Etihad Rail sought to transform its catering services, and we partnered with them to revolutionise the customer experience. Our collaborative approach, combined with our expertise in design thinking, allowed us to generate multiple Catering Concepts that addressed the identified requirements. By deploying a concept book that visually illustrated the Design Principles and showcasing possible user journeys, we brought the concepts to life and created prototypes that underwent iterative refinement based on feedback and testing.
Ideation, Prototyping, and User Validation
During the ideation and prototyping phase, we explored various solutions and validated them to ensure they met both user needs and organisational goals. We rigorously evaluated the Catering Concepts and possible customer journeys against defined criteria, including feasibility, viability, and desirability. This evaluation process helped us identify strengths, weaknesses, and areas for improvement, enabling us to refine the concepts further. Moreover, we validated the concepts against Etihad Rail’s future plans to ensure scalability and flexibility.
Benchmarking and Empathizing for Innovation
To gain a deep understanding of the target market and align with Etihad Rail’s vision and objectives, we conducted a comprehensive evaluation of global catering services. By benchmarking best practices and identifying opportunities for innovation, we were able to bring fresh ideas to the table. Additionally, we empathized with the needs of the passengers, defining key requirements for the Catering Concepts based on customer preferences, train and station requirements, logistics, processes, organisation, and equipment.
A User-Centric, Innovative Catering Concept
Our research, analysis, and design thinking approach culminated in the adoption of a Catering Concept that is truly user-centric, innovative, and aligned with Etihad Rail’s vision and objectives. By continuously seeking feedback, conducting iterations, and fine-tuning the concepts, we ensured that the final solution met the highest standards of excellence and customer satisfaction. The adopted Catering Concept seamlessly integrates into Etihad Rail’s overall customer experience strategy, enhancing the journey for passengers while driving the organisation towards its goals.
