SJ Passenger Support
SJ Passenger Support
SJ Passenger Support
Overview
Overview
This project addresses a long-standing challenge faced by train travelers in Sweden: Train delays and cancellations.
I initiated this case study after personally experiencing the issue on New Year’s Day, which motivated me to explore more user-friendly solutions and feature additions to their existing app.
This project addresses a long-standing challenge faced by train travelers in Sweden: Train delays and cancellations.
I initiated this case study after personally experiencing the issue on New Year’s Day, which motivated me to explore more user-friendly solutions and feature additions to their existing app.
This project addresses a long-standing challenge faced by train travelers in Sweden: Train delays and cancellations.
I initiated this case study after personally experiencing the issue on New Year’s Day, which motivated me to explore more user-friendly solutions and feature additions to their existing app.
Timeline
Timeline
2 months
2 months
Prototype
Prototype
Prototype
User research
User research
User research
Design system
Design system
Design system
Figma
Figma
Figma
Heuristic evaluation
Heuristic evaluation
Heuristic evaluation
UX/UI design
UX/UI design
UX/UI design
Introduction
Introduction
Introduction
The old experience
The old experience
The old experience
The old SJ app struggled to provide timely, clear information during disruptions. Instead of reassurance, travelers encountered walls of text, unhelpful links that redirected them out of the app, or missing details that could only be obtained in person from station staff. This lack of accessible information left people stressed and unsupported at the very moment they needed clarity.
The old SJ app struggled to provide timely, clear information during disruptions. Instead of reassurance, travelers encountered walls of text, unhelpful links that redirected them out of the app, or missing details that could only be obtained in person from station staff. This lack of accessible information left people stressed and unsupported at the very moment they needed clarity.
The old SJ app struggled to provide timely, clear information during disruptions. Instead of reassurance, travelers encountered walls of text, unhelpful links that redirected them out of the app, or missing details that could only be obtained in person from station staff. This lack of accessible information left people stressed and unsupported at the very moment they needed clarity.
How SJ communicates information about delays, cancellation and customer rights today.
How SJ communicates information about delays, cancellation and customer rights today.
How SJ communicates information about delays, cancellation and customer rights today.
The opportunity
The opportunity
The opportunity
For travelers
For travelers
For travelers
Current pain: High stress, confusion, feeling unsupported during disruptions.
Design opportunity: Create clarity, reassurance, and empowerment when travelers are most vulnerable.
Impact: Improving the in-app disruption flow can transform one of the most stressful parts of the journey into a moment of clarity and reassurance. This builds trust, reduces stress, and improves the likelihood that travelers will choose SJ again.
Current pain: High stress, confusion, feeling unsupported during disruptions.
Design opportunity: Create clarity, reassurance, and empowerment when travelers are most vulnerable.
Impact: Improving the in-app disruption flow can transform one of the most stressful parts of the journey into a moment of clarity and reassurance. This builds trust, reduces stress, and improves the likelihood that travelers will choose SJ again.
Current pain: High stress, confusion, feeling unsupported during disruptions.
Design opportunity: Create clarity, reassurance, and empowerment when travelers are most vulnerable.
Impact: Improving the in-app disruption flow can transform one of the most stressful parts of the journey into a moment of clarity and reassurance. This builds trust, reduces stress, and improves the likelihood that travelers will choose SJ again.
For SJ
For SJ
For SJ
At-risk revenue: About 3.2 billion SEK annually is linked to passengers affected by disruptions.
Revenue protection: A modest 5-10% improvement in retention could protect 160-318 million SEK (16-33 million USD) per year.
Brand value: Better disruption handling strengthens trust and loyalty, reducing churn to competing travel modes.
Impact: By reducing churn and restoring trust during disruptions, SJ can safeguard hundreds of millions SEK in annual revenue, while also lowering customer support costs.
At-risk revenue: About 3.2 billion SEK annually is linked to passengers affected by disruptions.
Revenue protection: A modest 5-10% improvement in retention could protect 160-318 million SEK (16-33 million USD) per year.
Brand value: Better disruption handling strengthens trust and loyalty, reducing churn to competing travel modes.
Impact: By reducing churn and restoring trust during disruptions, SJ can safeguard hundreds of millions SEK in annual revenue, while also lowering customer support costs.
At-risk revenue: About 3.2 billion SEK annually is linked to passengers affected by disruptions.
Revenue protection: A modest 5-10% improvement in retention could protect 160-318 million SEK (16-33 million USD) per year.
Brand value: Better disruption handling strengthens trust and loyalty, reducing churn to competing travel modes.
Impact: By reducing churn and restoring trust during disruptions, SJ can safeguard hundreds of millions SEK in annual revenue, while also lowering customer support costs.
The design solution
The design solution
The design solution
Flow 1 | Reimbursement and compensation
Flow 1 | Reimbursement and compensation
Flow 1 | Reimbursement and compensation
Stay in control of your journey.
Refunds and compensations are handled in-app, automatically linked to your ticket for a seamless experience.
Stay in control of your journey.
Refunds and compensations are handled in-app, automatically linked to your ticket for a seamless experience.
Stay in control of your journey.
Refunds and compensations are handled in-app, automatically linked to your ticket for a seamless experience.
Flow 2 | Stay on track
Flow 2 | Stay on track
Flow 2 | Stay on track
Stay supported throughout your trip.
Step-by-step guidance during disruptions, with personalized options based on your situation so you always know what to do next.
Stay supported throughout your trip.
Step-by-step guidance during disruptions, with personalized options based on your situation so you always know what to do next.
Stay supported throughout your trip.
Step-by-step guidance during disruptions, with personalized options based on your situation so you always know what to do next.
The design process
The design process
The design process
I approached this project by combining research and empathy. User interviews, social listening, and heuristic evaluation uncovered the root causes of frustration. From there, I defined personas and journeys, then iterated on new flows through multiple rounds of prototyping and testing.
This cycle of discovery, definition, design, and validation ensured the final solutions were both practical and reassuring. The result was a set of new, experience-driven features designed to reduce stress during disruptions and rebuild trust in SJ’s service.
I approached this project by combining research and empathy. User interviews, social listening, and heuristic evaluation uncovered the root causes of frustration. From there, I defined personas and journeys, then iterated on new flows through multiple rounds of prototyping and testing.
This cycle of discovery, definition, design, and validation ensured the final solutions were both practical and reassuring. The result was a set of new, experience-driven features designed to reduce stress during disruptions and rebuild trust in SJ’s service.
I approached this project by combining research and empathy. User interviews, social listening, and heuristic evaluation uncovered the root causes of frustration. From there, I defined personas and journeys, then iterated on new flows through multiple rounds of prototyping and testing.
This cycle of discovery, definition, design, and validation ensured the final solutions were both practical and reassuring. The result was a set of new, experience-driven features designed to reduce stress during disruptions and rebuild trust in SJ’s service.
Step 1. Discover
Step 1. Discover
Step 1. Discover
User research
User research
User research
Through desktop research, user interviews, and personal experiences, I identified recurring frustrations travelers faced during SJ train disruptions. These insights formed the foundation for defining personas and journeys later in the process.
Through desktop research, user interviews, and personal experiences, I identified recurring frustrations travelers faced during SJ train disruptions. These insights formed the foundation for defining personas and journeys later in the process.
Through desktop research, user interviews, and personal experiences, I identified recurring frustrations travelers faced during SJ train disruptions. These insights formed the foundation for defining personas and journeys later in the process.
There was zero information in app, or by SMS. No signs, no announcements, nothing. The only updates came from the boards at the station
There was zero information in app, or by SMS. No signs, no announcements, nothing. The only updates came from the boards at the station
There was zero information in app, or by SMS. No signs, no announcements, nothing. The only updates came from the boards at the station
The SMS updates were so limited. They didn’t even explain what costs I could get compensated for.
The SMS updates were so limited. They didn’t even explain what costs I could get compensated for.
The SMS updates were so limited. They didn’t even explain what costs I could get compensated for.
Why isn’t the refund automatic? Even for a fully cancelled train, I still have to apply. They clearly have the data so just give me back what I’m owed.
Why isn’t the refund automatic? Even for a fully cancelled train, I still have to apply. They clearly have the data so just give me back what I’m owed.
Why isn’t the refund automatic? Even for a fully cancelled train, I still have to apply. They clearly have the data so just give me back what I’m owed.
1. Lack of clarity during disruptions
Travelers feel lost and unsupported due to unclear and inconsistent updates.
1. Lack of clarity during disruptions
Travelers feel lost and unsupported due to unclear and inconsistent updates.
1. Lack of clarity during disruptions
Travelers feel lost and unsupported due to unclear and inconsistent updates.
2. Disjointed experience
Important updates often redirect users outside the app, breaking the flow when they need support the most.
2. Disjointed experience
Important updates often redirect users outside the app, breaking the flow when they need support the most.
2. Disjointed experience
Important updates often redirect users outside the app, breaking the flow when they need support the most.
3. Frustrating refund process
Refunds require too many steps, with poor communication that leaves users uncertain and distrustful
3. Frustrating refund process
Refunds require too many steps, with poor communication that leaves users uncertain and distrustful
3. Frustrating refund process
Refunds require too many steps, with poor communication that leaves users uncertain and distrustful
Heuristics evaluation
Heuristics evaluation
To identify weaknesses in the current SJ app, I conducted a heuristics evaluation using Nielsen’s usability principles. The analysis revealed recurring issues with visibility, control, and support, which became the foundation for my design decisions in this project.
To identify weaknesses in the current SJ app, I conducted a heuristics evaluation using Nielsen’s usability principles. The analysis revealed recurring issues with visibility, control, and support, which became the foundation for my design decisions in this project.
Step 2. Define
Step 2. Define
Step 2. Define
User persona
User persona
User persona
Meet Emma. An occasional traveler who relies on SJ for work trips and visits to visit family and friends in other cities. Her biggest pain points lie in clear communication, lack of support during delays, and uncertainty about alternatives.
Meet Emma. An occasional traveler who relies on SJ for work trips and visits to visit family and friends in other cities. Her biggest pain points lie in clear communication, lack of support during delays, and uncertainty about alternatives.
Meet Emma. An occasional traveler who relies on SJ for work trips and visits to visit family and friends in other cities. Her biggest pain points lie in clear communication, lack of support during delays, and uncertainty about alternatives.
Design decision
Design decision
When mapping the user journey, there were several directions I could take from proactive updates to customer service follow-ups or even new services. I chose to focus on the critical moment of disruption, when travelers feel the most stressed, unsupported, and lost.
Designing for this moment makes the greatest emotional impact and directly influences how users perceive and trust SJ in the long run.
When mapping the user journey, there were several directions I could take from proactive updates to customer service follow-ups or even new services. I chose to focus on the critical moment of disruption, when travelers feel the most stressed, unsupported, and lost.
Designing for this moment makes the greatest emotional impact and directly influences how users perceive and trust SJ in the long run.
When mapping the user journey, there were several directions I could take from proactive updates to customer service follow-ups or even new services. I chose to focus on the critical moment of disruption, when travelers feel the most stressed, unsupported, and lost.
Designing for this moment makes the greatest emotional impact and directly influences how users perceive and trust SJ in the long run.
Old user journey flow
Old user journey flow
Old user journey flow
Step 3. Design
Step 3. Design
Step 3. Design
User testing
User testing
User testing
From passive updates to actionable guidance
Early user testing revealed three key needs during disruptions:
Clear navigation and entry points
Better communication of context and next steps
Simpler actions to reduce stress
These findings shaped my design iterations, moving the experience from confusing and passive to clear, supportive and actionable.
From passive updates to actionable guidance
Early user testing revealed three key needs during disruptions:
Clear navigation and entry points
Better communication of context and next steps
Simpler actions to reduce stress
These findings shaped my design iterations, moving the experience from confusing and passive to clear, supportive and actionable.
From passive updates to actionable guidance
Early user testing revealed three key needs during disruptions:
Clear navigation and entry points
Better communication of context and next steps
Simpler actions to reduce stress
These findings shaped my design iterations, moving the experience from confusing and passive to clear, supportive and actionable.
Design iterations
Design iterations
Design iterations
Iterations: testing, improvements
After the first round of user feedback, I refined the design by adjusting the flow, layout, and content. Following three additional design iterations, I conducted a second round of user testing, which guided me toward the final design shown below.
Iterations: testing, improvements
After the first round of user feedback, I refined the design by adjusting the flow, layout, and content. Following three additional design iterations, I conducted a second round of user testing, which guided me toward the final design shown below.
Iterations: testing, improvements
After the first round of user feedback, I refined the design by adjusting the flow, layout, and content. Following three additional design iterations, I conducted a second round of user testing, which guided me toward the final design shown below.
🔧
🔧
🔧
Before
Before
Before
✅
✅
✅
After
After
After
From
Overloaded with mixed information and scattered CTAs
From
Overloaded with mixed information and scattered CTAs
From
Overloaded with mixed information and scattered CTAs
To
Separate flows, focused on distinct goals and journeys
To
Separate flows, focused on distinct goals and journeys
To
Separate flows, focused on distinct goals and journeys
From
Manual effort and unclear rules
From
Manual effort and unclear rules
From
Manual effort and unclear rules
To
Tailored instructions and automatic eligibility checks
To
Tailored instructions and automatic eligibility checks
To
Tailored instructions and automatic eligibility checks
From
Confusing status of application and unclear next steps
From
Confusing status of application and unclear next steps
From
Confusing status of application and unclear next steps
To
Transparent progress and guided actions
To
Transparent progress and guided actions
To
Transparent progress and guided actions
From
Information without direction
From
Information without direction
From
Information without direction
To
Clear and actionable guidance
To
Clear and actionable guidance
To
Clear and actionable guidance
Final design
Final design
Rebook with ease.
Rebook with ease.
Rebook with ease.
Travelers can switch to the next available train in seconds, directly in the app.
Travelers can switch to the next available train in seconds, directly in the app.
Travelers can switch to the next available train in seconds, directly in the app.
Compensation made easy.
Compensation made easy.
Compensation made easy.
See exactly how much you’re owed, with an automated process linked directly to your journey.
See exactly how much you’re owed, with an automated process linked directly to your journey.
See exactly how much you’re owed, with an automated process linked directly to your journey.
Instant in-app refunds.
Instant in-app refunds.
Instant in-app refunds.
Get your money back in seconds, without paperwork or waiting.
Get your money back in seconds, without paperwork or waiting.
Get your money back in seconds, without paperwork or waiting.
Link to Prototype
Link to Prototype
Step 4. Final thoughts
Step 4. Final thoughts
Step 4. Final thoughts
Project reflections
Project reflections
Project reflections
1. Designing within constraints
This project was the first time I designed with an existing design system and I had the chance to take on the challenge of balancing consistency with innovation. It really pushed me to find creative solutions that felt in line and authentic to SJ’s brand, as well as help guide my design decisions to exclude ideas that felt too different from the brand identity.
2. Iteration before polish
I tested the user flow early on with low-fidelity wireframes. This decision was very beneficial to my subsequent design iterations as I learned early in the process what to aim for and what to avoid. Jumping straight to a polished prototypes would have been a waist of time and effort of designing screens that don’t align with user needs or expectations. Building a solid skeleton first made later iterations more efficient and meaningful.
3. Ideation deserves more time
Looking back, I see the value of spending more time in the ideation phase, to go beyond first instincts and challenge myself creatively. Exploring a wider range of solutions, even unconventional ones, could have pushed the ideas further. Next time, I’ll experiment with alternative brainstorming techniques to spark fresh thinking and uncover unexpected directions.
1. Designing within constraints
This project was the first time I designed with an existing design system and I had the chance to take on the challenge of balancing consistency with innovation. It really pushed me to find creative solutions that felt in line and authentic to SJ’s brand, as well as help guide my design decisions to exclude ideas that felt too different from the brand identity.
2. Iteration before polish
I tested the user flow early on with low-fidelity wireframes. This decision was very beneficial to my subsequent design iterations as I learned early in the process what to aim for and what to avoid. Jumping straight to a polished prototypes would have been a waist of time and effort of designing screens that don’t align with user needs or expectations. Building a solid skeleton first made later iterations more efficient and meaningful.
3. Ideation deserves more time
Looking back, I see the value of spending more time in the ideation phase, to go beyond first instincts and challenge myself creatively. Exploring a wider range of solutions, even unconventional ones, could have pushed the ideas further. Next time, I’ll experiment with alternative brainstorming techniques to spark fresh thinking and uncover unexpected directions.
1. Designing within constraints
This project was the first time I designed with an existing design system and I had the chance to take on the challenge of balancing consistency with innovation. It really pushed me to find creative solutions that felt in line and authentic to SJ’s brand, as well as help guide my design decisions to exclude ideas that felt too different from the brand identity.
2. Iteration before polish
I tested the user flow early on with low-fidelity wireframes. This decision was very beneficial to my subsequent design iterations as I learned early in the process what to aim for and what to avoid. Jumping straight to a polished prototypes would have been a waist of time and effort of designing screens that don’t align with user needs or expectations. Building a solid skeleton first made later iterations more efficient and meaningful.
3. Ideation deserves more time
Looking back, I see the value of spending more time in the ideation phase, to go beyond first instincts and challenge myself creatively. Exploring a wider range of solutions, even unconventional ones, could have pushed the ideas further. Next time, I’ll experiment with alternative brainstorming techniques to spark fresh thinking and uncover unexpected directions.
