Acela for Amtrak
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Interiors for high-speed train
Amtrak engaged IDEO and the New York-based branding firm OH&Co;. to propose a strategy for its new high-speed rail service between Boston and Washington, D.C. The challenge was to differentiate rail travel from airlines and automobiles in quality of service across all aspects of the experience of rail travel. IDEO identified ten steps in the passenger’s journey, from learning about Amtrak and planning a trip through to arriving at the destination and continuing on.
To understand Amtrak’s vision, IDEO’s team rode trains, toured stations, interviewed senior management, and analyzed Amtrak’s information distribution and advertising campaigns. They conducted in-depth user profiles and studied Amtrak’s customer research. This information guided the development of trainset layout and design, a set of station concepts, and a brand strategy and image platform. Through this integrated design approach, IDEO presented a complete program that aimed at rising above simply presenting a new trainset but a new vision of 21st century transportation.
Project date: 1999