"Passenger First" Mobility Ecosystems

Personas help to demonstrate and understand diverging user needs.

Getting a deep understanding of the context and the stakeholders is vital when approaching any design project. Therefore, we need to find out who we are designing for and why, as mobility journeys are very different for different people.

By focusing on individual needs, we can design solutions that resonate with an increasingly diverse group of potential users.

Elizabeth has been invited to a pitch in Berlin.
As the client is important, she wants to do this in person.

Dedicated work spaces and quiet relaxation.

Business class seating
Individual seating and improved surface layouts create optimised working conditions. Additional dividers offer even more privacy, with both ambient lighting and dedicated task lighting. A comfortable, homey atmosphere is constructed through the use of textiles, muted colours and wooden details. The application of complimentary textiles also helps to tone down ambient noise.

Lounge area
With a more open plan design for relaxing or socialising, the premium look and feel of luxurious materials create a unique travel environment.

Luis works weekdays at an offshore wind park in the Baltic Sea. At weekends he spends a night travelling home to Augsburg where he lives with his family.

Maximising comfort in minimal space.

Economy seating
Slim seats allow for a reduced seat pitch and improved seat per m³ ratio, while still providing space for a back seat panel and multimedia shelf. The fully reclining seats offer the possibility to rest in a more horizontal position during quieter times, such as overnight and early mornings. The sleep feature is available as soon as capacity allows, creating the opportunity for a new revenue model alongside the conventional daytime focus.

Wheelchair access
Improved access and open-planning creates a better experience for wheelchair users. The stowaway tables are height adjustable and the layout configuration includes a folding seat option, multiple handrails and an intercom system. The use of matching materials, fabrics and soft padding create a sense of unity throughout the carriage.

Birgit is taking her grandchildren for a daytrip to the capital. The journey from Munich to Berlin takes about 3.5 hours by train.

Space for in-person conversation and interactions.

Family area
Semi-open compartments with padded inner walls allow families and groups to have their own space. There is additional capacity for luggage next to the seats and in luggage racks, and a play area with space for strollers. The use of soft textures adds both a playful element with bold colours, as well as the functionality of reducing ambient noise and improving privacy.

Comfort seating

A social space with clever functionality to store luggage, in between seat rows or by folding up empty seats. The individual screens on the backs of the seats provide clear information during the journey.

When designing for public transport, different aspects that follow basic human needs must be considered. Pragmatic needs should be met by offering convenient, ergonomically sound and affordable solutions.

Emotional needs are met by offering a trustworthy, joyful travel experience that resonates with the individual user. We try to consider these aspects in our Mobility projects - depending on the scope of the target, the weight of each of these aspects can differ.

A co-creative process

From problem identification, to research and analysis, to ideation: We keep our process as open as possible, using regular on- and offline meetings and collaboration tools to ensure both design team and client are always on the same page as projects develop.