Photo Courtesy: Stanley G. Mathu (Unsplash)
Introduction: Revolutionizing Rail Travel in Kenya
In an age where digital convenience defines modern mobility, Kenya’s Madaraka Express Standard Gauge Railway (SGR) stands as a beacon of progress—offering speed, reliability, and comfort for thousands of daily commuters. Yet, while the trains themselves are a marvel of infrastructure, the digital experience lagged behind.
The existing ticketing system, though functional on desktop, failed to meet the needs of on-the-go travelers reliant on smartphones. Long queues, clunky interfaces, and fragmented user journeys created friction at every step. Recognizing this gap, I set out to reimagine the SGR ticketing experience—transforming it from a transactional necessity into a seamless, intuitive, and even delightful mobile experience.
This case study chronicles my journey—from user research to high-fidelity prototyping—culminating in a mobile-first design that simplifies booking, enhances accessibility, and aligns with the SGR’s vision of modern, efficient travel.
The Problem: Why Did the SGR Need a Mobile App?
While the desktop booking system worked, it suffered from critical limitations:
Desktop dependency – Not everyone has consistent access to a computer.
Cumbersome workflows – Multiple redirects, unclear seat selection, and payment friction.
Lack of real-time updates – Passengers often missed delays or schedule changes.
No personalization – Frequent travelers had to re-enter details repeatedly.
Key Pain Points Identified
Complex payment flows (multiple verifications, no saved methods)
Unclear policies (refunds, cancellations, luggage rules)
Poor mobile responsiveness (existing web version wasn’t optimized)
No seat previews (users couldn’t visualize their choices)
The Opportunity?
A mobile-native ticketing app that eliminates friction, anticipates user needs, and makes rail travel effortless.
Design Process: A Symphony of Empathy, Strategy, and Execution
My design process was not a linear progression but rather an iterative cycle of research, ideation, prototyping, and validation, driven by a deep commitment to understanding and addressing the needs of the Madaraka Express SGR traveler.
Phase 1: Deep Dive – Unearthing User Needs and Contextual Realities
Phase 2: Strategic Framework – Defining Goals and Guiding Principles
Based on the rich insights gathered during the research phase, I established a clear set of design goals and guiding principles to ensure a focused and effective design process.
Design Goals:
Elevate User Efficiency: Reduce the time and effort required to search, select, and purchase train tickets.
Enhance Information Transparency: Provide clear, real-time access to all relevant journey-related information.
Foster User Confidence: Create a secure and reliable platform that instills trust throughout the booking and travel process.
Drive User Engagement: Develop an application that users find valuable beyond just ticketing, encouraging repeat usage and brand loyalty.
Ensure Universal Accessibility: Design an application that is usable by individuals with diverse abilities and technological proficiencies, adhering to WCAG guidelines.
Guiding Principles:
Intuitive Navigation: Prioritize clear and consistent navigation patterns that enable users to effortlessly find what they need.
Visual Clarity: Employ a clean and visually appealing design language that enhances readability and reduces cognitive load.
Contextual Relevance: Provide users with the right information at the right time, within the appropriate context of their journey.
Seamless Integration: Ensure smooth transitions between different stages of the booking and travel experience.
Human-Centered Approach: Continuously iterate based on user feedback and prioritize their needs in every design decision.
Phase 3: Conceptualization and Structure – Crafting the User Journey and Information Architecture
Phase 4: Visual Identity and Interface Design – Bringing the Experience to Life
Conclusion: Crafting a Digital Gateway to Seamless Travel
The journey of designing the Madaraka Express SGR mobile ticketing application was a deeply rewarding exercise in user-centered innovation. By moving beyond the transactional nature of ticket purchasing and focusing on the holistic travel experience, I aimed to create a digital gateway that truly complements the efficiency and comfort of the SGR itself.
The design approach was a deliberate fusion of intuitive navigation and a visually engaging aesthetic, transforming tasks such as schedule exploration, seat selection, and payment processing into a fluid and even enjoyable interaction. Through rigorous user research and iterative refinement, the goal was to craft an application that is not only functional but also accessible and delightful for a diverse range of users, from the digitally native to those less familiar with mobile interfaces.
This case study underscores the profound impact of user research and data-informed design decisions. The resulting application is more than just lines of code and pixels; it's a carefully constructed narrative that unfolds with every tap and swipe. While this design exploration represents a significant step forward, the journey of continuous improvement is ongoing. Moving forward, the focus will be on persistent refinement, feature enrichment, and leveraging user feedback to ensure the Madaraka Express SGR mobile application remains a cornerstone of a seamless and modern travel experience in Kenya. The ultimate measure of success will be the tangible enhancement of the passenger journey, making every trip as smooth and enjoyable as
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