Trainline
Product integration
In 2024, with Trainline’s strong performance in the Spanish market, a new opportunity emerged as Renfe’s API became available. A key objective for Trainline in 2025 was to integrate Cercanias, Spain's regional train service, into their platform, giving users seamless access to all available trains across the country.
Company: Trainline
Team: Value team
My role: Led design and product for Phase 1, with additional support from a Product Manager in Phase 2.
FY25 Trainline’s goal
Retail all the available trains in Spain.
✊ Customer goal
Customers frequently expressed the need for a unified platform to simplify planning longer journeys without switching between different apps. Integrating all services into one place would greatly enhance their travel experience.
🎯 Business goal
The business objective was to offer Cercanías tickets, becoming the first Spanish aggregator to provide both regional and high-speed train options on a single platform.
What is Cercanías?
What is it?
Cercanías is Spain's regional rail network, providing short-distance train services primarily within urban and suburban areas.
Cercanias hubs
Madrid, Barcelona (Rodalies), Valencia, Seville, Bilbao, Málaga, Alicante, Murcia/Alicante, Zaragoza, Asturias, Santander, Cádiz, San Sebastián.
💫 North Star
Our goal was clear, but we wanted to do much more than simply retail the tickets. We recognised significant opportunities to improve the service, aiming to empower users with a smoother, more integrated journey-planning experience through our app.
Problem framing with user research
To better understand Cercanías and identify areas for improvement in Trainline’s product, we conducted comprehensive user research, including three initiatives to gather insights into customer behaviors, the purchase experience, and travel challenges.
Survey data
We worked with the research team to create a survey, which we sent out to 2000 people.
34%
of users encounter issues when purchasing on the Cercanías site, such as bugs and errors.
50%
struggle to find disruption information and don’t receive notifications about service disruptions.
33%
are uncertain about which platform to go to, especially at larger stations.
Identifying key pain points through user interviews
Through customer interviews, we selected three people from different regions of Spain who frequently use Cercanías. This approach helped us gain a deeper understanding of the service from a diverse range of user perspectives.
😡 Uncertainty and delays
Delays are not always clearly communicated, leading some users to check official websites or Twitter for real-time updates.
😵💫 Platform confusion
In larger stations, it can be difficult for travelers to find the correct platform, as platforms may change unexpectedly.
😱 Limited accessibility
Some stations lack wheelchair accessibility, making travel difficult for users with mobility challenges.
⚠️ Overcrowding
Trains often become crowded during rush hours and summer.
Alinging with tech and design
Below is the agreed-upon roadmap, outlining each phase, key objectives, and the expected NTS impact for each stage. This alignment ensures clarity across teams on the project’s progression and outcomes.
Phase 1
Enabling Cercanías to Cercanías
In Phase 1, we’ll display Cercanías timetables and enable ticket purchasing directly within each hub. Self-serve ticket exchange functionality will also be integrated. This work lays the foundation the end-to-end Cercanías integration.
Improving customer capabilities and differentiating key features from competitors:
✅ Purchase tickets from one Cercanías station to another within the hub.
✅ Access self-serve cancellation options.
✅ View accurately mapped logos per hub (e.g., Rodalies for Barcelona).
Expected impact: €34k EU NTS (low search volumes).
Delivery date: August 19, 2024
On phase 1 we wanted to focus on improving the following pain point
😵💫 Platform confusion
In larger stations, it can be difficult for travelers to find the correct platform, as platforms may change unexpectedly.
🌟 Live platform number
The live tracker displayed platform numbers to minimize confusion at the station.
Estimated impact
€1M annualised NTS 🚀
Phase 2
Connecting Cercanías with High speed
Phase 2 introduces combined ticketing for high-speed and Cercanías trains, a key differentiator for Trainline in the competitive market. The Commercial team is especially enthusiastic about this phase due to its potential to set Trainline apart.
Customer Capabilities:
✅ Search for, view timetables, and purchase tickets for routes like Sitges to El Escorial, with journeys displayed as multi-leg on the search results page.
✅ Experience a consistent interface that clearly distinguishes between providers offering free Combinado Cercanías (Iryo & Renfe) and those without (Ouigo & Avlo).
Estimated impact:
Initial Op. Size: €540k EU NTS (low search volumes)
Post-Campaign impact: Projected product goal for H2 is €4.5m, with further sizing to follow after commercial and marketing campaigns.
On phase 2 we wanted to focus on improving the following pain point
😡 Uncertainty and delays
Delays are not always clearly communicated, leading some users to check official websites or Twitter for real-time updates.
🌟 Live information and push notifications
When there is a delay, that will be notified on the app, if it’s a big delay
Estimated impact
€6.5M project all together 🚀
Further phases
In further phases, we will focus on promoting Cercanías and enhancing the user experience across key touch points:
Promotion: Display Cercanías promotions in the app merchandising slot (GTM) and on the homepage banner. Ensure promotions are visible on timetables at various touch points, including checkout, travel companion, and My Ticket screens.
Real-Time Information: Integrate real-time updates for a seamless travel experience.
Platform Enhancements: Improve platform navigation and the overall user experience.
Cancellation & Disruption Handling: Streamline the process for handling cancellations and disruptions to improve reliability.
Walk-Up and Contactless Payments: Enable contactless payment options at stations for added convenience.
Estimated Impact: TBC
ETA: TBC