How can SNCF Connect expand its offering to include micro-trips?
Following my 5 days UX Design certification with The Laptop, I completed the design of the case study we did for SNCF Connect.
SNCF Connect wants to create a new micro-trip offer to win back passengers who are turning to the car.
Business Challenge
Introduce a new service that will win the loyalty of customers who prefer to use the car for their regional journeys.
Discovery & learnings
- They enjoy short adventure breaks to reconnect with nature at the weekend, and want to be self-sufficient once they arrive.
“I prefer to take my children to do outdoor activities at weekends to give them a break from screens.”
- They choose to take the car for the convenience of being able to bring their bicycles and luggage with them at the same time.
"There are never enough bicycle spaces on the train to take mine with me"
Our problematic
How can we help users enjoy their micro-trips outside major cities while being able to explore easily over the weekend ?
Solution
A bicycle rental service offered by SCNF Connect, in order to help our users to be independent while remaining flexible once they arrive at their destination.
Learnings from user testing
- The price calculation is not highlighted and does not inspire confidence
- Improve understanding of how the service works
"I don't know whether to collect my bike on the train or at my destination"
Take a look at the full UX journey (French version)
Iteration :
Iteration of wireframes in order to quickly review the user journey and interactions without building a fixed solution.
Designing a flow and components that fits into the company's current layout
Style guide :
- Enhanced with the new green colour dedicated to the hire service
- A bicycle icon as a visual recognition element
Hierarchy
- Group together the rental services, bike and car, in one place.
Guidance
- Enter the user's height to ensure that the bike is properly adjusted before removal.
- Indicate prices for each item.
- Price details remains accessible on the booking page once the order has been placed.
Explore the prototype !
Team
Parnership with
Results & Improvments
Proof of concept and market fit
This prototype must be tested to validate the flow, guidance and hierarchy.
The solution must also be tested by users to confirm that it meets their needs before launching a potentially costly implementation of the service.
How may the solution evolve?
- Offer to link your hire to an existing trip, so you can hire a bike more quickly.
- Concentrate the service in towns that do not have a self-service bike hire scheme.
