The Challenge
LNER, a UK rail operator, sought to enhance the experience of families on its 4-hour journey from London to Edinburgh. They wanted to adapt Window Seater, an app offering location-based stories about places visible from the train, to engage children while keeping parents stress-free. The challenge was to pivot the app into a child-friendly experience that was entertaining, educational, and seamlessly functional.
The Solution
xCelery, in collaboration with Outlandish, facilitated a design sprint to address the needs of children and parents traveling by train. The team researched successful educational apps, studied family dynamics on train journeys, and identified features to keep children engaged. Key ideas included gamification, quizzes, interactive tutorials, vibrant cartoon graphics, and animated elements replacing the original map visuals.
Vimi helped craft mood boards and wireframes, drawing inspiration from child-focused platforms like Khan Academy Kids and Duolingo. This work informed a coherent, child-friendly user interface that retained Window Seater's storytelling charm while introducing playful interactivity.
VD Web Engineering handled the app’s technical execution, overcoming challenges such as real-time train mapping on an animated display. After rapid development, the team conducted live user testing with families traveling from London to York, validating the app’s design and functionality.
The Outcome
The revamped Window Seater app successfully entertained children and reduced parental stress during LNER journeys. Launched during the summer vacation, the app garnered strong user engagement and positive PR for LNER, delighting families and strengthening LNER’s brand as a family-friendly rail service.