Trenord app redesign
Bringing carnet purchases and season pass renewals into the app
Company
Mia-Platform for Trenord
Role
Product Designer
Team
Product Owner
iOS Developer
Android Developer
Copywriter
UI Designer
Tools
Mural
Abstract
Sketch
Google Sheets
Userberry
Client overview
Trenord is one of the largest regional rail operators in Europe. Every day it runs more than 2,170 trains, serving Lombardy, seven provinces and Milan Malpensa International Airport.
Context
Trenord chooses Mia-Platform as technology partner to build its app
Mia-Platform’s goal was to create a single digital platform for Trenord, able to aggregate scheduled and real-time train running data and make it available to app users.
Once the platform was built, Mia-Platform integrated new services up to the production release of the platform and of the two native apps for iOS and Android.
As product designer I designed the two native apps and followed the project for about 4 months, from the product strategy behind the features to analytics mapping and measurement.
Experience
Bringing ticket purchases and pass renewals together with a system of reusable components
To guide the redesign, the Trenord team, supported by Mia-Platform, gathered commuters’ points of view through targeted interviews and surveys with more than 2,000 responses. User requests fell into four needs:
- Accessing previously purchased tickets
- Buying and using a carnet
- Renewing a monthly or annual pass
- Paying with methods other than a credit card
The Trenord app redesign was therefore guided by listening to users, turning their needs into concrete features:
- Redesign of the ticket purchase panel
- Carnet integration
- Pass renewals
- New payment methods and a rethought checkout flow
Starting from these features, we defined the activities needed to reach the goal set by Trenord.
“The app redesign was guided by listening to users”
Process and activities
Phase 01
Strategy
Discovery
Qualitative interviews (with the PO)
Social listening (with the PO)
Co-design workshops
Analysis
Academic papers (with the PO)
Task definition per persona
Google Analytics analysis (with the marketer)
Phase 02
Design
Definition
User personas
Customer journey (with the PO)
Opportunity mapping
Drawing
Content strategy (with the copywriter)
Wireframing
Atomic components
Phase 03
Feedback
Prototyping
Mobile prototype
Field interviews
Guerrilla testing (with the PO)
Testing
Private beta blueprint (with the PO)
Analytics tagging and monitoring
A/B test setup (with the marketer)
Phase 04
Loop
Measurement
Analytics data review (with the marketer)
Iteration
New improvement cycles based on data
A closer look at some activities
Qualitative interviews
Customer journey
Data collected
- 10+
Interviews
- 2
Prototypes
- 90+
Components
- 4
Workshops
Some of the assets produced
Abbiamo lavorato creando un Design System che viene ancora utilizzato dopo 4 anni, prima su Sketch e ora su Figma
Trenord app redesign for iOS and Android
A new purchase experience
The digital carnet
What I learned on the project
This project let me run quick user tests with commuters in their own environment, the train stations.
Observing the real context where users move helped us understand how they used the old app and other options to quickly buy a ticket or renew their monthly pass.
I learned how much an in-house development team with vertical backend and frontend skills matters, with two dedicated developers, one iOS and one Android. Working closely together, we cut down long feedback meetings about technical feasibility.
With a dedicated PO we were able to turn Trenord’s business needs into concrete KPIs to measure and share with the client.
Project numbers
50k
Travellers
800k
Downloads
Value delivered to Trenord users
For daily commuters we created a fast purchase flow and enabled services built around their needs.
Through continuous listening we designed and built these features:
- Lombardy train timetables
- Stop details
- Purchase of standard and reduced tickets and of bike and pet supplements
We also improved the micro-experiences of these flows:
- Viewing and renewing a pass in one tap in the app
- A dedicated section for current promotions
- Push notifications for favourite trains and stations
- Push notifications for important alerts, such as strikes and service changes
Mia-Platform’s development team also built a custom CMS for Trenord that manages content for every device from a single interface. Today Trenord can run personalised marketing and send real-time alerts based on travellers’ behaviour and profile.
Project numbers
50k
Travellers
800k
Downloads
Want to work together?
Read about my experience in the CV below.
Before downloading it, I will ask you a few questions in a short form.
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