Since thetrainline is all about 'booking tickets the easy way', our redesign had to make booking tickets even easier. Close technical communication with thetrainline's IT partner Cap Gemini proved critical in ensuring the coherence of our interface design. We simplified the brand's visual language and introduced a more user-friendly tone of voice. We made the booking process more intuitive and all copy simple and clear.

Results proved that our aim to raise the 'look to book' ratio was successful, as Start's redesign of thetrainline site increased average year-on-year revenue by 123.27% over the first three months of 2002 alone.