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.
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.
Our strategic input helped to realise a key theme for the project. We were able to define the kind of service HS2 intends to deliver, and what that means for passengers as the project moves forward. Descriptions of core principles were developed that can be referenced as the project proceeds and design decisions are made. Our output laid out the design of the experience and service vision for HS2, ultimately keeping passengers at the core of HS2.