South West Trains

The digital booking and buying system was too complex and confusing, causing customers to turn their backs on the website and call the helpline instead. Given that Stagecoach operates one of the busiest networks in UK with more than 230 million journeys every year, it was time for an overhaul.

When trying to buy a train ticket online, a passenger is usually confronted with a frustrating experience, and no certainty that their ticket offers the best value. Our challenge was a single-minded one: make buying a ticket for a train journey simple and intuitive while delivering genuine price transparency.

It was Zone’s task to bring this system directly to the customers. With a 40-strong multi-disciplinary agile team we defined and built an entirely new customer journey in collaboration with SWT’s own teams, integrating it with their multiple back-end systems and rolling it out to market.

The final output was a customer-centric, multi-platform solution. A single easy-to-use interface through which customers could buy the cheapest tickets, easily access travel information and plan their journeys. Like going to a ticket office, but on the internet.