Gamified LNER
Feature addition
LNER Green is a gamified in-app feature that empowers users to engage in their own carbon-saving journey with LNER. It includes three elements: a personalised carbon savings report, collectable e-badges for eco-friendly actions, and social sharing of achievements.
The
Challenge
How do we make a fun and engaging experience for LNER customers to understand and act on their carbon savings (emissions) so that they are more likely to engage in the LNER app and empowered to make overall greener travel choices?
The
Goal
My goal was to create a new gamified experience in the app will boost users understanding of green travel, trust in LNER as a green provider, and increase use and retention of the LNER app.
What I Did
UX / UI Designer
Researcher & Interviewer
Usability Testing
Branding
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My Tools
Figma
Photoshop
Illustrator​
Balsamic
Duration
Overall: 3 months
Discovery & Research: 2 months
Design & testing: 1 month
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The
Process
Empathise
Define
Ideate
Prototyping
Testing
Background
study
Empathise phase
Our research shows that users are far more likely to engage with eco-friendly information if they feel they can individually contribute to something bigger than themselves and if they feel that this contribution is part of a meaningful bigger picture. LNER green therefore is an opportunity for LNER to showcase their eco-friendly operator credentials, invite users to contribute to existing and new eco-friendly endeavours and receive appropriate recognition for this behaviour.
In Person Interviews
Over 40 user interviews were conducted at King’s Cross Station, London, across the LNER Lounge and Family Lounge. Using a semi-structured interview approach, travellers were asked a set of 10–12 questions to understand their travel behaviours, needs, and decision-making factors.
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The responses, combined with over 1,000 data points, were analysed using affinity mapping to identify key themes and pain points, providing a strong foundation for user-centred design decisions.
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Where was the
problem?
Pain points
1
graphic elements
For most people, price and convenience factors far outweigh eco-friendly travel choices
3
2
Interaction challenges
People are more likely make eco-friendly choices if those around them are doing the same.
Language barrier
People are more likely to make eco-friendly travel choices when they feel they are contributing to something bigger than themselves
Branding
We built on the brand’s existing design system and component library, extending it with a custom design system to seamlessly manage and support the new features introduced in the concept.
Report
A personalised carbon savings report that connects what the user is doing to what LNER is doing.
How we
solved it
Badges
Collectable LNER Green e-badges awarded for green action with potential to attach existing or new rewards.
A/B Testing
testing
Formative testing was conducted during the wireframing stage, followed by guerrilla testing to gather quick user feedback. Based on these insights, the designs were refined and then A/B testing was carried out in the final stages to validate the improvements and measure user preference.
Based on testing, it was clear that users appreciated the concept of gamified, collectible e-badges and engaging visuals of carbon page. There were more testing required to understand how the feature and the badges were perfoming.