Each day, thousands of people trust Southwest trains with one essential component of their daily routines: commuting.

The UK train company asked Huge Inc to rethink their customer experience across all digital touchpoints. The change seemed justifiable. Even though train’s delays and disruptions are often unpredictable, SWT knew they could do a better job at communicating them. And their digital platforms looked a natural fit to handle such a task.

In our proposal, we envisioned a website and an app where travellers can find information about their journeys all in one place. Besides that, SWT could now give them the opportunity of booking tickets, selecting seats, or even purchasing onboard meals digitally.  We took this opportunity to streamline all the traveller’s experience end to end. 

With this functional package, SWT could once again aspire to reconnect with their travellers. Plus, to help them succeed in getting the user’s attention, we developed a playful set of characters and illustrations that humanise the brand and conveys a warmer tone to the conversation. With these changes, SWT was now on the right track.