Station Pages
Duration
1 year - 2025/2026
Collaboration
Strategy, Content, & Business
Tools
Figma, Google Search Console, Medallia
Role
Product Designer
Overview
I was tasked with redesigning Amtrak's station pages to achieve a cohesive user experience aligned with the new Amtrak style guide. My goals included ensuring visual consistency, modernizing the design, and creating a unified look and feel across all station pages.
Competitive Analysis
We began by analyzing direct and indirect competitors to identify areas where we excelled and opportunities for improvement. Next, we compiled our research findings and presented key recommendations.
Information Architecture
Using Google Search Console we were able to gain insights into the top information that users search when looking up our stations. The top keywords (listed in descending order of popularity/relevance): Map, Address, Phone Number, Local Point of Interest, ATM (if applicable), Commuter Connections (if applicable), Parking (if applicable), Hours and Train Tracker.
Keeping these top keywords in mind helped organize the IA of the station pages.
Customer Journey Map
Using insights from our research, we created a customer journey map to pinpoint users’ pain points, identify where they occur, and address them in the mid-fidelity designs.
Mid-Fidelity Wireframes
Next, we created mid-fidelity wireframes and presented them to key stakeholders to ensure alignment and confirm we were on the right track.
Hi-Fidelity Wireframes
Upon internal internal reviews and stakeholder feedback, we refined the designs and came up with a finalized hi-fidelity wireframe. A Full-size view can be found here.
Final Design of New Station Pages
Post-Launch Summary
This project initiative has now been launched with stakeholder approval. The final design of the webpage can be viewed here. The goal was to make the pages more atheistically pleasing, while providing the right, key information for our users. Adding First Mile/Last Mile journey information was the main focus of this page. Due to the lack of DT support on this project, and the fact that this page is using the Legacy AEM system, there were constraints against making the fully envisioned modern design of this page. There are many more features that would be great additions, such as a station map, and potentially future VR.
The marketing and analytics team are now looking at the data to determine the metrics. Live links can be found for the Acela train stations and Cascades route page and stations.