Ines.Hsieh
Case studies
Japan Rail Search and Booking Experience Design
SCM Ticket Redemption Features and Experience Redesign
Exploratory Research and New Product Ideation
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Ines.Hsieh
Ines.Hsieh
KKday:
Japan Rail Search and Booking Experience Design
April 22, 2025
#Travel
Overview
Project Summary
Opportunity
As travel picked up again after the pandemic, Japan stayed a favourite destination for many travellers from APAC. Since trains are a popular way to get around, KKday wanted to offer Japan rail tickets to give customers more choices and stay competitive in the market.
Project Summary
Goals
Our goal was to create an easy-to-use train ticket search and booking system for international travelers, aiming to reach sales targets, reduce customer complaints, and match the performance of our European rail service.
Project Summary
Results
We launched Japan rail booking services and tracked performance from January 20 to March 26, 2023. Achieved +19% conversion rate above target, cut booking time nearly in half, and reduced cancellations by 72%. Customer support issues and complaints were minimal.
Project Information
Timeline
Aug 8 – Sep 13, 2024 (5 weeks)
Scope
Web (Desktop & Mobile)
App (iOS & Android)
Team
Product Designer (my role)
Project Manager
Developers
Business Developers
SEO Specialist
QA Team
Responsibilities
UX Research & PRD Development
Interaction & Visual Design
Design Handoffs & QA Support
Project Summary
Opportunity
As travel picked up again after the pandemic, Japan stayed a favourite destination for many travellers from APAC. Since trains are a popular way to get around, KKday wanted to offer Japan rail tickets to give customers more choices and stay competitive in the market.
Project Summary
Goals
Our goal was to create an easy-to-use train ticket search and booking system for international travelers, aiming to reach sales targets, reduce customer complaints, and match the performance of our European rail service.
Project Summary
Results
We launched Japan rail booking services and tracked performance from January 20 to March 26, 2023. Achieved +19% conversion rate above target, cut booking time nearly in half, and reduced cancellations by 72%. Customer support issues and complaints were minimal.
Project Information
Timeline
Aug 8 – Sep 13, 2024 (5 weeks)
Scope
Web (Desktop & Mobile)
App (iOS & Android)
Team
Product Designer (my role)
Project Manager
Developers
Business Developers
SEO Specialist
QA Team
Responsibilities
UX Research & PRD Development
Interaction & Visual Design
Design Handoffs & QA Support
Project Summary
Opportunity
As travel picked up again after the pandemic, Japan stayed a favourite destination for many travellers from APAC. Since trains are a popular way to get around, KKday wanted to offer Japan rail tickets to give customers more choices and stay competitive in the market.
Project Summary
Goals
Our goal was to create an easy-to-use train ticket search and booking system for international travelers, aiming to reach sales targets, reduce customer complaints, and match the performance of our European rail service.
Project Summary
Results
We launched Japan rail booking services and tracked performance from January 20 to March 26, 2023. Achieved +19% conversion rate above target, cut booking time nearly in half, and reduced cancellations by 72%. Customer support issues and complaints were minimal.
Project Information
Timeline
Aug 8 – Sep 13, 2024 (5 weeks)
Scope
Web (Desktop & Mobile)
App (iOS & Android)
Team
Product Designer (my role)
Project Manager
Developers
Business Developers
SEO Specialist
QA Team
Responsibilities
UX Research & PRD Development
Interaction & Visual Design
Design Handoffs & QA Support
Project Summary
Opportunity
As travel picked up again after the pandemic, Japan stayed a favourite destination for many travellers from APAC. Since trains are a popular way to get around, KKday wanted to offer Japan rail tickets to give customers more choices and stay competitive in the market.
Project Summary
Goals
Our goal was to create an easy-to-use train ticket search and booking system for international travelers, aiming to reach sales targets, reduce customer complaints, and match the performance of our European rail service.
Project Summary
Results
We launched Japan rail booking services and tracked performance from January 20 to March 26, 2023. Achieved +19% conversion rate above target, cut booking time nearly in half, and reduced cancellations by 72%. Customer support issues and complaints were minimal.
Project Information
Timeline
Aug 8 – Sep 13, 2024 (5 weeks)
Scope
Web (Desktop & Mobile)
App (iOS & Android)
Team
Product Designer (my role)
Project Manager
Developers
Business Developers
SEO Specialist
QA Team
Responsibilities
UX Research & PRD Development
Interaction & Visual Design
Design Handoffs & QA Support
Process
01 Research & Define
Collect information
Set design goals
Define scope (design requirements)
Customer Journey Map
By mapping out the user journey, we were able to define clear product requirements.
02 Design & Refine
Explore and decide on design solutions
Design wireflow
Design UI
Create spec & guideline
User Flow & Information Architecture
Before diving into the design, I reviewed the existing information architecture and design assets of KKday’s products to ensure consistency and support efficient development. Building on this foundation, I created wireflows and detailed specifications for the new Japan Rail service. I also explored different design directions and collaborated closely with the teams through design reviews to refine the final solutions.
03 Release & Measure
Deliver design handoff
Conduct design qa
Measure design
Support iterations
Document and share design assets and knowledge
Design & Spec
After completing the wireflows, I focused on crafting the user interface and generating clear, detailed design guidelines for the development process.
01 Research & Define
Collect information
Set design goals
Define scope (design requirements)
Customer Journey Map
By mapping out the user journey, we were able to define clear product requirements.
02 Design & Refine
Explore and decide on design solutions
Design wireflow
Design UI
Create spec & guideline
User Flow & Information Architecture
Before diving into the design, I reviewed the existing information architecture and design assets of KKday’s products to ensure consistency and support efficient development. Building on this foundation, I created wireflows and detailed specifications for the new Japan Rail service. I also explored different design directions and collaborated closely with the teams through design reviews to refine the final solutions.
03 Release & Measure
Deliver design handoff
Conduct design qa
Measure design
Support iterations
Document and share design assets and knowledge
Design & Spec
After completing the wireflows, I focused on crafting the user interface and generating clear, detailed design guidelines for the development process.
01 Research & Define
Collect information
Set design goals
Define scope (design requirements)
Customer Journey Map
By mapping out the user journey, we were able to define clear product requirements.
02 Design & Refine
Explore and decide on design solutions
Design wireflow
Design UI
Create spec & guideline
User Flow & Information Architecture
Before diving into the design, I reviewed the existing information architecture and design assets of KKday’s products to ensure consistency and support efficient development. Building on this foundation, I created wireflows and detailed specifications for the new Japan Rail service. I also explored different design directions and collaborated closely with the teams through design reviews to refine the final solutions.
03 Release & Measure
Deliver design handoff
Conduct design qa
Measure design
Support iterations
Document and share design assets and knowledge
Design & Spec
After completing the wireflows, I focused on crafting the user interface and generating clear, detailed design guidelines for the development process.
01 Research & Define
Collect information
Set design goals
Define scope (design requirements)
Customer Journey Map
By mapping out the user journey, we were able to define clear product requirements.
02 Design & Refine
Explore and decide on design solutions
Design wireflow
Design UI
Create spec & guideline
User Flow & Information Architecture
Before diving into the design, I reviewed the existing information architecture and design assets of KKday’s products to ensure consistency and support efficient development. Building on this foundation, I created wireflows and detailed specifications for the new Japan Rail service. I also explored different design directions and collaborated closely with the teams through design reviews to refine the final solutions.
03 Release & Measure
Deliver design handoff
Conduct design qa
Measure design
Support iterations
Document and share design assets and knowledge
Design & Spec
After completing the wireflows, I focused on crafting the user interface and generating clear, detailed design guidelines for the development process.
Output
Mobile
PC
Home Page
Search Result Page
Booking Page
Payment Page
Order Result Page
My Order Page
Next Steps
We’ll continue tracking performance and gathering user feedback to guide ongoing improvements.
Looking ahead, our plans include:
Partnering with more Japanese railway operators.
Expanding ticket availability through stronger collaborations with rail service providers.
Increasing visibility and driving more traffic to the service.
Continuously refining the user experience.
KKday:
Japan Rail Search and Booking Experience Design
April 22, 2025
#Travel
Overview
Project Summary
Opportunity
As travel picked up again after the pandemic, Japan stayed a favourite destination for many travellers from APAC. Since trains are a popular way to get around, KKday wanted to offer Japan rail tickets to give customers more choices and stay competitive in the market.
Project Summary
Goals
Our goal was to create an easy-to-use train ticket search and booking system for international travelers, aiming to reach sales targets, reduce customer complaints, and match the performance of our European rail service.
Project Summary
Results
We launched Japan rail booking services and tracked performance from January 20 to March 26, 2023. Achieved +19% conversion rate above target, cut booking time nearly in half, and reduced cancellations by 72%. Customer support issues and complaints were minimal.
Project Information
Timeline
Aug 8 – Sep 13, 2024 (5 weeks)
Scope
Web (Desktop & Mobile)
App (iOS & Android)
Team
Product Designer (my role)
Project Manager
Developers
Business Developers
SEO Specialist
QA Team
Responsibilities
UX Research & PRD Development
Interaction & Visual Design
Design Handoffs & QA Support
Project Summary
Opportunity
As travel picked up again after the pandemic, Japan stayed a favourite destination for many travellers from APAC. Since trains are a popular way to get around, KKday wanted to offer Japan rail tickets to give customers more choices and stay competitive in the market.
Project Summary
Goals
Our goal was to create an easy-to-use train ticket search and booking system for international travelers, aiming to reach sales targets, reduce customer complaints, and match the performance of our European rail service.
Project Summary
Results
We launched Japan rail booking services and tracked performance from January 20 to March 26, 2023. Achieved +19% conversion rate above target, cut booking time nearly in half, and reduced cancellations by 72%. Customer support issues and complaints were minimal.
Project Information
Timeline
Aug 8 – Sep 13, 2024 (5 weeks)
Scope
Web (Desktop & Mobile)
App (iOS & Android)
Team
Product Designer (my role)
Project Manager
Developers
Business Developers
SEO Specialist
QA Team
Responsibilities
UX Research & PRD Development
Interaction & Visual Design
Design Handoffs & QA Support
Project Summary
Opportunity
As travel picked up again after the pandemic, Japan stayed a favourite destination for many travellers from APAC. Since trains are a popular way to get around, KKday wanted to offer Japan rail tickets to give customers more choices and stay competitive in the market.
Project Summary
Goals
Our goal was to create an easy-to-use train ticket search and booking system for international travelers, aiming to reach sales targets, reduce customer complaints, and match the performance of our European rail service.
Project Summary
Results
We launched Japan rail booking services and tracked performance from January 20 to March 26, 2023. Achieved +19% conversion rate above target, cut booking time nearly in half, and reduced cancellations by 72%. Customer support issues and complaints were minimal.
Project Information
Timeline
Aug 8 – Sep 13, 2024 (5 weeks)
Scope
Web (Desktop & Mobile)
App (iOS & Android)
Team
Product Designer (my role)
Project Manager
Developers
Business Developers
SEO Specialist
QA Team
Responsibilities
UX Research & PRD Development
Interaction & Visual Design
Design Handoffs & QA Support
Project Summary
Opportunity
As travel picked up again after the pandemic, Japan stayed a favourite destination for many travellers from APAC. Since trains are a popular way to get around, KKday wanted to offer Japan rail tickets to give customers more choices and stay competitive in the market.
Project Summary
Goals
Our goal was to create an easy-to-use train ticket search and booking system for international travelers, aiming to reach sales targets, reduce customer complaints, and match the performance of our European rail service.
Project Summary
Results
We launched Japan rail booking services and tracked performance from January 20 to March 26, 2023. Achieved +19% conversion rate above target, cut booking time nearly in half, and reduced cancellations by 72%. Customer support issues and complaints were minimal.
Project Information
Timeline
Aug 8 – Sep 13, 2024 (5 weeks)
Scope
Web (Desktop & Mobile)
App (iOS & Android)
Team
Product Designer (my role)
Project Manager
Developers
Business Developers
SEO Specialist
QA Team
Responsibilities
UX Research & PRD Development
Interaction & Visual Design
Design Handoffs & QA Support
Process
01 Research & Define
Collect information
Set design goals
Define scope (design requirements)
Customer Journey Map
By mapping out the user journey, we were able to define clear product requirements.
02 Design & Refine
Explore and decide on design solutions
Design wireflow
Design UI
Create spec & guideline
User Flow & Information Architecture
Before diving into the design, I reviewed the existing information architecture and design assets of KKday’s products to ensure consistency and support efficient development. Building on this foundation, I created wireflows and detailed specifications for the new Japan Rail service. I also explored different design directions and collaborated closely with the teams through design reviews to refine the final solutions.
03 Release & Measure
Deliver design handoff
Conduct design qa
Measure design
Support iterations
Document and share design assets and knowledge
Design & Spec
After completing the wireflows, I focused on crafting the user interface and generating clear, detailed design guidelines for the development process.
01 Research & Define
Collect information
Set design goals
Define scope (design requirements)
Customer Journey Map
By mapping out the user journey, we were able to define clear product requirements.
02 Design & Refine
Explore and decide on design solutions
Design wireflow
Design UI
Create spec & guideline
User Flow & Information Architecture
Before diving into the design, I reviewed the existing information architecture and design assets of KKday’s products to ensure consistency and support efficient development. Building on this foundation, I created wireflows and detailed specifications for the new Japan Rail service. I also explored different design directions and collaborated closely with the teams through design reviews to refine the final solutions.
03 Release & Measure
Deliver design handoff
Conduct design qa
Measure design
Support iterations
Document and share design assets and knowledge
Design & Spec
After completing the wireflows, I focused on crafting the user interface and generating clear, detailed design guidelines for the development process.
01 Research & Define
Collect information
Set design goals
Define scope (design requirements)
Customer Journey Map
By mapping out the user journey, we were able to define clear product requirements.
02 Design & Refine
Explore and decide on design solutions
Design wireflow
Design UI
Create spec & guideline
User Flow & Information Architecture
Before diving into the design, I reviewed the existing information architecture and design assets of KKday’s products to ensure consistency and support efficient development. Building on this foundation, I created wireflows and detailed specifications for the new Japan Rail service. I also explored different design directions and collaborated closely with the teams through design reviews to refine the final solutions.
03 Release & Measure
Deliver design handoff
Conduct design qa
Measure design
Support iterations
Document and share design assets and knowledge
Design & Spec
After completing the wireflows, I focused on crafting the user interface and generating clear, detailed design guidelines for the development process.
01 Research & Define
Collect information
Set design goals
Define scope (design requirements)
Customer Journey Map
By mapping out the user journey, we were able to define clear product requirements.
02 Design & Refine
Explore and decide on design solutions
Design wireflow
Design UI
Create spec & guideline
User Flow & Information Architecture
Before diving into the design, I reviewed the existing information architecture and design assets of KKday’s products to ensure consistency and support efficient development. Building on this foundation, I created wireflows and detailed specifications for the new Japan Rail service. I also explored different design directions and collaborated closely with the teams through design reviews to refine the final solutions.
03 Release & Measure
Deliver design handoff
Conduct design qa
Measure design
Support iterations
Document and share design assets and knowledge
Design & Spec
After completing the wireflows, I focused on crafting the user interface and generating clear, detailed design guidelines for the development process.
Output
Mobile
PC
Home Page
Search Result Page
Booking Page
Payment Page
Order Result Page
My Order Page
Next Steps
We’ll continue tracking performance and gathering user feedback to guide ongoing improvements.
Looking ahead, our plans include:
Partnering with more Japanese railway operators.
Expanding ticket availability through stronger collaborations with rail service providers.
Increasing visibility and driving more traffic to the service.
Continuously refining the user experience.
KKday:
Japan Rail Search and Booking Experience Design
April 22, 2025
#Travel
Overview
Project Summary
Opportunity
As travel picked up again after the pandemic, Japan stayed a favourite destination for many travellers from APAC. Since trains are a popular way to get around, KKday wanted to offer Japan rail tickets to give customers more choices and stay competitive in the market.
Goals
Our goal was to create an easy-to-use train ticket search and booking system for international travelers, aiming to reach sales targets, reduce customer complaints, and match the performance of our European rail service.
Results
We launched Japan rail booking services and tracked performance from January 20 to March 26, 2023. Achieved +19% conversion rate above target, cut booking time nearly in half, and reduced cancellations by 72%. Customer support issues and complaints were minimal.
Project Information:
Timeline: Aug 8 – Sep 13, 2024 (5 weeks)
Scope: Web (Desktop & Mobile), App (iOS & Android)
Team: Product Designer (my role), Project Manager, Developers, Business Developers, SEO Specialist, QA Team
Responsibilities: UX Research & PRD Development, Interaction & Visual Design, Design Handoffs & QA Support
Process
Research & Define
Collect information
Set design goals
Define scope (design requirements)
Design & Refine
Explore and decide on design solutions
Design wireflow
Design UI
Create spec & guideline
Release & Measure
Deliver design handoff
Conduct design qa
Measure design
Support iterations
Document and share design assets and knowledge
Customer Journey Map
By mapping out the user journey, we were able to define clear product requirements.
Output
UI & Interaction
Mobile
PC
Home Page
Search Result Page
Booking Page
Payment Page
Order Result Page
My Order Page
Next Steps
We’ll continue tracking performance and gathering user feedback to guide ongoing improvements.
Looking ahead, our plans include:
Partnering with more Japanese railway operators.
Expanding ticket availability through stronger collaborations with rail service providers.
Increasing visibility and driving more traffic to the service.
Continuously refining the user experience.
KKday:
Japan Rail Search and Booking Experience Design
April 22, 2025
#Travel
Overview
Project Summary
Opportunity
As travel picked up again after the pandemic, Japan stayed a favourite destination for many travellers from APAC. Since trains are a popular way to get around, KKday wanted to offer Japan rail tickets to give customers more choices and stay competitive in the market.
Goals
Our goal was to create an easy-to-use train ticket search and booking system for international travelers, aiming to reach sales targets, reduce customer complaints, and match the performance of our European rail service.
Results
We launched Japan rail booking services and tracked performance from January 20 to March 26, 2023. Achieved +19% conversion rate above target, cut booking time nearly in half, and reduced cancellations by 72%. Customer support issues and complaints were minimal.
Project Information:
Timeline: Aug 8 – Sep 13, 2024 (5 weeks)
Scope: Web (Desktop & Mobile), App (iOS & Android)
Team: Product Designer (my role), Project Manager, Developers, Business Developers, SEO Specialist, QA Team
Responsibilities: UX Research & PRD Development, Interaction & Visual Design, Design Handoffs & QA Support
Process
Research & Define
Collect information
Set design goals
Define scope (design requirements)
Design & Refine
Explore and decide on design solutions
Design wireflow
Design UI
Create spec & guideline
Release & Measure
Deliver design handoff
Conduct design qa
Measure design
Support iterations
Document and share design assets and knowledge
Customer Journey Map
By mapping out the user journey, we were able to define clear product requirements.
Output
UI & Interaction
Mobile
PC
Home Page
Search Result Page
Booking Page
Payment Page
Order Result Page
My Order Page
Next Steps
We’ll continue tracking performance and gathering user feedback to guide ongoing improvements.
Looking ahead, our plans include:
Partnering with more Japanese railway operators.
Expanding ticket availability through stronger collaborations with rail service providers.
Increasing visibility and driving more traffic to the service.
Continuously refining the user experience.