Designing the service and experience
When designing the service and experience, we used design thinking methods such as personas, journey maps and service principles to understand what the ultimate HS2 experience might look like in the eyes of the passenger.
We met and interviewed passengers, staff and experts at several major London and Birmingham Stations. Experience audits on comparative journeys in Leeds, London, HS1 and Denmark helped us to understand the experience across different networks.
To deeply understand the needs, attitudes and behaviours of passengers, we ran group sessions with a range of passenger demographics.
The strategy defined passenger needs throughout their journey and set out the key service principles that HS2 would look to implement. Our ethnographic research has also identified a set of key traveller behaviours which underpin the user personas used by the project.