On Track: Future train travel experiences
Meeting the growing demand in train services
Over the past three decades, train travel has undergone a remarkable evolution. In Sweden, long-distance journeys have risen by 71%, climbing from 14 million passengers in 1990 to 24 million in 2023. Regional travel has seen an even more dramatic surge of 168%, soaring from 82 million to 220 million within the same timeframe1 . With the number of train operators expanding from one in 1988 to 12 today, the demand for efficient, comfortable, and sustainable rail services has never been greater.
However, despite this impressive growth, the passenger experience has struggled to keep pace. Frequent delays, lack of privacy, and poor ergonomic conditions continue to limit rail travel’s potential as a premier mobility solution. The future of transport requires bold innovation—solutions that reimagine the passenger experience, address the evolving needs of a diverse and growing commuter base, and champion sustainability.
Redefining the passenger experience with mobility solutions
Our project explored a key question: "What if train travel could go beyond mere transportation, transforming commutes into productive and comfortable experiences?" With passenger numbers steadily rising, we identified a clear gap—onboard experiences have not evolved to meet this growing demand.
To address this, we reimagined train interiors by combining advanced technology with personalised features to create a new dynamic mobile workspace. This innovative approach focuses on smart layouts and thoughtfully designed services that make journeys more productive and comfortable. We redefined what train travel could be by prioritising privacy, focus, and an exceptional passenger experience. Tailored to meet the evolving needs of modern commuters, our vision puts the passenger experience back On Track.
Designing transport services for the modern commuter
Train travel offers more than just a comfortable journey from point A to point B. It’s a holistic experience in which various elements need to be aligned to create the optimal trip. For many, the motion of a train becomes the perfect space for focus—dedicated time to be productive, and free from distractions, all while drawing inspiration from the ever-changing scenery outside the window.
The urgency of the climate crisis further underscores the need for sustainable, circular solutions that position trains as the most attractive mode of transportation.
Innovative solutions to resolve pain points
Recognising the complexity of the situation, the project focused on tackling delays often caused by external factors beyond our control. Instead of seeking quick fixes, we worked alongside these challenges, while also addressing long-term issues in train car interior design for a balanced approach.
Through research and ideation, we created a setup that enhances resilience to delays by optimising the onboard environment for work. Commuters can now stay productive while travelling. On Track demonstrates how integrating technology and design can shape a more sustainable, efficient future.
Our design services
- A Cross-Functional Design Team
- Market Research
- UX/UI Design
- Industrial Design / Interior Design
- Service Design
- Visualisation
- Sustainability / CMF design
- Accessibility
This vision was brought to life by a team of multidisciplinary designers, aiming to redefine the future of mobility and transport services through a groundbreaking concept design. On Track embodies the seamless fusion of mobility, transportation, and service innovation, showcasing how these elements can work together to build a more sustainable and efficient future.
Through the research phase, including observation studies, interviews with employees and employers, desktop research, and market analysis, we identified several key insights. One notable finding is the clear: a new interior layout that prioritises visual and auditory privacy and allows adaptability for all passengers.
Additionally, optimising conditions for productivity and focus can make travellers more resilient to the common issue of delays, presenting a new business opportunity for train companies.
As one of our identified goals was to enhance the personalisation of the travel experience, we aimed to seamlessly integrate the physical and digital spheres to assist travellers throughout their entire journey, from booking to adjusting their onboard experience and reaching their final destination. To accomplish this, we developed an app interface and integrated displays into the seats. Through these, travellers can easily access necessary information, receive support from an AI assistant, adjust lighting, and check into their seat or pod in a simple and effortless manner.
With input from the UX research phase, the industrial designers created a new layout, and we introduced three distinct seat types: The Braid Seat, The Alcove Seat, and The Pods, ranging from intermediate to complete privacy.
The enhanced privacy in the train car will enable employers to confidently allow their employees to work onboard without worrying about privacy violations. This becomes an asset that can encourage employees to come into the workplace more frequently, attract new talent regardless of location, and facilitate longer work trips during regular office hours.
By leveraging our visualisation skills, we brought our vision to life. Developing a creative and innovative fictional concept required visualisation and 3D modelling as essential tools to effectively communicate the idea to others. With these skills in-house, we collaborated closely within the studio to ensure the concept was portrayed as intended.
Driven by our goal to position the train as the premier mode of transportation, we have carefully considered all aspects, from material selection to the modularity of individual components. While trains are designed to last long, certain parts will wear out faster than others. That is why we decided to make these components easily replaceable and recyclable, minimising the need for complete replacements.
Our design proposal introduces wheelchair-accessible pods with adjustable desks and individual adjustments on each seat, offering flexibility that contrasts today's fixed setup. The integration of AI assistance further enhances accessibility by providing essential information in multiple languages, tailored to each commuter's preferences, in line with the Council of Europe's recommendations.
Footnotes
- 1. //www.trafikverket.se/resa-och-trafik/jarnvag/jarnkoll--fakta-om-svensk-jarnvag/jarnkoll-pa-tagresor/ a↩
Interested in On Track: Future train travel experiences?
