Experience Lab is part of Serco Group plc.
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Transport better designed for everyone
Rail services are key to local and national plans for sustainable growth. Following years of innovation and growth, rail travel now faces both more uncertainty and higher passenger expectations.
There are fewer rail passengers following the COVID-19 pandemic, and their journey patterns are less predictable. Cost of living pressures have made passengers more price-sensitive, but they expect journeys to be increasingly punctual, hygienic, accessible, sustainable, and digitally connected from booking tickets through to last mile travel.
No operator can afford every upgrade, so to bring back passengers and unlock growth opportunities, operators need to understand, target, and test what matters most to their current and target customer groups.
Passenger journeys begin before they step on board. It starts when they make a decision to travel; a decision that sets in motion a series of events the impact how they experience their journey. We can help you to deliver a high quality end-to-end passenger experience by transforming every physical and digital touchpoint that a passenger has with your service.
The station frames the beginning and end of passengers’ journeys. With expertise in designing physical environments and in providing exceptional facilities management, we can help you to create the spaces and services that will delight your customers.
The core of any rail service is the journey itself. We can help you to explore different passenger experiences through interviews and diaries of customers’ experience. With expertise in physical design and user testing, we can help you to imagine and refine new services that will decrease pain points and increase moments of delight through the journey.
Even the perfect rail journey must be completed with integrations into final mile transport. This final step has a disproportionate effect on people’s assessment of an experience. By understanding and improving both the hard (infrastructure and services) and soft (information and signposting) elements of the final mile you can ensure that their assessment is a positive one.
Any service depends on the people who provide it. With experience in gathering workplace insights and building new ways of working, we can help you to engage with and get the best out of your most important resource.
We offer a range of qualitative and quantitative research expertise and can be flexible to meet your specific project needs.
We have more than 20 years’ experience in delivering PX for our rail clients. With a clear service offering, supported by a 40-strong team of researchers, designers, and UXers, we can help you better understand your how to deliver seamless PX experience for all types of passengers.
This is more than being able to plan, pivot, or pause. Agile methodology is used across the UK Government and is a guiding set of principles that will enable you to fail forward in small, incremental steps from alpha testing, through to live roll out of products and services.
We work with clients for years to develop their PX. Whether we ‘walk behind’ (to support), ‘walk alongside’ (working with) or ‘walk in front of’ (leading), we adopt the necessary position to support your organisation’s journey into future proofing your PX.
UK
Crowne House, 56-58 Southwark Street
London SE1 1UN
Australia
Level 14, 535 Bourke Street Melbourne Vic 3000
Middle East
Rolex Tower, Sheikh Zayed Rd, E11, Dubai
Middle East
8793 Riyadh Front, Unit S7, King Khalid Int. Airport District, Riyadh, 13413-3718, KSA
Experience Lab is part of Serco Group plc.