Brightline Website
Creating a world-class experience for the most important private train railroad in the USA.
The problem
Between 2022 and 2023, Brightline trains partnered with TELUS Digital (formely Willowtree) to redesign their entire Web and Mobile digital experiences. The company mostly needed to modernize its digital experiences to match the luxury of its physical train rides. Fragmented systems and data silos were constraining marketing efforts and creating an inconsistent, frustrating experience for passengers — they needed dependable, scalable digital solutions.
The process
Brightline partnered with TELUS Digital to deliver a reimagined website, native apps, kiosks and a digital marketing engine. I was directly responsible for Website journeys, most notably the checkout and trip management process, which are sensible, key steps of the purchasing flows. During the design process, our work was based on three key aspects:
- Results-driven approach: during the entire design process, the strategy was entirely based on the Business and UX metrics that were set as key results from the very beginning. During all internal and stakeholder reviews, we always confronted designs with the expected results, elaborating how to potencialize the design approach to match the results.
- Craft consistency and collaboration: as we designed multiple journeys for multiple platforms, it was very important to maintain the consistency throughout all interfaces, like mobile app, website and kiosk experience. The team relied on detailed documentation, atomic-model Design System and multiple ceremonies to maintain the design team aligned.
- Incorporate Research and Product visions: as we had a variety of data sources, design acted as a consolidator of information, incorporating research insights, product guidelines and business objectives into a seamless experience.
The results
The project was a huge success, and upon its launch, it achieved the following main results:
- 70% of Reduction in time to book in-app
- 34% of Increase in app downloads
- 618% Increase in unbranded organic traffic
Also, by using Adobe Experience Cloud, with its Real-Time CDP, to unify customer data and experiences across channels, TELUS Digital helped Brightline connect physical and digital touchpoints into a brand journey that delights customers, from booking to arrival.