Conceptual UX Case Study & App Redesign
Conceptual UX Case Study & App Redesign
Amtrak
Amtrak
My Role
My Role
UX Designer
UI Designer
UX Designer
UI Designer
Project
Project
Self-initiated
Conceptual
Self-initiated
Conceptual
Timeline
Timeline
6 weeks (2024)
6 weeks (2024)
Tools
Tools
Figma, Photoshop, and Illustrator
Figma, Photoshop, and Illustrator
Overview
Overview
Amtrak offers convenient, long-distance and regional train travel across the United States, connecting major cities and scenic destinations with over 300 routes daily. With its extensive coverage, it provides an alternative mode of transportation for commuters and long-distance travelers alike. Amtrak carries 30 million passengers annually, leading to a crowded and hectic environment for both Amtrak and its riders. In this conceptual UX case study, I look to redesign the Amtrak app to assist riders during their ride, not just before it.
Amtrak offers convenient, long-distance and regional train travel across the United States, connecting major cities and scenic destinations with over 300 routes daily. With its extensive coverage, it provides an alternative mode of transportation for commuters and long-distance travelers alike. Amtrak carries 30 million passengers annually, leading to a crowded and hectic environment for both Amtrak and its riders. In this conceptual UX case study, I look to redesign the Amtrak app to assist riders during their ride, not just before it.
Problem
Problem
Amtrak riders lack a unified platform build for onboard and long-distance travel, leading to frustrating and inefficient transit experiences.
Amtrak riders lack a unified platform build for onboard and long-distance travel, leading to frustrating and inefficient transit experiences.
Solution
Solution
The redesigned Amtrak app is a companion app meant for long-distance travelers and designed to improve boarding efficiency, provide in-transit convenience for riders, and ease the flow of information to passengers during their ride.
The redesigned Amtrak app is a companion app meant for long-distance travelers and designed to improve boarding efficiency, provide in-transit convenience for riders, and ease the flow of information to passengers during their ride.
1
1
Train Status at a Glance
Train Status at a Glance
What's taking so long? The Amtrak App gives you all the latest information regarding your transit on one page. Check where your headed and when you'll get there with the touch of a button. You can also stay updated with the Notifications tab and receive all the newest information about your trip.
What's taking so long? The Amtrak App gives you all the latest information regarding your transit on one page. Check where your headed and when you'll get there with the touch of a button. You can also stay updated with the Notifications tab and receive all the newest information about your trip.
2
2
Location Tracking on the Car
Location Tracking on the Car
Where am I? Want to know what car you're in at any time? Look no further. We've got you covered with our location tracker that let's you know what cart you're in and what amenities your nearby. You'll never get lost again in an Amtrak train.
Where am I? Want to know what car you're in at any time? Look no further. We've got you covered with our location tracker that let's you know what cart you're in and what amenities your nearby. You'll never get lost again in an Amtrak train.
3
3
Dining Reservations
Dining Reservations
Hungry? Get convenient access to traditional dining car and the Amtrak Cafe to get ahead of the crowd. The Amtrak App allows passengers to reserve a table in the dining car and order from the Amtrak Cafe through the app and get it delivered to your seat.
Hungry? Get convenient access to traditional dining car and the Amtrak Cafe to get ahead of the crowd. The Amtrak App allows passengers to reserve a table in the dining car and order from the Amtrak Cafe through the app and get it delivered to your seat.
The Design Approach
The Design Approach
How Might We Questions
How Might We Questions
How might we lessen the chaos and confusion of boarding, especially with first-time riders?
How might we curb the lack of communication about train service such as delays or system errors?
How might we increase the efficiency of services and comfortability of passengers on longer rides?
How might we lessen the chaos and confusion of boarding, especially with first-time riders?
How might we curb the lack of communication about train service such as delays or system errors?
How might we increase the efficiency of services and comfortability of passengers on longer rides?
Empathize
Empathize
Competitive Analysis
Competitive Analysis
I first looked into different competitors of Amtrak. However considering Amtrak being the only long-distance train system focused on passengers, I also looked into other modes of long-distance transportation.
I first looked into different competitors of Amtrak. However considering Amtrak being the only long-distance train system focused on passengers, I also looked into other modes of long-distance transportation.
I looked into the individual apps of Brightline, RailPass (BNSF Railway), Delta, and Southwest and found that:
All apps provide ticketing services through the mobile app along with mobile check-ins
None of the apps provide extensive on-board experiences (can equate the lack of connection systems and movement in airlines compared to railway transportation)
Riders can only get direct details about their Amtrak trains and interact with train services through the Amtrak app
I looked into the individual apps of Brightline, RailPass (BNSF Railway), Delta, and Southwest and found that:
All apps provide ticketing services through the mobile app along with mobile check-ins
None of the apps provide extensive on-board experiences (can equate the lack of connection systems and movement in airlines compared to railway transportation)
Riders can only get direct details about their Amtrak trains and interact with train services through the Amtrak app
User Perceptions & Affinity Mapping
User Perceptions & Affinity Mapping
In order to get an understanding of user's current perceptions of the Amtrak transit system and where I could look for improvements to this system, I scoured both reviews and comments on social media like Reddit, TripAdvisor, and Youtube.
In order to get an understanding of user's current perceptions of the Amtrak transit system and where I could look for improvements to this system, I scoured both reviews and comments on social media like Reddit, TripAdvisor, and Youtube.
By leveraging online reviews and discourse regarding the current Amtrak system, I made an affinity map by coding specfic experiences that users had.
By leveraging online reviews and discourse regarding the current Amtrak system, I made an affinity map by coding specfic experiences that users had.
User Archetypes
User Archetypes
After looking into the types of users and their preferences, I came up with three user archetypes that would benefit from a mobile service:
After looking into the types of users and their preferences, I came up with three user archetypes that would benefit from a mobile service:
The Commuter
The Commuter
The Commuter is focused on using the train as a form of transportation. They want to reach their destination on time and be as comfortable and relaxed as possible during the ride. These riders include elderly riders, people with disabilities, and long-distance commuters, like students and businesspeople.
The Commuter is focused on using the train as a form of transportation. They want to reach their destination on time and be as comfortable and relaxed as possible during the ride. These riders include elderly riders, people with disabilities, and long-distance commuters, like students and businesspeople.
Goals: Maximize comfort and relaxation
Goals: Maximize comfort and relaxation
Frustrations: Poor facilities, Unruly staff, Delays and poor communication
Frustrations: Poor facilities, Unruly staff, Delays and poor communication
Motivations: Ease of use, Price, Comfort
Motivations: Ease of use, Price, Comfort
The Adventurer
The Adventurer
The Adventurer is a rider who wants to enjoy the journey and experiences of each ride and destination. They’re looking for the next thing to do rather than sitting idly for the ride. On the younger side, they want to experience something new and are willing to go out of their way to get it.
The Adventurer is a rider who wants to enjoy the journey and experiences of each ride and destination. They’re looking for the next thing to do rather than sitting idly for the ride. On the younger side, they want to experience something new and are willing to go out of their way to get it.
Goals: Experience new adventures and maximize entertainment
Goals: Experience new adventures and maximize entertainment
Frustrations: Boredom, Lack of options
Frustrations: Boredom, Lack of options
Motivations: New experiences, Creativity, Autonomy
Motivations: New experiences, Creativity, Autonomy
The Family
The Family
The Family is a group-oriented traveler with diverse needs due to differing ages and preferences within their group. They value simplicity and streamlined communication to stay organized while traveling with children or elderly relatives. The priority of the head of the family is ensuring everyone has a safe, comfortable, and enjoyable trip.
The Family is a group-oriented traveler with diverse needs due to differing ages and preferences within their group. They value simplicity and streamlined communication to stay organized while traveling with children or elderly relatives. The priority of the head of the family is ensuring everyone has a safe, comfortable, and enjoyable trip.
Goals: Create a fun and exciting experience for the family, while maintaining efficiency and safety
Goals: Create a fun and exciting experience for the family, while maintaining efficiency and safety
Frustrations: Complicated processes, Lack of space, Danger
Frustrations: Complicated processes, Lack of space, Danger
Motivations: Bonding experiences, Price, Significance of oversight
Motivations: Bonding experiences, Price, Significance of oversight
User Journey
User Journey
After defining the user personas, I mapped out user journeys for the Commuter persona that indicated what goal the user is trying to achieve, pain points and opportunities during the goal period, and any emotions that they may go through while trying to achieve said goal.
After defining the user personas, I mapped out user journeys for the Commuter persona that indicated what goal the user is trying to achieve, pain points and opportunities during the goal period, and any emotions that they may go through while trying to achieve said goal.
After developing this user journey, I was able to recognize major pain points that the user may encounter. This discovery led to various opportunities to enhance convenience for riders and efficiency for staff to provide better service. Examples of this include:
Integrating real-time updates to the schedule
Guidance for luggage storage and attendant support
Digital train maps that will help shoulder mid-ride guidance issues from passengers
Pre-ordering capabilities and virtual menu's quickly allow passengers dining options
Dining car reservations that will provide users more control around scheduling
After developing this user journey, I was able to recognize major pain points that the user may encounter. This discovery led to various opportunities to enhance convenience for riders and efficiency for staff to provide better service. Examples of this include:
Integrating real-time updates to the schedule
Guidance for luggage storage and attendant support
Digital train maps that will help shoulder mid-ride guidance issues from passengers
Pre-ordering capabilities and virtual menu's quickly allow passengers dining options
Dining car reservations that will provide users more control around scheduling
Ideation
Brainstorming
Brainstorming
After building out the research findings and user journey, I brainstormed multiple new features that can help users with both efficiency and convenience during their trips. Synthesizing from the affinity diagram and user journey, I found four major points of emphasis that users often encounter during their ride which include ticketing, train status, dining, and location services.
After building out the research findings and user journey, I brainstormed multiple new features that can help users with both efficiency and convenience during their trips. Synthesizing from the affinity diagram and user journey, I found four major points of emphasis that users often encounter during their ride which include ticketing, train status, dining, and location services.
I went through and looked at the implementation feasibility for each of these features and narrowed down a few that would provide the most convenience to the user without bloating the app.
I went through and looked at the implementation feasibility for each of these features and narrowed down a few that would provide the most convenience to the user without bloating the app.
Lo-Fi Wireframes
Lo-Fi Wireframes
Taking some of the new features from the brainstorming, I quickly built out lo-fi wireframes for five new sections that riders can utilize during a ride.
Taking some of the new features from the brainstorming, I quickly built out lo-fi wireframes for five new sections that riders can utilize during a ride.
Prototyping
Information Architecture
Information Architecture
Before building out the first iteration prototype, I built out the information architecture of the app. By focusing on the five main sections (along with a miscellaneous section), I was able to create a grouping system that would help users find what they need quickly and easily.
Before building out the first iteration prototype, I built out the information architecture of the app. By focusing on the five main sections (along with a miscellaneous section), I was able to create a grouping system that would help users find what they need quickly and easily.
Breaking down the app into these six segments will create a simplified structure for the user to follow so that the they can figure out where key features are located through minimal steps.
Breaking down the app into these six segments will create a simplified structure for the user to follow so that the they can figure out where key features are located through minimal steps.
Hi-fi Wireframe
Hi-fi Wireframe
Testing/Conclusion
Testing/Conclusion
Further Steps
Further Steps
Pageview
Pageview
Usability Testing
Usability Testing
The next step for the case study should go towards usability testing within the app with a diverse user group which includes frequent riders, first-time passengers, and families, to evaluate the redesigned app's features
Using both qualitative and quantitative data on usability, design clarity, and overall user satifaction can provide important insights that can be missed in the first iteration of the design
The next step for the case study should go towards usability testing within the app with a diverse user group which includes frequent riders, first-time passengers, and families, to evaluate the redesigned app's features
Using both qualitative and quantitative data on usability, design clarity, and overall user satifaction can provide important insights that can be missed in the first iteration of the design
Accessible
Accessible
Accessibility Improvements
Accessibility Improvements
After usability testing, an acccesibility audit should be conducted with WCAG standards that helps riders with disabilities or other needs
Incorporating key features such as screen reader compatibility, high-contrast modes, and voice commands/voice-guided navigation can provide significant quality of life improvements for said users and also staff who interact with them
After usability testing, an acccesibility audit should be conducted with WCAG standards that helps riders with disabilities or other needs
Incorporating key features such as screen reader compatibility, high-contrast modes, and voice commands/voice-guided navigation can provide significant quality of life improvements for said users and also staff who interact with them
Expand
Expand
Feature Expansions
Feature Expansions
Following the usability test, expanding on features can help solve key pain points that may relate to diverse user groups
Exploring additional features such as ride reviews, post-ride surveys, and personalized reccomendations can provide better user engagement
Following the usability test, expanding on features can help solve key pain points that may relate to diverse user groups
Exploring additional features such as ride reviews, post-ride surveys, and personalized reccomendations can provide better user engagement
Final Thoughts
Final Thoughts
This case study was my first time attempting an app redesign, and it was a really insightful learning experience. Working alone on this process brought a lot of ups and downs along with it. Through this process, I had the opportunity to navigate the entire UX process - from research to prototyping - while gaining a deeper understanding of user needs and design best practices. However, working solo also had its drawbacks such as being unable to bounce ideas off of different perspectives and combing through tons of data alone.
While I'm proud of the final design, I recognize the need for modifications that could improve the overall design and usability of the app. Through this case study, I learned the value of interaction and the impact of thoughtful design, which I am excited to bring forth to my next project. I also found that having a team, even just to brainstorm, can elevate the overall process through the diverse perspectives and ideas.
Overall, this project brings to the light the potential of design to improve everyday experiences and create satisfaction and/or convenience to technology in the travel industry. I believe with a bit more refinement and user feedback, my Amtrak app redesign could be a useful tool to have on a ride and possibly redefine what it means to travel by train.
This case study was my first time attempting an app redesign, and it was a really insightful learning experience. Working alone on this process brought a lot of ups and downs along with it. Through this process, I had the opportunity to navigate the entire UX process - from research to prototyping - while gaining a deeper understanding of user needs and design best practices. However, working solo also had its drawbacks such as being unable to bounce ideas off of different perspectives and combing through tons of data alone.
While I'm proud of the final design, I recognize the need for modifications that could improve the overall design and usability of the app. Through this case study, I learned the value of interaction and the impact of thoughtful design, which I am excited to bring forth to my next project. I also found that having a team, even just to brainstorm, can elevate the overall process through the diverse perspectives and ideas.
Overall, this project brings to the light the potential of design to improve everyday experiences and create satisfaction and/or convenience to technology in the travel industry. I believe with a bit more refinement and user feedback, my Amtrak app redesign could be a useful tool to have on a ride and possibly redefine what it means to travel by train.