Quick buy redesign that led to customer satisfaction of 4.3/5
03 min read | Last updated: 18 August 2024
“The quick buy section was really easy to find, and tickets were easy to purchase from here. The screen was clear, bright and fonts were easy to read, making it clear for me to find where I needed to go.”
-Leisure traveller after using the new Quick Buy
My Role
Lead UX designer
Timeline
6 months
Status
Shipped
What I delivered
On-site user research | UI design | Prototyping |
Usability testing | Strategy sessions
Introduction
Avanti West Coast has ticket vending machines in major stations across west coast mainline, One of the features of ticket vending machines is the "Quick Buy"
The Quick Buy feature speeds up ticket purchases for those in a hurry, initially allowing users to buy single tickets to popular destinations.
User pain points
I spent two days at London Euston station to ensure the efficacy and user-friendliness of this feature, I identified several issues with the Quick Buy feature
1. User understanding and satisfaction: While most users recognise Quick Buy as a simple ticket purchasing option, they require detailed information such as ticket type, travel time, and price before finalising their purchase.
2. Control and customisation: Users want control over travel details, including the number of travellers, adding railcard, and seat preferences.
3. Price assurance: Price-conscious users are hesitant to use Quick Buy without confirmation that it offers the cheapest or most suitable option, leading them to compare prices manually.
I spent two days at London Euston station to ensure the efficacy and user-friendliness of this feature, I identified several issues with the Quick Buy feature..
1. User Understanding and Satisfaction: While most users recognise Quick Buy as a simple ticket purchasing option, they require detailed information such as ticket type, travel time, and price before finalising their purchase.
2. Control and Customisation: Users want control over travel details, including the number of travellers, adding railcard, and seat preferences.
3. Price Assurance: Price-conscious users are hesitant to use Quick Buy without confirmation that it offers the cheapest or most suitable option, leading them to compare prices manually.
I spent two days at London Euston station to ensure the efficacy and user-friendliness of this feature, I identified several issues with the Quick Buy feature..
1. User Understanding and Satisfaction: While most users recognise Quick Buy as a simple ticket purchasing option, they require detailed information such as ticket type, travel time, and price before finalising their purchase.
2. Control and Customisation: Users want control over travel details, including the number of travellers, adding railcard, and seat preferences.
3. Price Assurance: Price-conscious users are hesitant to use Quick Buy without confirmation that it offers the cheapest or most suitable option, leading them to compare prices manually.
Solution
We have completely revamped the Quick Buy flow, these are the major changes
Now display the top nine destinations from each station, covering 90% of tickets purchased.
Users can select destinations and view all available tickets.
Options to select passenger count, choose single or return tickets, and add a railcard.
Updated design priorities ticket type, price, and permitted routes.
We've redesigned our ticket vending machines to improve user experience:
Now display the top nine destinations from each station, covering 90% of tickets purchased.
Users can select destinations and view all available tickets.
Options to select passenger count, choose single or return tickets, and add a railcard.
Updated design priorities ticket type, price, and permitted routes.
We've redesigned our ticket vending machines to improve user experience:
Now display the top nine destinations from each station, covering 90% of tickets purchased.
Users can select destinations and view all available tickets.
Options to select passenger count, choose single or return tickets, and add a railcard.
Updated design priorities ticket type, price, and permitted routes.
Sneak peak
Each and every component of this flow is carefully designed and selected from a lot of iterations, here is the sneak peak of the design behind the train ticket component
Early testing
We have increased the total steps from two to four, which has raised questions among stakeholders. But we went with the hypothesis
“Less steps doesn’t always means better UX, if the steps are seamless number of steps didn’t matter”
Early testing proved this hypothesis correct. Users reported a significantly improved experience, noting that the additional steps provided them with the necessary control and information without feeling cumbersome.
We have increased the total steps from two to four, which has raised questions among stakeholders. But we went with the hypothesis
“Less steps doesn’t always means better UX, if the steps are seamless number of steps didn’t matter”
Early testing proved this hypothesis correct. Users reported a significantly improved experience, noting that the additional steps provided them with the necessary control and information without feeling cumbersome.
We have increased the total steps from two to four, which has raised questions among stakeholders. But we went with the hypothesis
“Less steps doesn’t always means better UX, if the steps are seamless number of steps didn’t matter”
Early testing proved this hypothesis correct. Users reported a significantly improved experience, noting that the additional steps provided them with the necessary control and information without feeling cumbersome.
Impact
Individuals within the sample performed tested two core functionalities (Quick Buy and All Destinations) of the TVM and through the administration of a questionnaire, insights and feedback were collected alongside their emotional, cognitive and behavioural responses.
By re-designing Quick buy feature in Avanti’s ticket vending machines across UK, Avanti achieved the following,
Customer satisfaction of 4.3/5
System Usability Scale 84/100
Quick Buy feature is approximately 8.3% better in usability compared to the All Destination Search
By commuters 83% rated AWC's TVMs as better or significantly better.
Individuals within the sample performed tested two core functionalities (Quick Buy and All Destinations) of the TVM and through the administration of a questionnaire, insights and feedback were collected alongside their emotional, cognitive and behavioural responses.
By re-designing Quick buy feature in Avanti’s ticket vending machines across UK, Avanti achieved the following,
Customer satisfaction of 4.3/5
System Usability Scale 84/100
Quick Buy feature is approximately 8.3% better in usability compared to the All Destination Search
By commuters 83% rated AWC's TVMs as better or significantly better.
Individuals within the sample performed tested two core functionalities (Quick Buy and All Destinations) of the TVM and through the administration of a questionnaire, insights and feedback were collected alongside their emotional, cognitive and behavioural responses.
By re-designing Quick buy feature in Avanti’s ticket vending machines across UK, Avanti achieved the following,
Customer satisfaction of 9.1/10
System Usability Scale 84/100
Quick Buy feature is approximately 8.3% better in usability compared to the All Destination Search
By commuters 83% rated AWC's TVMs as better or significantly better.
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More case studies
Made with music and loads of chai
Made with music and loads of chai
Made with music
and loads of chai