Several Hundred Thousand Voucher Tickets Distributed for The New Metro Line M4

To influence the behavior of the 50,000 daily commuters and residents in Sydhavnen, it's essential to create a preference and subtly encourage them to try the new commuting product, M4 line.

Therefore, the Metroselskabet opted to offer free tickets for the new M4 line. These tickets were distributed and managed through a single app, targeting four specific groups: cyclists, local residents, businesses, and Copenhageners. Each group had unique motivations for downloading the app, granting permissions, using the app, and experiencing the convenience of Copenhagen’s most efficient transport around Copenhagen.

Given the diversity of the target audience, the solution required an app architecture that was both flexible and user-friendly, featuring an intuitive design and automated content flows to manage various permissions seamlessly
All to ensure that awareness of the new underground metro line spread as widely as possible from the second the ribbon for the M4 was cut by our King.
Metroselskabet describes this approach as – the steepest in swing as possible.

As an organization, Metroselskabet is new to permission marketing, tactical offers, and commercially driven products. This project and the associated app brought a new level of value to both the organization and its customers.

Metro has an exceptionally strong brand, necessitating that the entire customer experience (CX) and product interaction be as seamless and high-end as commuting on their driverless metro trains.

A significant portion of the collaboration involved strategic clarification and consulting with both Metroselskabet and Metroservice, focusing on product distribution, value-adding services, and operations. One of the key phases in the strategic development was implementing effective digital governance across various channels, including campaign activities, app functionality, email, and customer service.

Furthermore, the project aimed to educate and advise the organization on permission strategies and push marketing, with the goals of increasing customer loyalty, enhancing customer satisfaction, and attracting a maximum number of new users to the brand new Metro line M4—while simultaneously maturing the organization and enhancing its digital and technological capabilities.

From earlier expansions and the opening of new lines in Copenhagen, Metro has learned the critical importance of encouraging neighbors, commuters, and other target groups to try out the new line. This experience is essential to establish a preference and foster habits for commuting regularly with public transport. In summary, the sooner people experience the Metro, the more likely they are to become regular users in the future.

Why is offering Metro tickets a clever strategy?

Our insights revealed that transitioning from marketing exposure to downloading the app and redeeming a Metro voucher required us to design the most seamless and intuitive user journey possible. The design process involved a delicate balance: minimizing friction to ensure ease of use and user compliance, while also activating the ticket and adhering to security and GDPR standards.

Visual Design: The app’s design is deeply rooted in Metroselskabet’s new brand identity, featuring bold red colors. We merged their visual style with standard UI principles, ensuring the app feels like a natural extension of their brand and is easy to navigate. Creating a digital representation of their brand required building a design system from scratch, carefully balancing strong brand colors with effective UX principles.

UX Design: Our focus was on speed and simplicity, crucial for users in transit. The app opens directly to the ticket page, significantly reducing the time needed to activate a ticket and board the metro. To minimize distractions, non-essential information has been relocated to the menu. The app is also designed for one-handed use, an essential feature for users who may be carrying bags.

Onboarding and Personalization: The onboarding process introduces users to the services offered by the Metro and Copenhagen, streamlining profile creation and ticket activation for user convenience. Additionally, users can tailor their notification preferences and communication channels via the profile page.

Interactive Animations: The app includes animations that improve usability and verify ticket authenticity. When the phone is moved, the activated ticket changes appearance, providing visual confirmation for conductors. Tickets also "fly" onto the screen, mimicking the experience of receiving physical tickets.

Both Metroselskabet and users have provided positive feedback, affirming that the app effectively captures the brand essence and fulfils user needs. This success demonstrates how robust design and intuitive UX can lead to a successful digital product. The app has earned a 4.8-star review on the app store.

The M4 Metro ticket survey was distributed via a questionnaire to 5,400 respondents:

• 75% agree or strongly agree that the Metro tickets have increased their desire to travel with the Metro in the future.
• 80% agree or strongly agree that the Metro tickets have generally made them more inclined to use the Metro than they otherwise would have.
• 66% agree or strongly agree that the Metro tickets have led them to start using the M4 Copenhagen South line earlier than they otherwise would have.
• The app has maintained a 99.9% uptime during the period.
• Solution Architecture: Features an integrated approach to data and technology that effectively targets crucial demographics and influences their behavior over time, while continuously integrating new segments and value propositions.
• Enhanced Customer Experience: Improved due to targeted communication that can be personalized to each individual's customer journey.