American High Speed Rail
A New Way to Travel
Timeline
6 weeks
Oct - Dec 2024
Role
UX Design
Service Design
Interaction Design
Tools
Figma
Adobe Photoshop
Premier Pro
Illustrator
Team
Chloe Porter
Sam Lesser
Overview
Starline is a reinvention of the American transportation system to be accessible, reliable, and widely embraced as the preferred method of long-distance travel, integrating seamlessly with existing transit.
Why was it done?
In many parts of America, the opportunities offered by public transit are limiting and go unused. Our team’s research discovered psychological and geographic reasons that many travelers value cars, and make it difficult to adopt effective public transit in the US.
Redesign Outcomes
Digital tools
Mobile app, user flows, UI system, prototypes
Physical touchpoints
Station wayfinding, route and transit map, onboard navigational cues
Service design
User journeys, train car signage and cabin design
Environmental impact
Reduced emissions, more accessible travel, and a more connected America.
Gallery
Making transportation more effective with simple systems shifts
We designed Starline to unify disconnected parts of travel into one understandable system. A single app handles trip planning and ticketing, navigation and connection between different modes of local transportation. Information follows the user throughout their journey, including their transit cards, accessibility needs, and personal preferences.
Discovery
Why don't people use public transit?
The US is a large, separated country with limited and unreliable travel options. We aimed to provide a fast transit solution to connect major US cities efficiently, reducing the need for unsustainable air and private vehicle travel.
Current American public transit is unreliable ▼
Limited routes and infrequent services make current options almost impossible to use
Americans would use improved public transit ▲
67% of Americans reported being likely to use high-speed trains if they were available today
Poor infrastructure forces car use and congestion ▼
Mostly everything is built around highways, deprioritizing transit and forcing car ownership
Improved transit would increase accessibility ▲
Individuals who cannot drive or afford personal vehicles would benefit from accessible transit
User Journeys
Driving just feels like the most straightforward option
It's what people are familiar with, and the default method of transportation when people are simply ready to go.
Goals and Identity
Starline is a cultural shift to make public transportation as seamless as driving
Speed
Starline utilizes maglev technology for a frictionless and fast experience, and detaching passenger transfer cars for a non-stop journey.
Accessibility
Starline supports individual needs and preferences of
passengers. By linking other transit accounts, passengers can book their entire trip in one place.
Sustainability
Starline is a efficient and clean mode of transportation
capable of moving hundreds of passengers at once
with minimal CO2 emissions.
Reliability
Starline runs frequently and consistently, allowing passengers peace of mind. Line schedules are the same every day. Research shows the more trains are available, the more they will be used.
The Starline App
Simple, streamlined journey planning and ticketing
Function first
A lot of time was spent at whiteboards, brainstorming in the early stages to map out the task flow and use cases for the Starline app. By getting the function and heavy thinking laid out first, it was easy to catch problems early on and reroute before designing the interface.
Market research
We looked at and used other transit apps to understand the functions and features that users were already familiar with. We wanted to follow established patterns, but remove any pain points.
Iteration and collaboration
By working in Figma, we were able to collaborate throughout the process with constant feedback and iteration. This helped us stay on-track and on the same page. A majority of our communication was through comments in Figma, which helped us to offer specific feedback, and openly brainstorm new ideas.
Mid-Fidelity Wireflows
Setting up an integrated account
We used these early wireframes to visually represent the features of an onboarding flow that make Starline different. In this case, the connections between types of transit, and journey-wide preferences.
Searching for and booking a trip
These screens were used to help visualize the placement of elements in combination with function, and work Starline's unique features and system into a familiar booking app.
Design 1/4
Multi-Modal Transit Support
The Starline App is connected to all transit accounts available in the country, in one place. Users can enter a starting address and where they want to go and let Starline do the rest. Starline tickets are valid throughout every leg of a journey, including transfers to other transit systems, so whether users hop on a bus or transfer to an Amtrak, Starline gets them where they need to be.
Design 2/4
The Perfect Route
Travelers have the opportunity to view the step-by-step for each of their options before booking, to make sure that their trip aligns with their needs, beginning to end.
Stay in the Loop Throughout the Trip
Once en-route, the “My Trip” tab provides access to the Starline ticket, a place to view the current trip status, and a notification for when to disembark and where to go next.
Design 3/4
Flexible Seating Options
All Starline trains are equipped with four seating options to suit a variety of passenger needs. Whether travelers want to reach their destination with budget-friendly main seating, kick back in comfy seating, focus on work in spacious and quiet workspaces, or catch some shut-eye in a private suite, Starline has it covered.
Design 4/4
One Ticket for Everywhere Someone May Go
Starline can get you anywhere through our system of rails and other connected transit. No need to worry about scheduling several tickets yourself, just book through Starline and our tickets will scan you into every part of your trip. Multi-modal transit has never been easier.
Reflections
Key Learnings
Service design shapes the digital product
Starline taught me that interfaces need to map to the big-picture experience, and support the greater service design. By mapping the entire travel experience first, we implemented key steps of the journey to the mobile app where is was the most supportive and effective tool.
Designing to be preferred
Starline taught me that even if a product improves user's lives, real people have to want to use it in the first place. Our preliminary research showed that many people choose cars, even if they might prefer public transit, because driving is so familiar and easy to manage. Addressing behavior challenged me to think beyond individual touchpoints to design a complete ecosystem.
Looking to read more?
View the complete proposal booklet here.
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