The way that we book travel is broken

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Right now, airlines, rail and other transport providers have an enormous opportunity to embark on more meaningful relationships with their customers through smarter use of data and better digital experiences. This requires a shift in their thinking from technology-led to an approach that is customer-centric and design-led. It means changing their priorities from short-term profit and conversion to fostering loyalty and long-term customer value.

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Design for a two speed world

Part 2 in an occasional series about how digital products and services can learn from real world experiences

As designers and makers we all aspire to be able to grow and improve the things we create. Either because it’s part of the plan (a minimum viable product launch), or because since release you’ve discovered new user behaviours or requirements that need to be rolled in. Or it may be because technology and standards have changed around you. Unleashing a new release is what agilistas live for. But what happens if you can’t? What happens if you can’t improve upon your original product and make a second release?
 
This could be for any number of reasons – changing priorities, budgets drying up, teams moving on or the project’s sponsors having a ‘that’ll do’ attitude. Or maybe the world has shifted, and you’re stuck with a design, product or technology platform that simply can’t be updated easily without massive investment.
 
Ticket machine interface
 
A good example of this are the self-service ticket machines at railway stations. It’s difficult to imagine a more heinous crime against user experience than the machines across the National Express network. Instead of speeding up or simplifying the ticket buying process, they add complexity and hassle – what should be easy is made into a soul-destroying moment.
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Design to inspire confidence

Part 1 in an occasional series about how digital products and services can learn from real world experiences.

What happens when a new service replaces one that you’re familiar with? A service that you’ve used for as long as you can remember, infrequently but at times of high emotion and potential stress?
 
The new service is intended to be better – speeding up a process by being available anywhere from the palm of your hand. It has the potential to make a moment in life easier, but is the transition from old to new easy or a moment of strife?
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