With more than 30 million passengers traveling on Amtrak, the brand is iconic with a loyal, diverse and vast audience.
Amtrak launched the Fare Families program to allow passengers to purchase tickets with different fare rules. The Fare Families concept introduced multiple fare options for each logical trip.
The changes contained new and modified functionality necessary to implement Fare Families on the Amtrak mobile website. I was concern the customer would be overwhelmed with all the information. It was important that the fare rules were displayed through a clear and intuitive interface and all the travel scenarios were considered.