OUIGO
OUIGO runs train travel across France. I joined as UX/UI Designer in 2023 to redesign both ends of the booking experience: the point of sale, where people buy tickets, and after sales, where they manage a booking they already made.
Client
OUIGO
Type
Product Design
Year
2023
One upsell logic, two moments in the relationship
In 2023, the brief set two goals that don't naturally sit together: grow additional revenue through fare upgrades, baggage and seat selection, and at the same time make the journey simpler for someone just trying to manage what they'd already booked. The existing flow had real friction behind it: a calendar that mixed up prices and dates in a confusing way, no clear sense of whether you were booking one way or round trip, and a cheaper fare, Train Classique, that wasn't always visible depending on where you looked.
Purchase Flow
At checkout, the goal was to offer people something extra at the right moment, without pushing it on them. That meant a new search engine and fare selection flow, including FLEXY, a new paid option (7 euros per passenger per trip, free for kids) that waives exchange fees, adapted from a similar option the Spain team already used and simplified to France's two fare tiers.
One upsell logic, two moments in the relationship
After-sales Flow
At checkout, the goal was to offer people something extra at the right moment, without pushing it on them. That meant a new search engine and fare selection flow, including FLEXY, a new paid option (7 euros per passenger per trip, free for kids) that waives exchange fees, adapted from a similar option the Spain team already used and simplified to France's two fare tiers.
Outcome
There’s no data available on how it performed long term. What did ship: a new paid flexibility option, fare upgrades, baggage and seat selection, and a booking flow that resolved the specific friction points flagged in the original brief.
Product UI
Two brand colors had to do double duty, showing fare tiers and prices, without clashing with the system's existing warning and success colors.
