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Go AheadIn Motion


Designing and launching a breakthrough entertainment platform to transform rail travel



Wifi provision had been identified by Go Ahead (London Midland) as a source of consumer frustration in the rail industry. It was often expensive and inconsistent. Their ambition was to lead the market with a breakthrough new offering, rooted in consumer needs and designed to exponentially improve the experience of travel.



We embarked on a collaborative, iterative and fast paced process to understand what we could offer consumers that was both desirable and feasible. From the beginning, we worked with London Midland’s train tech provider Icomera and content partner Whoosh on a series of sprints.

From exploring ideas and landing on our breakthrough ambition, to testing a POC with consumers, to iterating based on feedback and additional research. We ran an additional 2 design sprints to optimise all parts of the journey, from signing up, to finding content, to linking with customer service to offer a cohesive and seamless experience. We also revamped the design language of the platform, taking an atomic design approach resulting in a platform that was both scalable and flexible enough to be rebranded to other rail networks within the GoAhead Group.

From here, we accelerated to launching Motion - a free onboard entertainment platform allowing customers to access movies, TV shows, books and games from partners such as amazon Prime - all directly via consumers’ own devices, without the need to download an external app.

Now onboard entertaintment really doesn’t have to be boring.



Our multi-award winning platform was rolled out across 4 other rail providers within the GoAhead Group within a year of launch, available on 55 million passenger journeys.


increase in registered customers
users in the first month
sessions within 6 months


CXA Awards


Customer Experience Awards - 2017


Category: Digital Innovation

CXA Awards


Customer Experience Awards - 2017


Category: Hospitality, Leisure & Travel

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