The B2C Redesign that’s Unlocking the European Market

Juliette Bauret

Product Designer

Design Token

Design Systems Specialist

FigJam

Figma

Notion

The B2C Redesign that’s Unlocking the European Market

INDUSTRY : Mobility - Rail

DISCIPLINE : Head of Design + IC Product Designer

CONTEXT Redesign of the B2C website for a train booking platform with a major strategic shift: expanding into the European market.

GOAL

Improve the user experience of our B2C platform

Simplify the technical architecture by leveraging an existing API

Implement a front-end framework (Svelte) capable of meeting scalability and flexibility requirements.

ROLE

As Head of Design and Solo Product Designer, I led the MVP redesign of the B2C site, combining strategic vision with design execution. With limited Product Management resources at the project’s outset, I worked closely with developers to implement quick and creative solutions. This allowed us to make informed decisions on features, align design and development, and stay on schedule.

PROCESSUS

Discovery & Workshop: Designing for the European market without overlooking the existing and prioritizing the essentials

User Analysis and Research

I initiated a qualitative Discovery phase that included over ten user interviews from our current markets (US, UK, Australia, and Brazil). The recruitment was done in collaboration with the marketing team, which helped us send a newsletter and target the right users. The goal was to identify pain points in our existing site, understand the specific behaviors of each market, and gather a solid foundation of insights to guide the project.

Workshops & Product Vision Board

I organized a Product Vision Board with the internal team to clarify the project’s objectives and vision. Since we were developing an MVP for this new version of the B2C site, the next step was to break down the existing funnel. This process allowed us to analyze the various actions users could take to book a train ticket and set priorities for the MVP.

User Story Mapping: Strategic prioritization to drive results

To keep the project on track and meet our deadlines, I initiated an iterative story focused on our key persona, allowing us to seamlessly integrate the API while adapting design elements to real user needs. To sharpen our focus on high-impact features, I organized a user story mapping workshop with key team members (front-end and back-end developers, PM, and designer).

This strategic mapping session was pivotal in aligning priorities and structuring our roadmap, ensuring we delivered a product that was both efficient and deeply user-centered.

Testing, even with limited capacity

Despite limited resources, once we had integrated a viable booking flow, I organized two user testing sessions of 8 interviews, partly through a recruitment post by our CEO on LinkedIn. These sessions allowed us to validate our design choices and adjust the user experience. They also revealed an increased need for API-provided information, which guided some of our technical decisions and improvement requests.

2. THE RESULT

Conversion goal: Using the opportunity to enhance the experience

2.1

Rebranding and Accessibility of New Components

Design tokens

2.2

Enhanced itinerary and price visualization

To offer a better browsing experience, I improved the itinerary visualization on the map by making each stage of the journey more intuitive and interactive.

Result page

2.3

Improving refund policy clarity: Simple design refinement, major development impact

Offer selection

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Posted Jan 23, 2025

Redesign of the B2C website for a train booking platform with a major strategic shift: expanding into the European market.

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Clients

Rail Europe