A collection of Reinventing the concept of a Train Booking System with AI, responsive website and a rebrand for unified experience across user segments for Thalys, a leading high-speed train in Europe.

A collection of Reinventing the concept of a Train Booking System with AI, responsive website and a rebrand for unified experience across user segments for Thalys, a leading high-speed train in Europe.

A collection of A collection of Reinventing the concept of a Train Booking System with AI, responsive website and a rebrand for unified experience across user segments for Thalys, a leading high-speed train in Europe.

A collection of Reinventing the concept of a Train Booking System with AI, responsive website and a rebrand for unified experience across user segments for Thalys, a leading high-speed train in Europe.

A collection of Reinventing the concept of a Train Booking System with AI, responsive website and a rebrand for unified experience across user segments for Thalys, a leading high-speed train in Europe.

Goals

Goals

Goals

Goals

Goals

Thalys has pioneered train travel for decades and the old system was leading to poor retention, the goal is to create a solution for travellers to quick and efficiently book train tickets.

Thalys has pioneered train travel for decades and the old system was leading to poor retention, the goal is to create a solution for travellers to quick and efficiently book train tickets.

Thalys has pioneered train travel for decades and the old system was leading to poor retention, the goal is to create a solution for travellers to quick and efficiently book train tickets.

Thalys has pioneered train travel for decades and the old system was leading to poor retention, the goal is to create a solution for travellers to quick and efficiently book train tickets.

Thalys has pioneered train travel for decades and the old system was leading to poor retention, the goal is to create a solution for travellers to quick and efficiently book train tickets.

The initial scope was a basic Booking System to assist a sister agency lacking resources to answer the goals for the client. My research unveiled a need for a more substantial solution.

The initial scope was a basic Booking System to assist a sister agency lacking resources to answer the goals for the client. My research unveiled a need for a more substantial solution.

The initial scope was a basic Booking System to assist a sister agency lacking resources to answer the goals for the client. My research unveiled a need for a more substantial solution.

The initial scope was a basic Booking System to assist a sister agency lacking resources to answer the goals for the client. My research unveiled a need for a more substantial solution.

Designing logos for me has always been a journey to visually represent patterns hidden in the brand’s values. This exploration led me to frequencies, the challenge was visualising sound in a logo.

I was the sole designer for this project, tasked with solving the client’s problems with and end-to-end solution which lead to the reinvention of the concept of a booking system with AI. I liaised with the head of UX and Head of Design for crucial decisions.

I was the sole designer for this project, tasked with solving the client’s problems with and end-to-end solution which lead to the reinvention of the concept of a booking system with AI. I liaised with the head of UX and Head of Design for crucial decisions.

I was the sole designer for this project, tasked with solving the client’s problems with and end-to-end solution which lead to the reinvention of the concept of a booking system with AI. I liaised with the head of UX and Head of Design for crucial decisions./span>

I was the sole designer for this project, tasked with solving the client’s problems with and end-to-end solution which lead to the reinvention of the concept of a booking system with AI. I liaised with the head of UX and Head of Design for crucial decisions.

I was the sole designer for this project, tasked with solving the client’s problems with and end-to-end solution which lead to the reinvention of the concept of a booking system with AI. I liaised with the head of UX and Head of Design for crucial decisions.

Deliver a responsive train Booking System for desktop and mobile, Introduced AI system with decision trees for personalisation and recommendations, supplemented with a responsive website, along with a rebrand for unified experience across user segments.

Deliver a responsive train Booking System for desktop and mobile, Introduced AI system with decision trees for personalisation and recommendations, supplemented with a responsive website, along with a rebrand for unified experience across user segments.

Deliver a responsive train Booking System for desktop and mobile, Introduced AI system with decision trees for personalisation and recommendations, supplemented with a responsive website, along with a rebrand for unified experience across user segments.

Deliver a responsive train Booking System for desktop and mobile, Introduced AI system with decision trees for personalisation and recommendations, supplemented with a responsive website, along with a rebrand for unified experience across user segments.

Deliver a responsive train Booking System for desktop and mobile, Introduced AI system with decision trees for personalisation and recommendations, supplemented with a responsive website, along with a rebrand for unified experience across user segments.

The new system not only solved retention but also loading speeds, research indicated that the unified view for premium users encouraged more frequent use of their miles.Despite limited resources on our side, the project exceeded client expectations.

The new system not only solved retention but also loading speeds, research indicated that the unified view for premium users encouraged more frequent use of their miles.Despite limited resources on our side, the project exceeded client expectations.

The new system not only solved retention but also loading speeds, research indicated that the unified view for premium users encouraged more frequent use of their miles.Despite limited resources on our side, the project exceeded client expectations.

The new system not only solved retention but also loading speeds, research indicated that the unified view for premium users encouraged more frequent use of their miles.Despite limited resources on our side, the project exceeded client expectations.

The new system not only solved retention but also loading speeds, research indicated that the unified view for premium users encouraged more frequent use of their miles.Despite limited resources on our side, the project exceeded client expectations.

- Ideation & Solution Hunting
- UX & UI Design
- Prototyping Lo-fi, Hi-fi
- User Interaction
- Branding
- Pitch deck and demo

- Ideation & Solution Hunting
- UX & UI Design
- Prototyping Lo-fi, Hi-fi
- User Interaction
- Branding
- Pitch deck and demo

- Ideation & Solution Hunting
- UX & UI Design
- Prototyping Lo-fi, Hi-fi
- User Interaction
- Branding
- Pitch deck and demo

- Ideation & Solution Hunting
- UX & UI Design
- Prototyping Lo-fi, Hi-fi
- User Interaction
- Branding
- Pitch deck and demo

- Ideation & Solution Hunting
- UX & UI Design
- Prototyping Lo-fi, Hi-fi
- User Interaction
- Branding
- Pitch deck and demo

Thalys is a 27-year-old French-Belgian high-speed rail operator connecting Paris, Brussels, Amsterdam and other major European cities. They partner with Eurostar for direct trains from Paris and Brussels to London

Thalys is a 27-year-old French-Belgian high-speed rail operator connecting Paris, Brussels, Amsterdam and other major European cities. They partner with Eurostar for direct trains from Paris and Brussels to London

Thalys is a 27-year-old French-Belgian high-speed rail operator connecting Paris, Brussels, Amsterdam and other major European cities. They partner with Eurostar for direct trains from Paris and Brussels to London

Thalys is a 27-year-old French-Belgian high-speed rail operator connecting Paris, Brussels, Amsterdam and other major European cities. They partner with Eurostar for direct trains from Paris and Brussels to London

Thalys is a 27-year-old French-Belgian high-speed rail operator connecting Paris, Brussels, Amsterdam and other major European cities. They partner with Eurostar for direct trains from Paris and Brussels to London.

01 DISCOVER

01 DISCOVER

01 DISCOVER

01 DISCOVER

01 DISCOVER

Insights

Insights

Insights

Insights

Insights

After auditing Thalys' website, industry best practices and competition I concluded that the low conversion rate was not necessarily coming from the Booking Experience.

After auditing Thalys' website, industry best practices and competition I concluded that the low conversion rate was not necessarily coming from the Booking Experience.

After auditing Thalys' website, industry best practices and competition I concluded that the low conversion rate was not necessarily coming from the Booking Experience.

After auditing Thalys' website, industry best practices and competition I concluded that the low conversion rate was not necessarily coming from the Booking Experience.

After auditing Thalys' website, industry best practices and competition I concluded that the low conversion rate was not necessarily coming from the Booking Experience.

01. Slow Website & Booking

01. Slow Website & Booking

01. Slow Website & Booking

01. Slow Website & Booking Experience

01. Slow Website & Booking Experience

Slow loading times

Slow loading times

Slow loading times

02. Poor usability & design

02. Poor usability & design

02. Poor usability & design

02. Not responsive, too busy, no clear CTA

02. Not responsive, too busy, no clear CTA

No responsive design, no clear CTA, clunky mobile experience and busy design

No responsive design, no clear CTA, clunky mobile experience and busy design

No responsive design, no clear CTA, clunky mobile experience and busy design

03. Missed opportunities

03. Missed opportunities

03. Missed opportunities

03. Users can't see better rates prior booking

03. Users can't see better rates prior booking

Users can’t see potential rates prior booking

Users can’t see potential rates prior booking

Users can’t see potential rates prior booking

04. Missing target audience

04. Missing target audience

04. Missing target audience

04. Poor loading speed on mobile frustrates travellers

04. Poor loading speed on mobile frustrates travellers

Slow loading and poor mobile experience affects the main customer: travellers

Slow loading and poor mobile experience affects the main customer: travellers

Slow loading and poor mobile experience affects the main customer: travellers

05. External login for Members

05. External login for Members

05. External login for Members

05. External login for Loyalty Members

05. External login for Loyalty Members

Loyalty card members must log into a separate website to see and book with their miles

Loyalty card members must log into a separate website to see and book with their miles

Loyalty card members must log into a separate website to see and book with their miles

06. Not on Brand

06. Not on Brand

06. Not on Brand

06. Existing Regular and Premium Branda is not distinguishable

06. Existing Regular and Premium Branda is not distinguishable

Thalys has one identity for regular and another for premium. None is communicating speed, reliability, or comfort

Thalys has one identity for regular and another for premium. None is communicating speed, reliability, or comfort

Thalys has one identity for regular and another for premium. None is communicating speed, reliability, or comfort

Personas

Personas

Personas

Personas

Personas

Based on demographics and user reviews, I've created two archetypical personas: the leisure traveler and the business-savvy TheCard Member, unlocking miles and perks.

Based on demographics and user reviews, I've created two archetypical personas: the leisure traveler and the business-savvy TheCard Member, unlocking miles and perks.

Based on demographics and user reviews, I've created two archetypical personas: the leisure traveler and the business-savvy TheCard Member, unlocking miles and perks.

Based on demographics and user reviews, I've created two archetypical personas: the leisure traveler and the business-savvy TheCard Member, unlocking miles and perks.

Based on demographics and user reviews, I've created two archetypical personas: the leisure traveler and the business-savvy TheCard Member, unlocking miles and perks.

02 DEFINE

02 DEFINE

02 DEFINE

02 DEFINE / DELIVERABLES

02 DEFINE / DELIVERABLES

DELIVERABLES

DELIVERABLES

DELIVERABLES

New Objectives

New Objectives

New Objectives

New Objectives

New Objectives

To tackle low conversion rates, the research concluded that a Booking System alone wouldn't suffice. I expanded the approach by adding extra deliverables beyond the initial scope.

To tackle low conversion rates, the research concluded that a Booking System alone wouldn't suffice. I expanded the approach by adding extra deliverables beyond the initial scope.

To tackle low conversion rates, the research concluded that a Booking System alone wouldn't suffice. I expanded the approach by adding extra deliverables beyond the initial scope.

To tackle low conversion rates, the research concluded that a Booking System alone wouldn't suffice. I expanded the approach by adding extra deliverables beyond the initial scope.

To tackle low conversion rates, the research concluded that a Booking System alone wouldn't suffice. I expanded the approach by adding extra deliverables beyond the initial scope.

Membership Area

Membership Area

Membership Area

Membership Area

Membership Area

Provide easy access to benefits, loyalty program, offers, miles and recommendations without leaving the main Thalys page.

Provide easy access to benefits, loyalty program, offers, miles and recommendations without leaving the main Thalys page.

Provide easy access to benefits, loyalty program, offers, miles and recommendations without leaving the main Thalys page.

Provide easy access to benefits, loyalty program, offers, miles and recommendations without leaving the main Thalys page.

Provide easy access to benefits, loyalty program, offers, miles and recommendations without leaving the main Thalys page.

Improve User Experience

Improve User Experience

Improve User Experience

Improve User Experience

Improve User Experience

Introduce responsive design on the main website and membership across devices, improve page load times,

Introduce responsive design on the main website and membership across devices, improve page load times,

Introduce responsive design on the main website and membership across devices, improve page load times,

Introduce responsive design on the main website and membership across devices, improve page load times,

Introduce responsive design on the main website and membership across devices, improve page load times,

Honour the Brand Identity

Honour the Brand Identity

Honour the Brand Identity

Honour the Brand Identity

Honour the Brand Identity

Communicate visually and with UX Speed, Reliability and Comfort. Honour the difference between Thalys and Thalys TheCard branding.

Communicate visually and with UX Speed, Reliability and Comfort. Honour the difference between Thalys and Thalys TheCard branding.

Communicate visually and with UX Speed, Reliability and Comfort. Honour the difference between Thalys and Thalys TheCard branding.

Communicate visually and with UX Speed, Reliability and Comfort. Honour the difference between Thalys and Thalys TheCard branding.

Communicate visually and with UX Speed, Reliability and Comfort. Honour the difference between Thalys and Thalys TheCard branding.

While evaluating insights and brainstorming, I recalled some some AI algorithms I had learned during my university days, if some of them were paired with a user-friendly interface, it solve the user and our client needs.

While evaluating insights and brainstorming, I recalled some some AI algorithms I had learned during my university days, if some of them were paired with a user-friendly interface, it solve the user and our client needs.

While evaluating insights and brainstorming, I recalled some some AI algorithms I had learned during my university days, if some of them were paired with a user-friendly interface, it solve the user and our client needs.

While evaluating insights and brainstorming, I recalled some some AI algorithms I had learned during my university days, if some of them were paired with a user-friendly interface, it solve the user and our client needs.

While evaluating insights and brainstorming, I recalled some some AI algorithms I had learned during my university days, if some of them were paired with a user-friendly interface, it solve the user and our client needs.

Users can’t see their previous selections when transitioning to the next screen due to poor UX. The solution is to display the selected options in a sticky top bar throughout the booking process and use them to anchor to the respective step.

Users can’t see their previous selections when transitioning to the next screen due to poor UX. The solution is to display the selected options in a sticky top bar throughout the booking process and use them to anchor to the respective step.

Users can’t see their previous selections when transitioning to the next screen due to poor UX. The solution is to display the selected options in a sticky top bar throughout the booking process and use them to anchor to the respective step.

Users can’t see their previous selections when transitioning to the next screen due to poor UX. The solution is to display the selected options in a sticky top bar throughout the booking process and use them to anchor to the respective step.

Users can’t see their previous selections when transitioning to the next screen due to poor UX. The solution is to display the selected options in a sticky top bar throughout the booking process and use them to anchor to the respective step.

Users discover better fares too late in the process, and slow loading times deter them from revising choices. Introducing an AI assistant with decision trees can guide, suggest, upsell, and inform users. Employing progressive disclosure enhances loading speeds while displaying necessary information.

Users discover better fares too late in the process, and slow loading times deter them from revising choices. Introducing an AI assistant with decision trees can guide, suggest, upsell, and inform users. Employing progressive disclosure enhances loading speeds while displaying necessary information.

Users discover better fares too late in the process, and slow loading times deter them from revising choices. Introducing an AI assistant with decision trees can guide, suggest, upsell, and inform users. Employing progressive disclosure enhances loading speeds while displaying necessary information.

Users discover better fares too late in the process, and slow loading times deter them from revising choices. Introducing an AI assistant with decision trees can guide, suggest, upsell, and inform users. Employing progressive disclosure enhances loading speeds while displaying necessary information.

Users discover better fares too late in the process, and slow loading times deter them from revising choices. Introducing an AI assistant with decision trees can guide, suggest, upsell, and inform users. Employing progressive disclosure enhances loading speeds while displaying necessary information.

Drag the module to see before/after

Drag the module to see before/after

Drag the module to see before/after

Drag the module to see before/after

Drag the module to see before/after

UI/UX

DELIVERABLES

DELIVERABLES

DELIVERABLES

DELIVERABLES

User Flow & Wireframes

User Flow & Wireframes

User Flow & Wireframes

User Flow & Wireframes

User Flow & Wireframes

During the research, I held animation ideas to showcase the features. I used lo-fi wireframes to design animation concepts and the user flow to establish the required screens. As a one-person team, I could bypass certain processes.

During the research, I held animation ideas to showcase the features. I used lo-fi wireframes to design animation concepts and the user flow to establish the required screens. As a one-person team, I could bypass certain processes.

During the research, I held animation ideas to showcase the features. I used lo-fi wireframes to design animation concepts and the user flow to establish the required screens. As a one-person team, I could bypass certain processes.

During the research, I held animation ideas to showcase the features. I used lo-fi wireframes to design animation concepts and the user flow to establish the required screens. As a one-person team, I could bypass certain processes.

During the research, I held animation ideas to showcase the features. I used lo-fi wireframes to design animation concepts and the user flow to establish the required screens. As a one-person team, I could bypass certain processes.

User Flow - Booking System

User Flow - Booking System

User Flow - Booking System

User Flow - Booking System

User Flow - Booking System

Easy to change options

Easy to change options

Easy to change options

Easy to change options

Easy to change options

Clicking on an option anchors the screen to corresponding step, delivering a seamless and intuitive navigation experience.

Clicking on an option anchors the screen to corresponding step, delivering a seamless and intuitive navigation experience.

Clicking on an option anchors the screen to corresponding step, delivering a seamless and intuitive navigation experience.

Clicking on an option anchors the screen to corresponding step, delivering a seamless and intuitive navigation experience.

Clicking on an option anchors the screen to corresponding step, delivering a seamless and intuitive navigation experience.

Price Breakdown

Price Breakdown

Price Breakdown

Price Breakdown

Price Breakdown

See the total price of the selected choices is always visible, clicking on it will show the price details

See the total price of the selected choices is always visible, clicking on it will show the price details

See the total price of the selected choices is always visible, clicking on it will show the price details

See the total price of the selected choices is always visible, clicking on it will show the price details

See the total price of the selected choices is always visible, clicking on it will show the price details

Transparency

Transparency

Transparency

Transparency

Transparency

“Always on” information helps users feel more comfortable in their choices

“Always on” information helps users feel more comfortable in their choices

“Always on” information helps users feel more comfortable in their choices

“Always on” information helps users feel more comfortable in their choices

“Always on” information helps users feel more comfortable in their choices

The AI-powered module analyses selected options intelligently, dynamically guiding users towards better choices, it uses progressive disclosure to improve loading speeds

The AI-powered module analyses selected options intelligently, dynamically guiding users towards better choices, it uses progressive disclosure to improve loading speeds

The AI-powered module analyses selected options intelligently, dynamically guiding users towards better choices, it uses progressive disclosure to improve loading speeds

The AI-powered module analyses selected options intelligently, dynamically guiding users towards better choices, it uses progressive disclosure to improve loading speeds

The AI-powered module analyses selected options intelligently, dynamically guiding users towards better choices, it uses progressive disclosure to improve loading speeds

Urgency

Urgency

Urgency

Urgency

Urgency

Create a sense of urgency while raising relevant information on the selected trip.

Create a sense of urgency while raising relevant information on the selected trip.

Create a sense of urgency while raising relevant information on the selected trip.

Create a sense of urgency while raising relevant information on the selected trip.

Create a sense of urgency while raising relevant information on the selected trip.

Cross sales

Cross sales

Cross sales

Cross sales

Cross sales

Maximise sales with targeted discounts, products and services.

Maximise sales with targeted discounts, products and services.

Maximise sales with targeted discounts, products and services.

Maximise sales with targeted discounts, products and services.

Maximise sales with targeted discounts, products and services.

Track rewards

Track rewards

Track rewards

Track rewards

Track rewards

Show user how many miles they earned on their trip and if they are legible to spend existing miles.

Show user how many miles they earned on their trip and if they are legible to spend existing miles.

Show user how many miles they earned on their trip and if they are legible to spend existing miles.

Show user how many miles they earned on their trip and if they are legible to spend existing miles.

Show user how many miles they earned on their trip and if they are legible to spend existing miles.

Inform

Inform

Inform

Inform

Inform

Let user know relevant journey information based on selected choices.

Let user know relevant journey information based on selected choices.

Let user know relevant journey information based on selected choices.

Let user know relevant journey information based on selected choices.

Let user know relevant journey information based on selected choices.

LANGUAGE FEATURE

LANGUAGE FEATURE

LANGUAGE FEATURE

FEATURE

FEATURE

04 IMPLEMENT

02 DEFINE

02 DEFINE

02 DEFINE / DELIVERABLES

02 DEFINE / DELIVERABLES

UI/UX

DELIVERABLES

DELIVERABLES

Two

Two

Two

Two

Two

Brands

Brands

Brands

Brands

Brands

04.B IMPLEMENT UI

04.B IMPLEMENT UI

04.B IMPLEMENT UI

04.B IMPLEMENT UI

04.B IMPLEMENT UI - THECARD WEBSITE - MOBILE

THECARD WEBSITE - MOBILE

THECARD WEBSITE - MOBILE

THECARD WEBSITE - MOBILE

THECARD WEBSITE - MOBILE

THECARD

THECARD

THECARD

THECARD

THECARD

Switch Branding

Switch Branding

Switch Branding

Switch Branding

Switch Branding

A captivating re-brand awaits premium users upon logging in, immersing them in an elevated experience.

A captivating re-brand awaits premium users upon logging in, immersing them in an elevated experience.

A captivating re-brand awaits premium users upon logging in, immersing them in an elevated experience.

A captivating re-brand awaits premium users upon logging in, immersing them in an elevated experience.

A captivating re-brand awaits premium users upon logging in, immersing them in an elevated experience.

THECARD

THECARD

THECARD

THECARD

THECARD

Access TheCard

Access TheCard

Access TheCard

Access TheCard

Access TheCard

Unlock TheCard's loyalty area, benefits, and miles directly from the main website. No more external logins for premium users.

Unlock TheCard's loyalty area, benefits, and miles directly from the main website. No more external logins for premium users.

Unlock TheCard's loyalty area, benefits, and miles directly from the main website. No more external logins for premium users.

Unlock TheCard's loyalty area, benefits, and miles directly from the main website. No more external logins for premium users.

Unlock TheCard's loyalty area, benefits, and miles directly from the main website. No more external logins for premium users.

04.B IMPLEMENT UI

04.B IMPLEMENT UI

04.B IMPLEMENT UI

04.B IMPLEMENT UI

04.B IMPLEMENT UI / THE CARD WEBSITE - DESKTOP

THECARD WEBSITE - MOBILE

THECARD WEBSITE - MOBILE

THECARD WEBSITE - MOBILE

THECARD WEBSITE - MOBILE

04.B IMPLEMENT UI

04.B IMPLEMENT UI

04.B IMPLEMENT UI

04.B IMPLEMENT UI

04.B IMPLEMENT UI

THECARD - IDENTITY

THECARD - IDENTITY

THECARD - IDENTITY

THECARD - IDENTITY

THECARD - IDENTITY

05 FINE TUNE

05 FINE TUNE

05 FINE TUNE

05 FINE TUNE / UI KIT

05 FINE TUNE / UI KIT

UI KIT

UI KIT

UI KIT

The end.

The end.

The end.

The end.

The end.

SuperRare

SuperRare

SuperRare

SuperRare

SuperRare

LAST UPDATE

LAST UPDATE

LAST UPDATE

LOCAL TIME

LAST UPDATE

Marcia Gaudencio © 2024

Marcia Gaudencio © 2024

Marcia Gaudencio © 2024

Marcia Gaudencio © 2024

Marcia Gaudencio © 2024

Email me

Email

Email

Email

Email

Linkedin

Linkedin

Linkedin

Linkedin

Linkedin

Jan, 2024

Jan, 2024

Jan, 2024

Jan, 2024

Jan, 2024

Marcia Gaudencio © 2024

Marcia Gaudencio © 2024

Marcia Gaudencio © 2024

Marcia Gaudencio © 2024.

Marcia Gaudencio © 2024