The challenge
Passengers could book a journey easily but still struggle to find the correct vehicle at a crowded station. Several similar vehicles might carry the same colours while travelling to different destinations. Information on the ticket did not always connect clearly with what a passenger saw in front of them.
The company knew the problem existed. It did not yet have a shared picture of a possible response.
What we did
We explored augmented reality as a way to place useful ride information into the passenger’s view of the station. The work began with the situations where help was genuinely needed: arriving, locating the correct vehicle, and confirming the departure.
The concept showed how ride markers, directions, and relevant information could work through a mobile experience. Making the idea visible allowed business, brand, and technical teams to evaluate the same proposal instead of discussing an abstract technology.
The value created
We converted a recurring but loosely defined frustration into a product proposal the organisation could investigate. A business team was assigned to assess its commercial potential, while a technical team began examining integration and implementation options.
- A specific passenger problem instead of a general technology opportunity
- A concept different teams could evaluate together
- Clear questions to investigate before committing to development
This story demonstrates a successful direction decision. It does not claim that the concept was launched.