On the right track Sean Connell Head of UX & Design
Who is Loco2?
LOCOMOTIVE
LOCOMOTIVE
LOCOMOTIVE CRAZY2
10% Launched in 2013 10% Agile, honest and collaborative 48% Easily book a train (or bus) 20% anywhere across Europe and UK Originally for complex trips: 12% London to Rome 80% of business is via desktop UK + Europe N America ROW, English Europe, Non-English Australia, NZ
Challenge
Challenge 80% of our business was desktop
Challenge 80% of our business was desktop bad.
Challenge 80% of our business was desktop bad. Why?
People buy complex trips on desktop.
People buy complex trips on desktop. Simple trips are booked on mobile
Simple trips = Frequent buyers = Loyal, profitab
Simple trips = Frequent buyers = Loyal users
Simple trips = Frequent buyers = Loyal users = Profitability
Simple trips = Frequent buyers = Loyal users = Profitability Think booking a flight to Thailand vs booking an Uber
What did that look like?
What did that look like? Our mobile experience was adapted from Desktop Lowest common denominator approach made all bookings complex bookings
What did that look like? Our mobile experience was adapted from Desktop Lowest common denominator approach made all bookings complex bookings GoEuro 17 Loco2 21 Trainline 5 Taps to book
What did that look like? Our mobile experience was adapted from Desktop Lowest common denominator approach made all bookings complex bookings GoEuro 17 Loco2 21 Trainline Our own employees were using 5 competitor products to book short trips Taps to book
So we had to change. But how?
Back to the drawing board.
Mobile first Add real value Dramatically simplify and personalise the mobile experience. Cheaper prices and tools to find them. Build features that get your customers hooked.
[For new entrants to stand a chance, they can t just be better, they must be nine times better.] John Gourville Professor of Marketing at Harvard Business School
Easier said than done right?
Easier said than done right? Here s what we ve done
First Reduce to 4 taps
First Reduce to 4 taps GoEuro 17 Loco2 4 Trainline 5
First Reduce to 4 taps GoEuro 17 Loco2 4 Trainline 5
4 tap fast checkout Getting our customers 'hooked by personalising their experience and making repeated use pay back. Save everything in your account and checkout in 4 taps for favourite trips
Plus bonus 3 tap 'Next train home' Location based suggestion for next train home for even faster booking with saved details.
sometimes it needs to be slow.
sometimes it needs to be slow. A customer-centric dynamic flow
DE Our user groups UK FR IT Int. ES
Your live departures Manchester London (Any) 07:00 09:00 Plat. 1 07:30 09:10 Plat. 3 View more times Pay Cancel Destinations around Europe from you Manchester London, One way 1 Adult Wed 28 Nov Manchester Piccadilly 07:30 105-245 York to Cannes Barcelona France Spain 3h 6m Coach B, Seat 23 3 taps Expires 1h 23m Standard Sean Tester Add another journey Recent searches York London Kings Cross How to get your tickets York Manchester Nice! You ve got mobile tickets Leeds Liverpool Oxford Dynamic flow 09:10 Plat. 3 York to After you ve paid, your mobile tickets will be accessible in your account on your device for you to use on the travel day. London (any) Pay Next train home leaves in 24m Manchester to London, One way Manchester Piccadilly 0.2miles away 07:30 Plat. 3 4h 58m 64 Standard Class 09:10 64 Expires 1h 23m Advance Single, Non-flexible to change Booking fee Free! 0 64 Total Outbound 30 Nov Book cheap trains & buses tickets with ZERO fees 28 Nov 29 Nov 30 Nov 76 76 74 Departure Order by 2 Dec 146 194 Fastest Price Best Manchester London, One way 1 Adult Where to? To 06:00 08:00 Wed 28 Nov method Exp 06:10 Change 3hpayment 44 Exp 08:10 Manchester Piccadilly Plat.4 Manchester Piccadilly 1st + 46 London (Any) 07:00 4h 58m 07:30 Plat. 3 3h 6m 09:10 Plat. 3 PriceHack 3h 6m 07:30 09:10 Plat.3 Manchester Piccadilly 4h 58 Add another journey 64 07:30 + 36 3h 44 Manchester Piccadilly Exp 10:10 98 Cheapest 09:00 14:00 Plat.21 Cannes Barcelona France Spain Nice! You ve got mobile tickets 1st + 46 York to How to get your tickets After you ve paid, your mobile tickets will be accessible in your account on your device for you to use on the travel day. 09:10 Plat 3 105-245 Expires 1h 23m 09:10 1st Destinations around Europe from you 8h 58 Manchester Piccadilly Pay Manchester to London, One way 64 Standard Class Expires 1h 23m Advance Single, Non-flexible Booking fee Free! 0 74 Total 10:00 12:00 York London Kings Cross Exp 10:10 Plat.21 Exp 12:10 York Manchester Manchester Piccadilly Leeds Liverpool Cancel Book cheap trains Oxford London (any)& buses tickets with ZERO fees Manchester Piccadilly 0.2miles away 09:10 4h 58m 64 07:30 09:10 Plat. 3 3h 6m Whats this? 105-245 London St Pancras International From To Paris (any) Add stop over + nearby 11:00 Paris Montparnasse 13:00 France Plat.21 Departure By booking your tickets you accept our Loco2 terms & conditions SNCF conditions of travel. London and Kings Cross London St Pancras International 105-245 0.3mi 138 1st + 36 167-262 Spain 12:00 Partick Return 25 JUL, Any time Exp 14:10 143-278 Manchester Piccadilly r y u i o 139p 1st + 46 a s d f g h 13:00 j k l M T York to Cannes Barcelona France Spain Manchester Piccadilly space T F S S To Paris (any) 2018 28 Nov 29 Nov 30 Nov 76 76 74 Departure 1 3 4 5 6 7 Return 2 Dec 146 194 Fastest Price 06:00 12 13 14 15 Passengers Exp 06:10 Plat.4 3h 44 Manchester Piccadilly Sean (you) 16 17 18 19 20 21 22 1 Adult 23 24 25 26 27 28 29 Add discount card Any 97 PriceHack 07:30 09:10 Plat.3 4h 58 143-278 United Kingdom Manchester Search 83-126 United Kingdom 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Adults (26-59yrs) 20 21 22 23 24 25 26 Today 06:00 return 07:30 Cancel Official retailer. No hidden fees. 5 07:00 09:00 10:00-1 - Senior (60+) Official retailer. No hidden fees. Tomorrow 08:00 Done Passengers - Youth (0-25yrs) + 0 + 0 + 3h 44 Manchester Piccadilly Exp 10:10 Plat. 3 14:00 Plat.21 8h 58 Manchester Piccadilly Standard Best value + 17 Standard Premier + 85 Business Premier + 111 Non-refundable 74 + 36 After you ve paid, your mobile tickets will be accessible in your account on your device for you to use on the travel day. Pay Ticket exchangeable before departure with a fee of 40 per trip and per person, as well as the price difference between the original and the new ticket price. Non-refundable ticket. Refundable Nice! You ve got mobile tickets Best value Exchangeable with a fee + 111 Fully Flexible Add another journey How to get your tickets Manchester to London, One way 06:00 07:00 08:00 09:00 10:00 Best 11:00 10:00 12:00 York London Kings Cross Exp 10:10 Plat.21 Exp 12:10 York Manchester Manchester Piccadilly Leeds Expires 1h 23m Advance Single, Non-flexible Booking fee Free! 0 Exchangeable Total 64 Seats requested (any) Choose this ticket ( 125.00) 130 Liverpool Oxford 64 Standard Class Seating preferences Recent searches 8 taps Expires 1h 23m Sean Tester Standard Semi-Flexible 98 1st + 46 09:00 09:10 3h 6m Coach B, Seat 23 Flexibility 132 1st + 36 Cheapest 11:00 London St Pancras International Paris Nord 09:10 Plat 3 Manchester Piccadilly 07:30 Class 1st 4 Wed 28 Nov Eurostar #9028 AUG 3 1 Adult Standard, Compulsory Return Manchester Piccadilly Recent destinations 2 Paris Nord 125 64 1 3h 44 Exp 08:10 31 United Kingdom Exp 12:10 12:00 Exp 10:10 29 JUL, 17:30 Class 10:00 Manchester London, One way 08:00 1st + 46 11 167-262 Best Pay Cancel Best London St Pancras International 8 10 30 Avoid London 25 JUL, 08:00 Outbound 25 Jul - 10:00 1 Dec + nearby Departure 9 15:00 123 London St Pancras International From Passengers 15:10m z x c v bexp n 105-245 W JUL Exp 13:10 Plat.21 York to Outbound 30 Nov Add stop over 2 Carte Jeune applied 0.7mi York t Add a return 25 JUL 29 JUL, Any time 1 Adult London (any) 14:00 Italy Plat.21 q w e Departure Avoid London 0.3mi Palermo Destinations around Europe from you + nearby Near you France View more times London St Pancras International Paris (any) Search nearby stations Change payment method Manchester Piccadilly 67-97 Paris Charles de Gualle Airport Done Choose outbound date Done Order by France 09:00 4h 58m Choose from station To Paris (any) London (Any) Cancel Cancel From We ll let you know when to book nearby for the best prices Search stations London to 07:00 Plat. 1 London (any) Set alert to London Euston change Your live departures Manchester 1st + 46 Set a booking alert for To journey Pa this Where to? 07:30 130 Done Choose to station From Next train home leaves in 24m Plat. 3 64 Best Recent searches To 4 taps Standard Sean Tester View more times York to 07:30 Coach B, Seat 23 09:00 Plat. 1 By booking your tickets you accept our Loco2 terms & conditions and SNCF conditions of travel. 97 Your live departures Manchester Pay Cancel 1 Dec 1st + 46 London (any) Cancel Cancel Next train home leaves in 24m Manchester 0.2miles away Book cheappiccadilly trains & buses tickets 07:30 with ZERO fees 09:10 Plat. 3 4h 58m Done Choose to station London (any) From Plat. 1 3h 6m 67-97 Palermo 167-262 Partick a s d 143-278 r t f y u g h i j o p k l z x c v b n m Cannes Barcelona France Spain London St Pancras International From 123 space return M T W T F S S To Paris (any) Add stop over JUL 2018 1 29 JUL, Any time 3 4 5 6 7 Avoid London Departure Return 25 JUL, 08:00 29 JUL, 17:30 8 Passengers 9 10 11 12 13 14 15 Passengers Sean (you) 16 17 18 19 20 21 22 1 Adult 23 24 25 26 27 28 29 Add discount card 30 31 Carte Jeune applied + nearby Class Any 29 Nov book for the best prices Departure United Kingdom 1 143-278 United Kingdom Manchester 83-126 Search United Kingdom 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Adults (26-59yrs) 20 21 22 23 24 25 26 Today 06:00 07:00 08:00 09:00 10:00 Done Passengers Senior (60+) - Official retailer. No hidden fees. Tomorrow Youth (0-25yrs) 11:00 06:00 Exp 06:10 Plat.4-1 0 0 + + + Outbound 25 Jul - 10:00 1 Dec 2 Dec 146 194 Fastest Whats this? Price Best 3h 44 Manchester Piccadilly 11:00 97 138 PriceHack 09:10 4h 58 1st + 36 Exp 14:10 Manchester Piccadilly 1st + 36 09:10 3h 44 Manchester Piccadilly 13:00 64 139 15:00 1st + 46 14:00 98 Cheapest 132 1st + 36 08:00 09:00 10:00 11:00 74 Best 10:00 12:00 Wed 28 Nov Best value Standard + 17 Standard Premier + 85 + 111 Business Premier Best value Fully Flexible + 111 York London Kings Cross Exp 10:10 Plat.21 Exp 12:10 York Manchester Manchester Piccadilly 130 Standard Expires 1h 23m Sean Tester Add another journey Surname How to get your tickets Senior 1 (60yrs+) First name Nice! You ve got mobile tickets After you ve paid, your mobile tickets will be accessible in your account on your device for you to use on the travel day. Pay Exchangeable with a fee Ticket exchangeable before departure with a fee of 40 per trip and per person, as well as the price difference between the original and the new ticket price. Non-refundable ticket. 09:10 3h 6m Coach B, Seat 23 First name Select title... Non-refundable Refundable Plat. 3 Select title... Surname Manchester to London, One way Standard Class Continue to Pay 64 Expires 1h 23m Advance Single, Non-flexible Booking fee Free! 0 Exchangeable Seating preferences Recent searches 1 Adult Manchester Piccadilly Adult 2 (26-59yrs) Class Semi-Flexible Exp 15:10 Manchester Piccadilly 8h 58 London St Pancras International Paris Nord Flexibility Exp 13:10 Plat.21 Manchester Piccadilly Manchester London, One way 07:30 1st + 46 Exp 10:10 09:00 By booking your tickets you accept our Loco2 terms & conditions First nameand SNCF conditions of travel. Eurostar #9028 Standard, Compulsory Return 14:00 Plat.21 07:00 Change payment method Select title... Paris Nord Pay Cancel Surname 1st + 46 07:30 Login Adult 1 (26-59yrs) Exp 12:10 125 Manchester Piccadilly 06:00 12:00 3h 44 Exp 08:10 13:00 Plat.21 Exp 10:10 London St Pancras International Plat.21 Plat 3 10:00 Who s travelling? Cancel Best 08:00 07:30 Cancel Official retailer. No hidden fees. Set alert Manchester Piccadilly 12:00 AUG 167-262 30 Nov We ll let you 76 76know when 74 to Plat.3 Recent destinations York q w e York to Return 1 Adult London (any) Italy 105-245 25 JUL 2 0.7mi Spain York to Add a return Avoid London 25 JUL, Any time 0.3mi France Destinations around Europe from you + nearby Departure London St Pancras International 105-245 Paris Charles de Gualle Airport View more times Paris (any) London Kings Cross France To 0.3mi Paris Montparnasse 09:10 Plat. 3 105-245 France 07:30 London St Pancras International From Add stop over Near you Paris (any) 09:00 4h 58m + nearby Search nearby stations London to London (Any) Outbound Set a booking alert for30 Nov this journey 28 Nov Departure Order by Paris (any) To Search nearby stations Your live departures Done Choose outbound date Done London St Pancras International From Pa To 07:00 Choose from station 64 To Where to London Euston to? change Manchester Cancel Seats requested (any) Choose this ticket ( 125.00) Total 64 16 taps
Next Add real value
Design-centric "Users who continually find value in a product are more likely to tell their friends about it." Nir Eyal Hooked: How to Build Habit-Forming Products
Outbound Return 25 Jul 10:00 12:00 3h 44 Exp 12:10 Outbound Return Get the train to Paris Charles De Gaulle London St Pancras International Paris Nord 25 Jul 3h 44 38m Coach D, Seat 25 Station transfer Sean Connell Paris Nord 1 Adult, Standard, Semi-Flexible Paris Lyon Present barcode at ticket gates Ticket number: 05929131 Issued: 010118 Send to a friend 38m to make your way from Paris Nord to Paris Lyon Google directions Coach D, Seat 23 Dave Ashton Coach D, 1 Adult, Seat 24 Standard, Compulsory Ayda Return Oz
Lessons learned
Customers need convenience Choices without complications Put the customer in control Provide better value than competitors
Over 300% Improved conversion rate on app vs desktop 85% Logged in users search regularly 21.46% Growth in app downloads Compared to previous year
Summary
A better CX that adds value keeps users hooked Design-centric 228% Improved conversion rates: boosts revenue Increases retention: lower cost to acquire Reduces engineering waste Fewer customer support requests Lowers marketing costs
We re just getting started Simplicity over complexity Offer useful mobile services as often as possible A beautiful, intuitive UX saves a lot of money
We re on the right track
Design-centric 228% Thank you Average