As HS2 prepared to launch a new era of rail travel, they faced a complex challenge: how to create a modern travel environment that appealed to a wide range of customers: from business commuters to long-distance families, while aligning with strict commercial constraints. The experience had to be seamless across digital channels and physical spaces, delivering clarity, comfort, and a sense of confidence in a high-speed journey that was still years from launch.
We deployed a multidisciplinary team to lead a research-informed transformation. Through ethnographic studies, passenger journey mapping, and stakeholder co-creation, we uncovered unmet needs and emotional triggers tied to comfort, control, and clarity. We redesigned key touchpoints: seating layouts, wayfinding, social zones, onboard amenities, and digital delivery of information. Our solution delivered an integrated design language across physical and digital layers, anchored in accessibility, utility, and beauty. The result was not just a train, but a curated experience in motion.