Blikbillet: Seamless, accessible and universal train travel

Blikbillet

project type

Concept

ROLE

Individual project

EXPERTISE

UX/UI Design

YEAR

2024

Project description

A concept for DSB (Danish State Railways) that reimagines ticket purchasing by combining digital convenience with physical accessibility. Blikbillet is simplifies and modernises the purchasing experience by leveraging iOS App Clips and Android Instant Experiences to allow users to buy tickets instantly—without downloading an app, creating an account, or entering payment details.

Challenge

Research revealed a significant gap in DSB's ticketing ecosystem. Current ticketing methods are either digital (requiring app downloads and account creation) or accessible (physical machines, which are slow and confusing). While ticket vending machines provided accessible, trustworthy service, they frustrated users with slow interfaces and poor feedback. Digital alternatives like apps created friction for tourists and occasional travelers unwilling to download apps or enter payment details.

Ways of working

Blikbillet bridges this gap by offering a digital yet universally accessible option. Users can purchase tickets in seconds, with the ticket automatically added to their digital wallet.

Process

Using the Design Thinking Double Diamond methodology, I conducted desk research, on-site observations, and user interviews to identify pain points. Key insights showed that users wanted immediate, secure purchases without setup overhead—particularly tourists and infrequent Danish travelers.

1. Discover & Define

  • Desk Research: Mapped the current landscape of train ticketing in Denmark, identifying gaps between digital and physical solutions. Analyzed user behaviors, pain points, and technological opportunities.

  • User Research: Conducted observations and interviews with both locals and tourists at train stations to understand their ticketing habits, frustrations, and needs.

  • Key Insights:

    • Users often avoid apps due to the hassle of downloads, account creation, and payment entry.

    • Physical ticket machines, while familiar, are slow and confusing, especially for first-time users.

    • There is a strong demand for a solution that is both digital and instantly accessible.

2. Ideate

  • Brainstormed solutions that could leverage existing mobile technologies to simplify ticketing.

  • Explored NFC, App Clips, and Instant Experiences as ways to create an app-free, low-friction experience.

  • Developed user flows and wireframes focused on minimal steps and maximum clarity.

3. Develop

  • Designed a progressive prototype using Figma, ensuring the interface was intuitive and aligned with native iOS/Android patterns.

  • Iterated based on feedback to refine the interaction, focusing on:

    • Speed: Reducing the number of taps required to purchase a ticket.

    • Trust: Using familiar payment methods (Apple/Google Pay) and clear visual feedback.

    • Accessibility: Ensuring the solution worked for users of all technical backgrounds.

4. Prototype & Test

  • Built interactive prototypes for both iOS App Clips and Android Instant Experiences.

  • Tested the prototype with potential users to validate the concept and gather feedback on usability.

  • Refined the design to address any friction points, such as unclear instructions or unexpected steps.

5. Deliver

  • Finalized a high-fidelity prototype that demonstrates the end-to-end experience: from tapping an NFC sensor to receiving a ticket in the user’s digital wallet.

  • Documented the solution in a presentation and abstract, outlining the technical feasibility, user benefits, and potential impact for DSB.

Solution

Blikbillet leverages iOS App Clips and Android Instant Experiences to enable contactless ticket purchasing. When users approach NFC sensors at stations, a simplified interface appears on their phones—no app download required. They select destination and ticket quantity, pay via Apple Pay/Google Pay, and receive digital tickets directly to their Wallet.

The interface uses only native UI components to minimize development resources and ensure familiarity across cultural backgrounds.

Tools & Technologies

Figma (prototyping), iOS App Clips, Android Instant Experiences, iBeacons, NFC/location-based services, Apple Pay/Google Pay integration

Calendar Integration

Seamless integration with popular calendar platforms such as Google Calendar and Outlook, ensuring synchronized scheduling across devices.

Personalization

Customizable settings allow users to tailor scheduling preferences and priorities to their unique needs.

Prototype on Figma ↗

Prototype on Figma ↗

Prototype on Figma ↗

Outcome

A functional iOS prototype demonstrating how existing technologies can eliminate friction in public transit ticketing while maintaining the accessibility and trust users expect from physical ticket machines.

Impact & Value

Eliminates barriers to digital ticketing, making it as easy as using a physical machine but faster and more intuitive.

Inclusive

Accessible to all smartphone users, regardless of technical proficiency or app familiarity.

Efficient

Reduces queues and wait times at stations, improving the overall travel experience.

Innovation

Blikbillet is a forward-thinking solution that aligns with the growing trend of app-free, instant digital services.

Accessibility

Addresses the needs of diverse users, from tech-savvy commuters to occasional travelers and tourists.

Scalability

The concept can be adapted for other public transport systems, both in Denmark and internationally.