Download : St.Pancras UX Report
Client : St Pancras International
Target Demographic : Millennial traveller/ Business executive/ Gen X
Platform : Mobile App
You have been commission by St Pancras International to improve the digital and physical retail experience, through innovation protocols and to enhance the user experience in retail and travel. We are more interested in the innovation, and experience design. You will need to consider how to build a reward system in your design innovation for repeat visitation.
Further considerations towards motivating and engaging your target audience will also be essential.
Create a Mobile application prototype that contains these 4 goals to design:
- Accessibility – find a disabled toilet.
- Book Eurostar
- Discover Retail
- Book a Restaurant
About St. Pancras
St Pancras International is one of the oldest train station and also one of the busiest train station in London. According to St Pancras International history, it was open in 1868, this train station is one of the wonders of Victorian engineering along with the former Midland Grand Hotel. St Pancras International is a masterpiece of Victorian Gothic architecture and the most elegant station in the world. St Pancras International was built by the Midland Railway Company (MRC), the purpose for this majestic train station is to connect London with some of England’s biggest cities.
Overview of the Industry
What is Travel Retail?
Travel retail is a term that commonly refers to sales made in travel environments where customers require proof of travel to access the commercial area, but which are subject to taxes and duties. Duty-free & travel retail generates vital revenues for national aviation, travel and tourism industries.
How can Technology effect the travel retail Industry?
Retail industry is still growing towards smart travel retailers. Smart travel retail is a way to take advantage of digitization, by offering an online service. Travelers can reach every information by just swiping and clicking with their mobile devices. In 2020 technology will have a major role in travelling . Travelers want to be more ease for booking a ticket online, no struggle to check-in, find a place to stay overnight, find a great meal or pub to hangout while travelling.
The reason travel hubs are a hot spot for retail industry.
Travelers are more prone to shop while en-route. There are reasons travelers are willing to spend time and money in travel hubs. Terminal hubs have much more open space more than malls and high streets. In terminal hubs the differentiation between the luxury brand and casual brand become vague, they exist for a different range of travelers. The other reason travelers have more free time. Waiting for departure time, delays, and transits show the advance that travelers have to walk around and shops. The holiday atmosphere also makes this a matter, because traveler tends to buy some gift for their loved ones.
Retail Industry Inside St.Pancras International
St Pancras in an international hub for travellers around Europe, especially France, Belgium, Netherland, and Germany. Base on the statistics provide from statista.com in 2018 – 2019 numbers of entries and exits travellers reach approximately 36 million people. Inside the station, St Pancras has 23 food & drink stores (restaurants, café, and pub), 36 shops, station facilities (toilets, cash machines, changing room, etc), and also ticketing for Eurostar. With that amount of travellers, stores, and facilities St Pancras International is a hotspot for retail business. But the question is, whether St Pancras International has already provided an online service that helps travellers to interact more with the retails inside the station. The answer is yes and no, yes they have a website that contains all the information, but there is no interaction between retailers and travellers. With the development of a mobile application for St Pancras will boots its performance. A traveller will be more flexible to access information and services at St Pancras.
Why mobile application is the best partner for traveler?
- Apps make traveler easy for booking.
- Apps simplify transactions.
- Apps are an attractive proportion for travelers.
- Apps give a improvement for service and communication.
Millennials travel and does business at the same time.
Millennials are even travelling more for business, about 38% of millennials travel
for work compared to just 23% of Generation X travellers and 8% of baby boomers. Millennial traveller a smartphone is the hub of planning, experience, and sharing. The millennial travellers are loyal, tech-savvy, are socials, seeking adventure and experimental.
Gen X have more time & financial freedom.
Most of Generation X have family, meaning that family is very much a priority, that’s why Gen X love family travel. Generation X also has the ability to relax and unwind for their travel. Not only that Gen X is an uncomplicated traveller. Xers are likely to look for help from a travel agent, nice hotels, amenities, and plan their trip further ahead.
User Empathy Map
User Flowchart Diagram
Application Functions Tasks
Accessibility : Find a disable toilet for disabilities.
The first task is for the user to be able to find facilities information at St Pancras International. But the main purpose of this task is to help disabled people to find a disabled toilet inside St Pancras. There is a different kind of disabilities, so in this app, we will build the user interface for all user. Using a big and clear user interface, the user will feel easier to interact with the app. This task will have the list of facilities, the user will choose the facility and the app will give all the information provided. In the next step, the user can choose to show the facility location with a map op the station or press a button to get any assistance. The assistance button will be the bullet point of this task to help a disabled person.
Train Ticket Booking
The second task for this app will be a booking train ticket using online service payment. St Pancras not only have Eurostar as train service. In this section, the user will able to see all the train services. They can choose in which train service they want to use. Because Eurostar is the main task, the user will be able to search for a ticket based on where they want to travel. They only need to fill up all the forms like destination, date, number of passengers, and type of trip. After they fill-up the form, the user will see the list of available tickets based on the information they fill and also they can pick a seat. Choosing the ticket will show the next screen of the summary purchase to make sure that have the right ticket. The last step is to do the payment.
Discover a retail
The third task is to provide the user information about each retail shop that St Pancras International has. When a user opens this task there will be lists of shops, if the user wants to see more about the shop there will be a screen that provides the detail. For each shop, the user can access all the items available. Users can browse and do online shopping while waiting for their train. By using this task St Pancras can also act as an e-commerce selling product online.
Book a Restaurant
The last task is a booking system for restaurants. This task will help users to book a table in a place they want to take a meal. Users will able to see all the restaurants, cafes, pubs, and fast food stores. When they already choose the restaurant, this app will give the user lists of food and drink that are provided by the restaurant. After the user is satisfied they can book a table and do the payment online.
Application Prototype Design
Live Demo : Prototype Demo