National Rail

Digital transformation of the National Rail website, overseeing design, UX, and user research. I worked closely with Rail Delivery Group to align user needs with business goals and key milestones, using co-creation and product strategy frameworks.

Key challenges:

  • Communicating National Rail products and services effectively through new content strategies

  • Digital creative direction for the new brand

  • Balancing ad revenue with user needs

  • Creating a lean Design System to support a fast build

NR - mobile phones (1).png

“It’s been a real pleasure working with you on National Rail. Your vision was fundamental to getting us to build a modern, customer centric and beautiful site which are all proud of. Thank you for everything. You are leaving a legacy behind for rail.”

Daniela Maki​​, Rail Delivery Group

National rail (2).png

  • User research synth

  • Content research

  • Co-design

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