Avanti West Coast
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Creating a unified digital travel experience for Avanti West Coast rail customers.
Over the past year, we partnered with Avanti West Coast to reimagine the passenger journeys. Together, we built a scalable design system and improved the experience for millions of travellers. Our work covered loyalty, booking, customer portals, web content and service communications.
By focusing on clarity, accessibility and performance at every touchpoint, the experience became more connected, more consistent and far easier to maintain. It also strengthened collaboration between teams, partners and developers and created a solid foundation for Avanti’s future evolution.
Bringing clarity to complex journeys
Rail journeys are full of decision points, comparisons and trade-offs. Our work focused on removing friction while preserving the honesty and clarity customers need. Working closely with internal stakeholders and developers, we redesigned booking flows to make choices easier, reduce cognitive load and create a more predictable user experience.
We introduced clearer hierarchy, simplified options and patterns that support speed and understanding. This reshaped some of the most business-critical journeys and became a benchmark for future work across teams.
Corporate website redesign
We helped rework Avanti’s corporate website by simplifying the structure, reducing content and creating reusable modules that brought clarity and consistency. The result is a cleaner, more accessible site that’s easier for teams to maintain, reflects stakeholder needs as well as customer needs and is aligned with the wider digital system.
Improving loyalty and customer communications
We redesigned Avanti’s loyalty experience to make tier progress, rewards and benefits easy to understand. The structure, language and visual presentation all shifted to support clarity and customer confidence. We also worked across their email and notification ecosystem to bring consistency in tone, hierarchy and accessibility, aligning communications with the wider product experience.
A scalable design system for real-world delivery
Avanti needed a digital system that could be used consistently across multiple suppliers and internal teams. We translated the refreshed brand into a robust design system, defining components, tokens and accessibility standards that would hold up across web and app.
The system reduced duplication, improved delivery quality and helped the organisation ship new features with greater confidence. It became the backbone for everything from booking flows to loyalty dashboards and customer account pages.
