Icon Magazine publish a monthly feature called Rethink that invites creative and design agencies to redesign something they feel is in need of improvement. We chose to rework the user interface of Britain’s ageing train ticket machines.

Frustrated with the lack of dynamism and speed of the machines, we applied the same usability logic we design websites with. Our thinking was guided by two core principles; 1. Simplicity and 2. Flexibility to the needs of different users. 

Our welcome screen immediately asks people to outline their travel circumstance (Tourist/One-off Journey/Commuter/RFID Card User) so information can be presented in the most appropriate way. Already, the machine is channeling the most suitable ticket choices. An optional swipe card allows frequent users to pre-save favourite journeys.

From here we reshaped the Destination Selection screen to incorporate landmarks with station names and postcodes, thereby streamlining journey decision-making. These can be easily facilitated through the same search box to reduce clicks.

Route Planner and Ticket Prices we visualised together, helping the user become familiar with their route as they select the appropriate ticket, and whilst the machine prints tickets the screen features journey-specific offers and discounts.

Key features:

• Faster, more intuitive process
• Flexibility to the needs of different users
• Universal search incorporating pictorial tourist destinations