Our e-commerce platform for train tickets and passes has seen a significant decline in Interrail pass purchases over the years. The Interrail pass allows travellers to explore multiple European countries with a single ticket, offering flexibility and cost savings. This year, only a third of the projected passes were sold, falling short of our budgetary goals.

Declining Purchases: Our sales data revealed that Interrail pass purchases have dropped, reaching only 1/3 of the forecast.

Low Visibility and click rate: Analytics data showed that users rarely click on the "pass" tab in the search form (0.8% over a month).

User Confusion: Qualitative interviews highlighted that many users do not understand the purpose or usage of the pass, and 22% realised after travelling they would have been better off buying a pass.

Support Complaints: Feedback from our support team indicated complaints about poorly explained seat reservations leading to additional fees.

Underutilised Global Pass: Insights from our partner experts revealed that the Global Pass, which can be more cost-effective for some users, is underutilised.

Cart suggestion: Include a pass suggestion in users' carts when the amount exceeds the pass price.

Page results suggestion: Include a pass suggestion in the Point 2 Point results list.

Improved labels: Enhance the labels of the search form tabs for better clarity.

Added explanations: Provide explanations within the search form to inform users better.

For the new B2C MVP, I designed a dedicated Interrail pass page. This page is more spacious and clear, with improved storytelling to explain the pass's benefits. The goal is to replace the need for travel agents by providing a more economical and convenient solution for users.