Alstom asked us to conduct an in-depth passenger study to uncover pain points in the current travel experience and outline a design strategy that would respond to unmet passenger needs. We were tasked with defining an innovative approach and concept for commuter trains in Spain. Furthermore, Alstom also asked us to define the look of the trains in terms of livery, color, materials, and finishes.

We began the project by conducting in-depth research with passengers, as well as studying mobility trends and competitors. Primary research consisted of stakeholder interviews, observation, and safaris to reveal unmet needs and pain points. Using the principle of universal design, we mapped the current traveler experience and defined a new way to address the needs of different passenger profiles. In addition, through secondary research we gained a solid understanding of competitor landscape and of relevant trends in business and technology.

Through the analysis of the research results, Mormedi came up with 22 key improvement areas about the passenger journey that needed to be considered in the design of a new train. These inputs were used to create a prioritized opportunity map as well as design guidelines for the next generation of trains.