Increasing Ridership and Revenue
Brightline, a high-speed rail service based in Florida, sought to modernize their digital experiences to match the seamlessness and luxury of their physical train rides. However, fragmented systems and data silos constrained marketing efforts, and inconsistent digital touchpoints frustrated riders. With Brightline preparing to open their new Orlando station, they needed more intuitive, dependable, and scalable digital solutions. To achieve their vision of fully modernizing train travel, Brightline partnered with WillowTree's entire end-to-end suite of capabilities to deliver a revamped website, native apps (iOS and Android), kiosks, digital signage, and a digital marketing engine fueled by Adobe Experience Cloud. The resulting transformation is delighting travelers with a best-in-class digital experience worthy of Brightline’s premium brand. Get on board...
Digital Strategy
Research Reveals Opportunities
WillowTree first conducted immersive research — including field interviews, usability testing, an analytics deep dive — to uncover opportunities to improve Brightline’s digital presence. We also tapped our WillowTree Expert Network, engaging academics from the Dutch Railways Innovation Lab as well as European train travel influencers to implement a Rail CX Model for Brightline. Customer journey mapping and benchmarking against global rail leaders suggested that streamlining booking, expanding self-service, and increasing reliability would substantially improve customer experience. These insights drove a three-tiered strategy focused on: Foundational improvements, Personalization opportunities, and a forward-looking Transformation roadmap.
“Our Foundation recommendations focused on improvements in booking, self-service, and product reliability, aiming for greater speed and ease across the board to drive ridership and revenue.”
Margo BulkaSenior Director of Product Strategy, WillowTree
