When UX takes a daytrip to Paris

2018 Talk


Digital interfaces open up endless possibilities when it comes to helping people on the move. But how can we maximise the UX in a way that transforms getting somewhere from a functional activity to an enriched travel experience?

At Eurostar we are unearthing possibilities at each point of the passenger lifecycle, and looking far beyond the booking path. Whenever you take a train
under the Channel from the UK to mainland Europe, we actively put digital to work at every step of the way.

I will take you on a behind the scenes tour of the UX and you will see how we are making a positive impact on the passenger experience from the moment
they choose a Eurostar destination and manage their booking to time at the station and onboard the train. We always bring the station staff and train
managers along with us and I will show you how their valuable input has shaped the entire design process from targeted messaging to an interactive
seat map and everything in between.

We also explore ways in which UX can humanise technology. Through this case study, you’ll hear about how we ‘talk’ to our users as people with emotions that need to be supported. This approach is applicable to all UX designers, as it brings to life how we can all design to create ‘human to human’ interaction which in turn generates loyalty and repeat business.

In this talk you will learn about:
– The enormous potential and benefits in harnessing flexible and forward
thinking UX at every digital touchpoint
– How we design to support emotions
– The Eurostar approach to Lean research
– The impact of 101 quick wins from effective communication
– How we’ve taken onboard entertainment to a deeper level
– The answer to the most asked question: will I see the fish?

About the speaker(s)

Natalie Moser from London, UK has been leading Visual and UX teams for over 15 years and joined Eurostar in 2016 where she has built up the UX team. As well as being passionate about using evidence-based design to build innovative products, her mission is to infuse UX across the company and put design thinking at the heart of everything that is created.