Mission objective
Design a frictionless payment journey that matches modern mobility expectations.
Context & Background
Arriva, one of Europe’s leading public transport operators, faced increasing pressure to modernize its fare collection systems. As rider expectations evolved toward digital-first, seamless mobility, the existing payment experience lagged behind—causing friction for both customers and frontline staff.
Inconsistent payment methods across networks, slow processing times, and a lack of clear guidance eroded the experience. To remain competitive in a rapidly changing landscape, Arriva brought in TCXA to help reimagine the entire payment journey—ensuring it was fast, intuitive, and aligned with the behaviors of today’s travelers.
The Challenge
The shift toward mobile and contactless payment introduced new complexity. Arriva’s fragmented system created three core challenges:
Inconsistent regional experiences: Riders encountered varying payment formats and policies across locations, undermining trust and satisfaction.
Operational inefficiencies: Transaction delays and system mismatches led to slower boarding times and service bottlenecks.
Low adoption of new tech: Confusing interfaces and lack of support caused friction, limiting the uptake of digital travel cards and mobile wallets.
Without a unified, user-centered design, Arriva risked growing frustration, reduced ridership, and increased support costs.
TCXA's approach
We partnered with Arriva to modernize the payment experience across three critical dimensions:
End-to-End Payment Journey Mapping : We conducted qualitative research, field observations, and journey analysis to uncover the real pain points travelers experienced at each stage—from ticket purchase to on-board validation. This uncovered key behavioral and system-based friction zones.
Digital Integration & System Alignment : We redesigned how digital payment methods (apps, travel cards, wallets) were integrated into the transit workflow—creating consistency across regions, improving signage and digital UX, and ensuring interoperability between systems.
Staff Enablement & Process Support : We co-designed frontline support protocols and service flows with Arriva teams to ensure staff could confidently assist riders and adapt to the new processes—reducing resistance and increasing internal adoption.
Results
Increase in satisfaction for digital ticketing interactions in pilot regions.
Reduced average transaction time across peak periods, improving flow and reducing wait times.
Fewer payment-related inquiries, thanks to clearer options, simplified flows, and trained staff.
improved ridership trust in the payment system—key to long-term digital adoption.
