Every day, thousands of people trust Southwest trains with an essential part of their daily lives: commuting. The UK train company briefed us to redesign their entire digital presence, challenging us to rethink how they could communicate with their clients in this cross-platform paradigm.
These types of companies are not known for having a loving relationship with their customers, who do not hesitate at pointing the finger and blaming them for delays and disruptions. Thus, SWT needed, not only to communicate more effectively but also to give commuters better tools and options to plan journeys, book trips, check timetables and be notified when the network is affected by any disruption.
The result is a clean approach to train ticket booking that is pain-free and very simple. Booking and managing trips, not marketing, is front and centre to the experience. With this intent, we created an app and responsive platforms, guided through the guise of anticipatory design. The final product is a beautiful yet functional package, brought to life with a playful set of characters and illustrations, that somehow humanises the brand and brings the so much needed warmth to the conversation.