Networking seamless public connectivity and content.

The core problem was that Wi-Fi connectivity and people’s experience of public Wi-Fi, i.e. outside offices, is terrible in the UK, particularly in retail areas around transport hubs, even though there was a boom in the shopping experience in these retail spaces in 2019.
C3’s offering had the power to hand users from one server to another to maintain the user experience, providing an opportunity to solve this problem and make the experience better.

A user is typically someone active with a piece of technology, and at this level, there is no system to use (yet). This phase’s output is a series of archetype profiles that are an amalgamation of behaviours, and we are still establishing the role(s) they play.
When it’s applied to the GA-Wi-Fi piece, 4 archetypical target groups use the service/product: Intercity Travellers, Weekenders, City Dwellers, Commuters.

Customer types

Intercity Traveler
They typically want to stay connected with friends and family, and work safely and reliably on the train without losing data. If they’re going to new places, they want information surfaced.

Weekender
They normally travel with friends or family and want personalised content. Their family bubble has phones and tablets and wants to share that digital connection. They are interested in the places they pass and their destination. They’re less worried about time but need to know train information.

Commuter

The classic commuter travels for their job which means they like to avoid crowds and want to work uninterrupted. Time poor and when they are not working, they want to catch up on news and emails. Arrival times are critical and disruption alerts are needed for them to stay informed. Connecting train information is also key.
A common pattern was that all users value reliable connectivity and ease of use. They want to stay socially connected and be continually informed and entertained, with a preference for medium-length content.

Values establishment allows exploration of a visual language

C3 is an enabler infrastructure brand and will mostly power TOCs across England and Scotland. They stand for no barriers (whether that be connectivity or people-centred service and inclusive workplace), offer great entertainment and provide smart communication.
Their vision is that you have reliable access to information and entertainment, everywhere you go.

We talked about platform restrictions, constraints and technical requirements, but the service’s concept meant we had enough to comprehensively create a service that met the brand’s ambitions and aligned with customer behaviour.

Proposition success

Firstly having a benchmarked amount of activity per day and identifying that cost.

Secondly, identifying many passengers would be converted to portal users and purchase and consume PPV content as well as watching branded content.

Thirdly optimising content that is consumed the most and identifying an average revenue per customer metric and lastly benchmarking recommendations to other customers and brand sentiment.

An minimum viable feature set was defined that allowed the service to offer the basic user needs and balance revenue generation. That MVP user journey was the ability to connect and view travel information and watch video content.

The result of the above framework was the commission of creating the MVP and subsequent phases.