Project Overview
In collaboration with Amtrak’s user researchers and service designers, we redesigned the first-time rider journey with clearer signage, indoor navigation, and proactive app guides. The goal of this project is to reduce confusion, ease staff burden, and turn one-time travelers into repeat customers
Collaborators
Carmen Chang, Iris Yan, Shreyas Kulkarni
My Role
Developed the creative concept for enhancing first-time traveler experiences through both physical and digital touchpoints.
Conducted primary research, including observations and semi-structured interviews.
Synthesized findings into actionable insights, identifying design opportunities from both qualitative and quantitative data.
Collaborated in prototyping to bridge physical signage and digital app features
Our Goals
01
02
03
First-Time Travelers are a Critical
Lever for Retention Growth
Client goal
“Nearly 1/3 customers ride only once. If we can convert even a fraction of these one-and-done travelers into repeat riders, we’ll be well on our way to meeting to achieving the corporate goal of doubling ridership to 66 million trips within the next decade.”
— Amtrak leadership
32.8
M
Trips
In FY 2024
8
M
First time traveler
In FY 2024
1/4
of total traffic
1/3
one-and-done traveler
So...who are the first-time travelers?
15
Staff interviews
48
Traveler interviews
Amtrak Staff
“People always ask: how many more stops to my destination. Do I get down here?”
Conductors onboard
"We identify first-time travellers by observing those who appear confused or unsure as they enter the station."
Station staff
Travelers
Where is the ticket office?
Where is my boarding gate?
What are food options in this station?
Where do I check my train schedule?
Where do I find staff to talk to?
Do I need to check-in my luggage?
Do I present my ticket before boarding?
We discovered that Unfamiliarity with station navigation is the most significant shared behavior pattern.
Our target users are defined by behaviors, not by a single label.
Previous
Have they experience with Amtrak before?
Now
Are they familiar enough to feel comfortable and informed about this specific trip?
First-time travelers refer to anyone who shares a similar sense of unfamiliarity with the Amtrak experience
What barriers keep our target users from ever feeling confident in navigating Amtrak’s system?
Observations revealed moments of
unfamiliarity at key touch points at the station
Persistent anxiety led travellers to repeatedly look at their ticket.
Furrowed brows, head shaking, anxious glances: Visible signs of confusion
Uncertainty resolved only after confirmation by talking to station staff.
Difficulty figuring out how to reach the gate due to obscure placement of the maps
We explored solutions by blending teamwork, hands-on iteration, and real-world validation.
Team ideation
We brainstormed collectively, mapping opportunities and pain points to generate a wide range of potential solutions.
Fast prototyping
We quickly translated ideas into low and mid-fidelity prototypes, testing signage, navigation, and app concepts for early feedback.
Co-Design Sessions
We collaborated directly with Amtrak’s researchers and service designers to refine concepts, validate assumptions, and align solutions with real-world operations.
We mapped user pain points to Amtrak’s existing infrastructure to identify opportunities for improvement.
Solution Overview
We designed a hybrid solution that brings Amtrak’s services to travelers’ fingertips, leveraging physical and digital assets to anticipate first-time riders’ needs and support them from the moment they enter the station.
Proactive stage-based guides
Aspect 1
Indoor navigation
Aspect 2
Digital/Mobile
Updated station signage
Aspect 3
Physical/Spatial
Proactive Stage-based Guidance
Updated Station Signage
Indoor Navigation
First-Time Travelers
Clearer guidance and less confusion
Greater confidence throughout the journey
Service accessible anytime, anywhere
Seamless flow between digital and physical touchpoints
Amtrak
Reduced workload for station and onboard staff
More personalized experiences
for customers
Increased opportunities for self-service
New revenue streams and richer data insights
April 2025
We proposed a seamless, friction-free travel experience to Amtrak to build trust with first-time riders and lay the foundation for greater satisfaction and long-term retention.
July 2025
Amtrak updated its app with stage-based guidance and station map tools, validating both the relevance of our project and the rigor of our research.