AMTRAK
February 2019 - October 2020
Omni Channel Passenger Experience
The Travel Distribution Platform
Enhancing the Amtrak Mobile App Experience
As a UX/UI Designer at Amtrak, I played a key role in enhancing the mobile app experience by improving the booking process, search functionality, performance, and overall user interface.
UX Process for Enhancing the Amtrak Mobile App
Target
Increase user satisfaction: Make the app easier to use and more enjoyable.
Boost app usage: Encourage more customers to use the app for travel.
Reduce support inquiries: Streamline booking and provide better information.
Competitor Analysis
Persona
Challenges
Complex booking process: The current booking process may be confusing or time-consuming for users. Limited search functionality: Users may find it difficult to find the best routes and fares. Performance issues: The app may experience slow load times or crashes. Lack of real-time updates: Users may not have access to timely information about train status and delays. Inconsistent visual design: The app's design may not be visually appealing or consistent across different screens. Accessibility issues: The app may not be accessible to all users, including those with disabilities.
Solution | Trip Detail
Amtrak Booking: Simple search, easy selection, various payment options. Search: Filter by city, date, train type, seat, amenities. Performance: Generally smooth, may experience delays during peak times.
Color | Typography
Color
Amtrak has adopted a color theme with one primary color, and five additional colors. This elaborate color theme allows Amtrak to present readable, distinct infographics.
Typography | Typefaces
Amtrak uses two typefaces: Source Sans Pro and Merriweather. Source Sans Pro is an open-source sans serif typeface created for legibility in UI design.
Typesetting
Readable text allows users to efficiently read and take in textual information, whereas text that is not readable turns off readers or makes it challenging for them to stay focused.
Key Improvements
Based on the provided data, Amtrak made significant improvements in its booking process in December 2020
32%
Increased Conversion Rate
A 32% increase in the conversion rate indicates that a higher percentage of website visitors successfully completed bookings, which is a positive sign.
45%
Decreased Average Booking Time
A 45% decrease in the average booking time means that customers were able to complete bookings more quickly, which can enhance the overall user experience.
95%
Reduced Abandonment Rate
A 95% decrease in the abandonment rate suggests that fewer customers were abandoning their bookings before completion, which is another positive indicator.
98%
Fewer Errors
A 98% decrease in the number of booking errors indicates a significant improvement in the booking process's reliability and stability.