Design Leader.
NSW TRAINLINK
Modernising NSW’s Regional Booking System
A two-year transformation delivering a clearer, more accessible booking experience across search, seat selection, concessions and payment.
UX
UI
UX Discovery
Role & Responsibilities
Modernising an outdated booking experience
The new TrainLink Booking System replaces the legacy Amadeus platform while elevating the customer experience through improved booking channels and enhanced functionality.
Role
UX Design Lead (team leadership + hands-on UI)
Scope
Search → plan, book and pay → manage bookings → concessions → add-ons → payment → confirmation
Why it mattered
Legacy complexity, accessibility gaps, call-centre reliance
Result
Higher completions, faster time-to-book, fewer support calls
Role & Responsibilities
Modernising an outdated booking experience
The new TrainLink Booking System replaces the legacy Amadeus platform while elevating the customer experience through improved booking channels and enhanced functionality.
Role
UX Design Lead (team leadership + hands-on UI)
Scope
Search → plan, book and pay → manage bookings → concessions → add-ons → payment → confirmation
Why it mattered
Legacy complexity, accessibility gaps, call-centre reliance
Result
Higher completions, faster time-to-book, fewer support calls
Role & Responsibilities
Modernising an outdated booking experience
The new TrainLink Booking System replaces the legacy Amadeus platform while elevating the customer experience through improved booking channels and enhanced functionality.
Role
UX Design Lead (team leadership + hands-on UI)
Scope
Search → plan, book and pay → manage bookings → concessions → add-ons → payment → confirmation
Why it mattered
Legacy complexity, accessibility gaps, call-centre reliance
Result
Higher completions, faster time-to-book, fewer support calls
Role & Responsibilities
Leadership + craft + principles
As UX Design Lead, I guided the team through a two-year program of work, establishing critiques, playbacks, and stakeholder forums to maintain alignment.
Alongside this leadership role, I contributed hands-on: designing interaction patterns, prototyping booking flows, and refining account and payment screens in Figma.
I also led the development of design principles that became core to the project, ensuring consistency and evidence-based decision making.
These principles included:
Drawers
Defined as tools for focused, progressive interactions only; testing showed overuse led to confusion, so guidelines were set (e.g., one-layer max, avoid nesting, use accordions where more appropriate).
Progressive disclosure
Steps revealed gradually to reduce overwhelm, but structured to prevent users skipping critical information.
Sticky CTAs
Primary actions remain visible on mobile, minimising scrolling and confusion.
Above-the-fold CTAs
Ensured older customers didn’t miss actions buried at the bottom of the page.
Cognitive breaks
Loading states introduced between “departing” and “return” journeys to help customers recognise they’d moved into the next stage.
Snackbars and animations
Lightweight confirmations for completed actions, particularly valuable on mobile.
Role & Responsibilities
Leadership + craft + principles
As UX Design Lead, I guided the team through a two-year program of work, establishing critiques, playbacks, and stakeholder forums to maintain alignment.
Alongside this leadership role, I contributed hands-on: designing interaction patterns, prototyping booking flows, and refining account and payment screens in Figma.
I also led the development of design principles that became core to the project, ensuring consistency and evidence-based decision making.
These principles included:
Drawers
Defined as tools for focused, progressive interactions only; testing showed overuse led to confusion, so guidelines were set (e.g., one-layer max, avoid nesting, use accordions where more appropriate).
Progressive disclosure
Steps revealed gradually to reduce overwhelm, but structured to prevent users skipping critical information.
Sticky CTAs
Primary actions remain visible on mobile, minimising scrolling and confusion.
Above-the-fold CTAs
Ensured older customers didn’t miss actions buried at the bottom of the page.
Cognitive breaks
Loading states introduced between “departing” and “return” journeys to help customers recognise they’d moved into the next stage.
Snackbars and animations
Lightweight confirmations for completed actions, particularly valuable on mobile.
Role & Responsibilities
Leadership + craft + principles
As UX Design Lead, I guided the team through a two-year program of work, establishing critiques, playbacks, and stakeholder forums to maintain alignment.
Alongside this leadership role, I contributed hands-on: designing interaction patterns, prototyping booking flows, and refining account and payment screens in Figma.
I also led the development of design principles that became core to the project, ensuring consistency and evidence-based decision making.
These principles included:
Drawers
Defined as tools for focused, progressive interactions only; testing showed overuse led to confusion, so guidelines were set (e.g., one-layer max, avoid nesting, use accordions where more appropriate).
Progressive disclosure
Steps revealed gradually to reduce overwhelm, but structured to prevent users skipping critical information.
Sticky CTAs
Primary actions remain visible on mobile, minimising scrolling and confusion.
Above-the-fold CTAs
Ensured older customers didn’t miss actions buried at the bottom of the page.
Cognitive breaks
Loading states introduced between “departing” and “return” journeys to help customers recognise they’d moved into the next stage.
Snackbars and animations
Lightweight confirmations for completed actions, particularly valuable on mobile.
Strategy & Collaboration
Research, prototyping, and accessibility at scale
We mapped the end-to-end regional booking journey and identified key drop-off points. Low to mid-fi prototypes were tested with real customers (including seniors and students) to validate flows before high-fidelity work. Accessibility was embedded from the start - contrast, focus order, labels and screen-reader paths for flows and interactions - then verified with external checks. Regular playbacks with the stakeholders kept complexity visible and decisions pragmatic. Proven patterns were fed back into the Transport Design System.
Strategy & Collaboration
Research, prototyping, and accessibility at scale
We mapped the end-to-end regional booking journey and identified key drop-off points. Low to mid-fi prototypes were tested with real customers (including seniors and students) to validate flows before high-fidelity work. Accessibility was embedded from the start - contrast, focus order, labels and screen-reader paths for flows and interactions - then verified with external checks. Regular playbacks with the stakeholders kept complexity visible and decisions pragmatic. Proven patterns were fed back into the Transport Design System.
Strategy & Collaboration
Research, prototyping, and accessibility at scale
We mapped the end-to-end regional booking journey and identified key drop-off points. Low to mid-fi prototypes were tested with real customers (including seniors and students) to validate flows before high-fidelity work. Accessibility was embedded from the start - contrast, focus order, labels and screen-reader paths for flows and interactions - then verified with external checks. Regular playbacks with the stakeholders kept complexity visible and decisions pragmatic. Proven patterns were fed back into the Transport Design System.
Discovery
Mapped customer journeys, gathered requirements, and identified pain points through stakeholder workshops.
Discovery
Mapped customer journeys, gathered requirements, and identified pain points through stakeholder workshops.
Discovery
Mapped customer journeys, gathered requirements, and identified pain points through stakeholder workshops.
Prototyping
Created wireframes and interactive prototypes in Figma to validate flows early with real users.
Prototyping
Created wireframes and interactive prototypes in Figma to validate flows early with real users.
Prototyping
Created wireframes and interactive prototypes in Figma to validate flows early with real users.
Testing
Ran usability sessions (including mobile testing with seniors and students) to uncover issues and refine design principles.
Testing
Ran usability sessions (including mobile testing with seniors and students) to uncover issues and refine design principles.
Testing
Ran usability sessions (including mobile testing with seniors and students) to uncover issues and refine design principles.
Delivery
Defined components, accessibility checks, and design principles, handing them into the Transport Design System for ongoing use.
Delivery
Defined components, accessibility checks, and design principles, handing them into the Transport Design System for ongoing use.
Delivery
Defined components, accessibility checks, and design principles, handing them into the Transport Design System for ongoing use.
Outcomes & Metrics
Outcomes delivered so far
The booking experience was simplified end-to-end, with clearer seat selection, concessions, and payment flows. Accessibility improvements were embedded from the outset and verified against WCAG 2.1 AA requirements. Design principles - such as drawers, progressive disclosure, and sticky CTAs - were codified and adopted across the project, setting a standard for future Transport work.
Business targets (in measurement post-launch)
Increase checkout page conversions by Y%
Reduce trip enquiry calls by #%
Achieve a CSAT target of 60%
Increase online booking changes by 50%
Improve concession conversion rates by 20%
(Note: These were the defined project targets. Results are still being tracked following launch.)
Outcomes & Metrics
Outcomes delivered so far
The booking experience was simplified end-to-end, with clearer seat selection, concessions, and payment flows. Accessibility improvements were embedded from the outset and verified against WCAG 2.1 AA requirements. Design principles - such as drawers, progressive disclosure, and sticky CTAs - were codified and adopted across the project, setting a standard for future Transport work.
Business targets (in measurement post-launch)
Increase checkout page conversions by Y%
Reduce trip enquiry calls by #%
Achieve a CSAT target of 60%
Increase online booking changes by 50%
Improve concession conversion rates by 20%
(Note: These were the defined project targets. Results are still being tracked following launch.)
Outcomes & Metrics
Outcomes delivered so far
The booking experience was simplified end-to-end, with clearer seat selection, concessions, and payment flows. Accessibility improvements were embedded from the outset and verified against WCAG 2.1 AA requirements. Design principles - such as drawers, progressive disclosure, and sticky CTAs - were codified and adopted across the project, setting a standard for future Transport work.
Business targets (in measurement post-launch)
Increase checkout page conversions by Y%
Reduce trip enquiry calls by #%
Achieve a CSAT target of 60%
Increase online booking changes by 50%
Improve concession conversion rates by 20%
(Note: These were the defined project targets. Results are still being tracked following launch.)
Results
Launched and Ready to Travel
The new Regional Booking System has recently launched, replacing the legacy Amadeus platform and delivering a more intuitive, accessible way for customers to book long-distance journeys. While metrics are still being measured post-launch, early feedback shows smoother journeys and fewer customer pain points.
Results
Launched and Ready to Travel
The new Regional Booking System has recently launched, replacing the legacy Amadeus platform and delivering a more intuitive, accessible way for customers to book long-distance journeys. While metrics are still being measured post-launch, early feedback shows smoother journeys and fewer customer pain points.
Results
Launched and Ready to Travel
The new Regional Booking System has recently launched, replacing the legacy Amadeus platform and delivering a more intuitive, accessible way for customers to book long-distance journeys. While metrics are still being measured post-launch, early feedback shows smoother journeys and fewer customer pain points.