5 min read | Last updated: 29 May 2024

<aside> 🎉 What I delivered

On-site user research | UI design | Prototyping | Usability testing | Strategy sessions

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By re-designing Quick buy feature in Avanti’s ticket vending machines across UK, Avanti achieved the following,

• Customer satisfaction of 9.1/10
• System Usability Scale 84/100
• Quick Buy feature is approximately 8.3% better in usability compared to the All Destination Search
• By commuters 83% rated AWC's TVMs as better or significantly better.

Introduction

Avanti West Coast has ticket vending machines in major stations across west coast mainline, these include high-traffic locations such as London Euston, Manchester Piccadilly, Glasgow Central, etc. One of the features of Avanti's ticket vending machines is the "Quick Buy" option.

“The Quick Buy feature is meant to make buying tickets faster and easier for people in a hurry at ticket machines. Initially, Quick Buy allowed users to buy one ticket at a time to popular destinations.”

Avanti Quick Buy- Old

Problem

To ensure the efficacy and user-friendliness of this feature, we conducted some initial research. we identified several issues with the Quick Buy feature:

1. User Understanding and Satisfaction: While most users recognise Quick Buy as a simple ticket purchasing option, they require detailed information such as ticket type, travel time, and price before finalising their purchase.
2. Control and Customisation: Users want control over travel details, including the number of travellers, adding railcard, and seat preferences.
3. Price Assurance: Price-conscious users are hesitant to use Quick Buy without confirmation that it offers the cheapest or most suitable option, leading them to compare prices manually.