Designing a
mobile-first website to showcase the future of train travel
Role
UX designer
Year
2017
Client
NS
Context
Our mission was to create a mobile-first companion website for NS (Dutch Railways) that showcased their vision for the future of train travel during Dutch Design Week. We needed to make complex ideas simple and engaging, appealing to a wide range of visitors.
The website had to tell compelling stories about how new features would benefit users, while also encouraging them to provide feedback. Additionally, we aimed to seamlessly connect the website with the physical exhibition to create a cohesive experience that highlighted NS’s innovative approach to personalized travel.
Through UX research and stakeholder interviews, we identified three key themes that resonated with our audience. The website featured these as distinct storylines, including “Fueled by Nature,” which we designed to spotlight NS’s commitment to sustainability.
By integrating the existing design system, we ensured a smooth and intuitive experience that aligned with the brand of NS. Throughout collaborative sprints, we developed an engaging digital platform that complemented the physical exhibition, effectively communicating NS’s vision while inviting visitors to share their thoughts.
Results
Created the “Fueled by Nature” storyline to emphasise NS’s sustainability efforts
Researched, organised, and translated 20+ train improvements into user-centered stories
Delivered a fully functional mobile-first website within four weeks, enhancing both the digital and in-person exhibition experience
