Every day, thousands of people trust Southwest trains with one essential component of their daily lives: commuting. While at Huge, the UK train company briefed the agency to rethink their entire customer experience across all digital touch points. Their goal was simple, yet ambitious in terms of scope: they were aiming for a clean break from everything they've done up to that moment.
It's a well-known fact that these types of companies are not used to getting much love and appreciation from their passengers. While delays and disruptions are a matter of life, the frustration that comes with them for customers could be eased if SWT could improve the way it was communicating them. We identified this pain point as our top priority to be addressed with this project.
The end result is a simple and clean approach in which the new website and app would be placed at the centre of the relationship between STW and passengers. Therefore, when something unexpected happens, SWT can now bring all available information on a centralised way to their passengers. This way, customers are always up to date about current status of their journeys. Furthermore, they can now manage all other aspects such as book tickets, select seats, and even purchase on-board meals all in one place.
The final product is a sophisticated yet functional package, brought to life with a playful set of characters and illustrations, that somehow humanises the brand, and conveys the so much needed warmth to the conversation.