From a fragmented ticket flow to a connected travel companion.

THE MOBILE BOOKING FLOW CREATED FRICTION

The search and purchase journey required too much scrolling, used screen space inefficiently and introduced important choices at the wrong moment. Discounts, ticket conditions, seat classes, stops and service-provider details were often unclear.

→ Passengers made decisions without the information they needed.

THE PRODUCT DID NOT REFLECT THE SERVICE

Passengers could not easily understand why Lux Express differed from a cheaper alternative. The interface focused on completing a transaction instead of communicating comfort and reliability.

→ A premium journey read as a commodity ticket.

THE EXPERIENCE ENDED AFTER PAYMENT

Tickets, upcoming trips, changes, reminders, upgrades and support were not unified in one mobile environment.

→ No place to build retention or contextual service.

MEASUREMENT WAS INCOMPLETE

Search behaviour and several key funnel actions were not tracked consistently, and the analytics implementation was fragmented.

→ Friction could not be located or proven.

In the workshop

• Interviews with Product, Revenue, Marketing, Customer Service, Business and Design across several markets
• A review of business goals, support knowledge, existing research and analytics
• Business-model, SWOT and organisational mapping
• Identification of the most important customer and business problems
• Collaborative ideation with individual departments
• A product strategy and an initial roadmap for website, ticket flow and app

Core business questions

• Which routes, ticket types and passenger segments create the most value?
• Where do passengers struggle or abandon the purchase journey?
• Which support cases indicate recurring UX problems?
• What information builds trust when comparing bus, train, car and other operators?
• How should subscriptions, paid tickets, upgrades and campaign fares coexist?
• Which moments before, during and after a trip should the product support?

Search and availability

• The primary search action did not always look clearly clickable.
• Passenger categories and discount eligibility were hard to discover early.
• Closed or unavailable stops stayed selectable until a later step.
• Stop names lacked context such as city centre, railway station or airport.
• Already booked or unavailable departures could still appear in results.

Ticket comparison

• The difference between Regular and Lounge was not clear enough.
• Seat availability and service provider were not visible while comparing.
• Campaign fares appeared preselected while non-refundable conditions lacked emphasis.
• Return-trip selection could fall below the first mobile viewport.

Passenger and seat selection

• Email and phone fields lacked adequate validation.
• There was no clear way to request assistance for a passenger with a disability.
• Repeated and multi-trip seat selection became complex inside collapsible sections.
• A large fixed progress indicator and CTA reduced the usable viewport.

Errors, recovery and measurement

• Generic “unknown error” messages did not help passengers recover.
• Changing a stop or date could reset a selection or force a context switch.
• Editing a purchased trip was not treated as a first-class journey.
• Critical search and purchase interactions were not tracked consistently.

Fast, but never ambiguous

Speed comes from removing unnecessary decisions and repetition — not from hiding what passengers need in order to trust the purchase.

The trip, not the transaction

The app should support discovery, booking, preparation, boarding, changes and future travel.

Make the premium experience visible

Comfort, amenities, seat class, route details and service quality should be evident while comparing options.

Design for real travel conditions

Tickets, seat numbers, departure locations, reminders and support must be findable in seconds, often on the move.

Measure every critical decision

The product should produce reliable behavioural data so the team can test hypotheses and improve the funnel.

Core funnels

• App install → registration → verification
• Search → result view → ticket selection → passenger details → seat → payment → purchase
• POT plan view → subscription selection → payment → activation
• Active subscription → trip search → booking → ticket

Key event dimensions

• Origin and destination country, city and stop
• One-way or return journey
• Regular, Lounge, campaign or subscription ticket
• Passenger and discount type
• Number of tickets
• Promo-code use
• Payment method
• Route and product revenue in one currency