Portfolio METRO
Half a Million Free Tickets Distributed for The New Metro Line M4
One app, 4 target groups and 500,000 free free tickets offered to the cyclists, neighbours, businesses and Copenhageners - all with their own needs and motivation to download, and use the APP. With such a broad target group, there was a need for a solution architecture and APP that was both flexible, intuitive, user-friendly and with automated content flows for the many different permissions.
Client
METRO
Areas
Services
CHALLENGES
As an organization, Metro Selskabet is new to permission marketing, tactical offers, and commercially driven products. This project and the associated app brought a new level of value to both the organization and its customers.
Metro has an exceptionally strong brand, necessitating that the entire customer experience (CX) and product interaction be as seamless and high-end as commuting on their driverless metro trains.
A significant portion of the collaboration involved strategic clarification and consulting with both Metro Selskabet and Metro Service, focusing on product distribution, value-adding services, and operations. One of the key phases in the strategic development was implementing effective digital governance across various channels, including campaign activities, app functionality, email, and customer service.
Furthermore, the project aimed to educate and advise the organization on permission strategies and push marketing, with the goals of increasing customer loyalty, enhancing customer satisfaction, and attracting a maximum number of new users to the brand new Metro line M4—while simultaneously maturing the organization and enhancing its digital and technological capabilities.
INSIGHT
From earlier expansions and the opening of new lines in Copenhagen, Metro has learned the critical importance of encouraging neighbors, commuters, and other target groups to try out the new line. This experience is essential to establish a preference and foster habits for commuting regularly with public transport. In summary, the sooner people experience the Metro, the more likely they are to become regular users in the future.
Why is offering free tickets a clever strategy?
Our insights revealed that transitioning from marketing exposure to downloading the app and redeeming a free ticket voucher required us to design the most seamless and intuitive user journey possible. The design process involved a delicate balance: minimizing friction to ensure ease of use and user compliance, while also activating the ticket and adhering to security and GDPR standards.
SOLUTION
Visual Design: The app’s design is deeply rooted in Metroselskabet’s new brand identity, featuring bold red colors. We merged their visual style with standard UI principles, ensuring the app feels like a natural extension of their brand and is easy to navigate. Creating a digital representation of their brand required building a design system from scratch, carefully balancing strong brand colors with effective UX principles.
UX Design: Our focus was on speed and simplicity, crucial for users in transit. The app opens directly to the ticket page, significantly reducing the time needed to activate a ticket and board the metro. To minimize distractions, non-essential information has been relocated to the menu. The app is also designed for one-handed use, an essential feature for users who may be carrying bags.
Onboarding and Personalization: The onboarding process introduces users to the services offered by the Metro and Copenhagen, streamlining profile creation and ticket activation for user convenience. Additionally, users can tailor their notification preferences and communication channels via the profile page.
Interactive Animations: The app includes animations that improve usability and verify ticket authenticity. When the phone is moved, the activated ticket changes appearance, providing visual confirmation for conductors. Tickets also "fly" onto the screen, mimicking the experience of receiving physical tickets.
RESULTS
Both Metroselskabet and users have provided positive feedback, affirming that the app effectively captures the brand essence and fulfills user needs. This success demonstrates how robust design and intuitive UX can lead to a successful digital product. The app has earned a 4.8-star review on the app store.
The M4 free ticket survey was distributed via a questionnaire to 5,400 respondents:
- 75% agree or strongly agree that the free tickets have increased their desire to travel with the Metro in the future.
- 80% agree or strongly agree that the free tickets have generally made them more inclined to use the Metro than they otherwise would have.
- 66% agree or strongly agree that the free tickets have led them to start using the M4 Copenhagen South line earlier than they otherwise would have.
FUTURE
Encouraged by excellent results and feedback from both customers and internal stakeholders, Metroselskabet plans to target broader and new segments in the future, including new immigrants and business customers. This expansion is an invitation for more people to enjoy commuting with the Metro and explore urban Copenhagen.
