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Grupo de Entrega Ferroviária

Da carteira ao smartphone

Transição dos National Railcards do formato físico para o digital

Animated image of a smartphone displaying a digital Two Together Railcard. The railcard includes two cardholders' photos, names, expiration date, a QR code, and a hologram at the bottom right corner that changes color, emphasizing security features.

Indústria

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  • Viagens e hospitalidade

Oferta

  • Elevação da Experiência

Transforming National Railcards

Rail Delivery Group

While the rail and transport industry as a whole has made increasing strides to rethink paper and plastic ticketing systems, National Railcards in the UK had remained behind.

Bringing together the UK’s leading rail companies, Rail Delivery Group (RDG) recognized the urgent need to transform National Railcards. From slow lead and processing times, to the risk of fraud and the frequent challenge of misplacing them, it was time to offer UK customers an altogether smarter, more efficient solution.

Illustration showing multiple types of railcards, such as Two Together Railcard, 16-25 Railcard, Family & Friends Railcard, Senior Railcard, Disabled Persons Railcard, and Network Railcard. Next to the cards, a list of key features highlights 'Seamless access,' 'Visible savings,' and 'Redeemable on demand.' An icon on a mobile phone screen shows steps for easy railcard usage.

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  • A high-speed train captured in motion, creating a blurred effect as it travels along the tracks. The vibrant colors of the train, including purple and blue, streak across the image, emphasizing speed and modern transportation.
  • A person holding a smartphone displaying a digital Family & Friends Railcard. The card shows two cardholders' photos, names, expiration date, and a QR code for scanning, with a vibrant red background. The scene captures a busy outdoor environment with blurred figures in the background.
  • A woman wearing a brown hijab and a beige blazer sits on a train, looking out the window with a peaceful expression. The window shows a view of buildings blurred by rain, capturing a moment of quiet reflection during her journey.
  • An illustration of a digital Two Together Railcard, showing various security features like photo identification, a QR code, and a digital hologram to prevent fraudulent use. The image also highlights layers for friendly and mandatory updates, emphasizing minimal impact on data usage, speed, and battery life.

Mapeando pontos problemáticos do mundo real

Grupo de Entrega Ferroviária

Uma extensa pesquisa de usuários foi realizada em estações em Londres, testando soluções de protótipo diretamente com os clientes. Essa pesquisa do mundo real foi inestimável, pois permitiu que a equipe descobrisse os vários pontos problemáticos e experiências de todos os usuários do Railcard, de estudantes a idosos.

Wireframes e projetos em estágio inicial foram então iterados rapidamente, informados por esses ciclos de feedback rápidos e diretos.

A equipe também embarcou em trens para testar soluções com nosso outro grupo de usuários importantes, os Inspetores de Proteção de Receita. Realizamos sessões em empresas operadoras de trens. Isso garantiu que vários Railcards digitais pudessem ser facilmente verificados no celular no curto espaço de tempo em que as inspeções de bilhetes ocorrem, e garantiu que quaisquer problemas de usabilidade pudessem ser descobertos e resolvidos antecipadamente.

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Image showing four digital railcards displayed on a mobile device. The railcards are for different categories: Two Together Railcard, 16-25 Railcard, Family & Friends Railcard, and Senior Railcard. Each card displays a photo of the cardholder, a QR code for scanning, and the expiration date.

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