Transforming LNER into a Smart, Customer-Centric Rail Operator

LNER serves thousands of passengers daily along the East Coast, combining its role as a rail service provider with full ownership of its stations. This unique position allows LNER to improve the entire customer journey, from booking to arrival, creating a seamless and stress-free experience.

Our role was to shape and deliver an intelligent mobile solution that transforms LNER from just a rail operator into a trusted travel companion, reducing passenger frustration and driving deeper engagement.

Delivering an Integrated, Data-Driven Passenger Experience

LNER’s goal was clear: to provide a frictionless, intuitive, and personalised travel experience that meets modern commuter expectations. To achieve this, we focused on:

• Seamless eTicketing & Payments – A new, flexible digital ticketing system with Apple Wallet integration and ticket-sharing capabilities.
• Personalised Travel Management – Journey preferences, live trip updates, and a single sign-in process for a frictionless experience.
• Proactive Communication – Real-time journey insights, push notifications for disruptions, and ticket collection references to reduce uncertainty.

By aligning customer needs with operational improvements, we positioned LNER as a leader in smart rail travel, enhancing both passenger satisfaction and business efficiency.

Building a High-Performance Digital Ecosystem

The previous LNER app failed to meet the company’s ambitions for digital transformation. To remain competitive against journey-planning aggregators, LNER needed to own the customer relationship—delivering an app that simplifies ticketing, eliminates confusion, and ensures passengers feel supported throughout their journey.

By leveraging our expertise in transport technology, we developed a next-generation solution that:

• Streamlines ticket purchasing, reducing friction in the booking process.
• Provides real-time journey visibility, giving passengers full control over their trips.
• Delivers a sleek, customer-first design, ensuring ease of use across all features.

The LNER Travel Buddy app is more than a ticketing platform—it’s a travel partner that makes rail journeys more convenient, intuitive, and reliable.

Driving Passenger Satisfaction & Operational Excellence

The LNER Travel Buddy app has driven digital ticket adoption, streamlining passenger flow and reducing boarding delays. The impact is clear:

• Increased app engagement, improving customer interactions with LNER’s services.
• Higher customer satisfaction, reflected in a growing App Store rating (currently 4.3 stars).
• Improved journey transparency, reducing stress for commuters and strengthening brand trust.

The app’s data-driven approach also enhances LNER’s ability to refine and personalise services, ensuring that passengers receive relevant updates and tailored travel insights.