each costumer by using decision trees and progressive disclosure.  

I also introduced a supplemental responsive website, revamped brand identities for regular and member users and implemented new features.  

Services Provided

 → UX & UI Design 
→ Research
→ Ideation & Solution Hunting
→ Wireframes
→ Prototyping
→ UI KIT
→ Brand Identity
 → Pitch deck and demo

 → UX & UI Design 
→ Research
→ Ideation
→ Wireframes
→ Prototyping
→ UI KIT
→ Brand Identity
 → Pitch deck

CHALLENGE

I was Initially tasked with creating a basic Booking System to assist a sister agency lacking resources, my research unveiled a need for a more substantial solution. Being the sole designer prioritising efficiency while satisfying users and the client’s needs was the challenge. Despite resource constraints, the project exceeded the client's expectations. I synced with the Head of UX and Head of UI for key decisions.

I was Initially tasked with creating a basic Booking System to assist a sister agency lacking resources, my research unveiled a need for a more substantial solution. Being the sole designer prioritising efficiency was the challenge. Despite resource constraints, the project exceeded the client's expectations. I synced with the Head of UX and Head of UI for key decisions.

Role

→ UI Designer 
→ UX Designer
 → IxD Designer

SKIP CASE STUDY →

Research Phase

01 DISCOVER

01 RESEARCH

Audit Existing Product

Competitive Analysis

Personas

02 DEFINE

Re-Define Scope

Define Deliverables

03 EVALUATE

Brainstorm

Concept

Research Phase

01 RESEARCH

Audit Existing Product, Competityve Analysys, Personas

Audit Existing Product, Competitive Analysis, Personas

02 DEFINE

Re-Define Scope, Define Deliveries

Re-Define Scope, Define Deliverables

03 EVALUATE

Brainstorm, Concept

01 DISCOVER

Insights

After auditing Thalys' website, industry best practices and competition I concluded that the low conversion rate was not necessarily coming from the Booking Experience.

01. Slow Website & Booking

01. Slow Website & Booking Experience

Slow loading times

02. Poor usability & design

02. Not responsive, too busy, no clear CTA

No responsive design, no clear CTA, clunky mobile experience and busy design

03. Missed opportunities

03. Users can't see better rates prior booking

Users can’t see potential rates prior booking

04. Missing target audience

04. Poor loading speed on mobile frustrates travellers

Slow loading and poor mobile experience affects the main customer: travellers

05. External login for Members

05. External login for Loyalty Members

Loyalty card members must log into a separate website to see and book with their miles

06. Not on Brand

06. Existing Regular and Premium Branda is not distinguishable

Thalys has one identity for regular and another for premium. None is communicating speed, reliability, or comfort

Personas

Based on demographics and user reviews, I've created two archetypical personas: the leisure traveler and the business-savvy TheCard Member, unlocking miles and perks.

02 DEFINE

02 DEFINE / DELIVERABLES

DELIVERABLES

New Objectives

To tackle low conversion rates, the research concluded that a Booking System alone wouldn't suffice. I expanded the approach by adding extra deliverables beyond the initial scope.

Membership Area

Provide easy access to benefits, loyalty program, offers, miles and recommendations without leaving the main Thalys page.

Improve User Experience

Introduce responsive design on the main website and membership across devices, improve page load times,

Honour the Brand Identity

Communicate visually and with UX Speed, Reliability and Comfort. Honour the difference between Thalys and Thalys TheCard branding.

Idea Hunting

While evaluating insights and brainstorming, I recalled some some AI algorithms I had learned during my university days, if some of them were paired with a user-friendly interface, it solve the user and our client needs.

Users can’t see their previous selections when transitioning to the next screen due to poor UX. The solution is to display the selected options in a sticky top bar throughout the booking process and use them to anchor to the respective step.

Users discover better fares too late in the process, and slow loading times deter them from revising choices. Introducing an AI assistant with decision trees can guide, suggest, upsell, and inform users. Employing progressive disclosure enhances loading speeds while displaying necessary information.