DIGITAL & STRATEGIC
UX DESIGN PRACTICE
SERVICE DESIGN
Enhancing Customer Experience Through Innovative Ticketing and Retail Solutions
A customer centred approach to fares, retail and ticketing for Transport for Wales.
The task was to enhance the fares, retail, and ticketing services for Transport for Wales (TfW). This area, often seen as just ticketing, encompasses complex elements like fare structures and concessionary travel. The goal was to improve customer experience and increase the use of the public transport network.
Date
Location
Arup developed a service book which outlines research and design concepts for improving ticketing services, including fare structures and customer experience, based on in-depth user research and strategic methodologies. The research was supported via the tools in the strategic customer toolkit, including the personas and the foundational customer insights, as well as findings from the Wales Bus Reform Customer Experience and the TfW Onboard Catering Service Design workstreams.
The fares, retail, and ticketing service research helped the organisation gain a clear understanding of their diverse customer base and the connections between mobility services.
Arup worked with the Customer Experience team and retail and ticketing experts to develop a set of personas and pilot their application to reimagine the ticketing experience. This effort combined insights from two previous user research projects—focused on the integrated transport experience and ticketing service—into a comprehensive Strategic Customer Toolkit. The project also produced a Fares, Retail, and high-level Ticketing Service Blueprint. This work helped the organisation develop a shared, tangible understanding of the diverse customer base they serve and explored the experiential connections between mobility services both within and beyond their scope.
