CALine User Centric Interface Design

  • BACKGROUND:
     
    Today, the travel and tourism market is characterized by competition and flexibility due to increasing options for the passengers. Consequently, the travel industry is under mounting pressure to improve their consumer experience and increase revenue opportunities, while reducing operational expenses. Additionally, with the introduction of customer-sensitive and interactive-media terminals, face-to-face interactions are slowly giving way to face-to-interface interactions. To engage customers effectively, capture revenue, and maintain customer loyalty, we must provide a compelling experience that includes up-to-date information and relevant services in the way the customer wants to receive them.
     
    CALine, a newly established business in California plans to exploit this trend by offering CALine Interactive Kiosks. The Interactive CALine self-service technology is designed to give California High-Speed Rail (CHSR) travelers a one-stop, novel interaction and richer experience at different touch points throughout their journey while creating a potential for CHSR to bring a significant return on investment.
    CALine Interactive Kiosk concept relies on efficiency and technology to gain advantage in marketing, sales and client servicing in high speed rail business. With self-service options, customers can quickly get the information or services they need, while CHSR business get a cost-effective service delivery option. The ability to handle and integrate rich data, web, voice, and video content through multiple endpoints helps engage rail travelers in a new way while creating CHSR brand awareness, delivering an improved experience and ultimately increasing revenue.
     
    Whether it is a commuter, business traveler, holiday maker, tourist or even someone who just needs information; CALine interactive Kiosk will provide “Better, Faster and Smarter” solutions to travelers in the state of California.
  • Final Prototype Interaction (Mobile Version):
    http://invis.io/6VJTKG7X
  • SWOT analysis:
     
    Strengths:
    ·         Unique brand awareness and marketing for CHSR, its services and on-going projects
    ·         Serves a growing trend of attracting and targeting customer out-of-home
    ·         User-centric service design  
    ·         Integrated services that create value for the brand and High-Speed rail industry in US
    ·         Multiple revenue streams help ensure fiscal stability
    ·         Remote management for constantly updating content and technical support
    ·         Instant availability of transparent service information
    ·         Time-sensitive advertisements to avail opportunities to cross-sell and up-sell
    ·         Exposure for key partners
    ·         24/7 video customer support to assist the travelers
     
    Weakness:
    ·         Initial funding required to meet start-up costs
    ·         Fixed location-based service
    ·         Limited market infiltration due to high cost per unit
    ·         Outsource key players for design development, operation and management
    ·         Dependency on partnerships for service integration
    ·         Meager response from non-tech savvy customer
     
    Opportunities:
    ·         Fast and effective service could grow user base exponentially
    ·         Key partnerships represent a diversity of opportunities to reach audience
    ·         Advertisers can reach a wide demographic to influence the future market trends
    ·         A customized product could potentially be used worldwide
    ·         A seamless, integrated customer travel experience could help build confidence in travel and tourism industry
     
    Threats:
    ·         Financial resources and lack of funding can slow down the Phase I and Phase II
    ·         Offerings can be duplicated by knowledgeable experts
    ·         Failure to reach market will effect revenue stream in the long run
    ·         Difficulty among consumers to transition from familiar mobile applications
  • Customer Journey Map
  • Opportunity Map
  • Kisok Design Rendering
  • Wireframes
  • Sitemap
  • User Interface
  • Process Book
  • Business Plan
  • Pitch for Investors