the ticket · the ticket 5 receiving and using the ticket • mobile phones were seen as the main...

The ticket 1

The ticketInsights from HS2 online panel

The ticket 2

Task 26, posted 31/10/2014

Task:• When travelling on HS2, how would you want to purchase

and have your ticket administered to you?

• Describe the journey you envisage from buying the ticket to receiving it.

• Some things to think about might include:• The different channels for buying tickets: internet, mobile app, ticket

machine, ticket booth. • How you imagine paying: Near Field Communications, credit/debit card,

PayPal, Google Wallet. • How you receive the ticket, for example download to phone, paper

ticket, maybe no ticket at all!

The ticket 3

• Purchasing tickets was seen as complicated and labour intensive. Station ticket machines were a source of frustration.

• Consumers want HS2 tickets to be seamless and simple but struggled to find a perfect solution. Many drew on technology they used in daily life: e-tickets stored on smartphones, QR codes, PayPal, pre-pay cards and contactless cards.

• The possibilities of technology were constrained by concern about battery life and levels of access to smart technology.

The ticket

“The company I work for purchases my ticket online and I pick up my tickets at the station. It

has always worked but the code is a bit of a pain - I need to have it recorded on my phone, I need

my glasses, a credit card and there are often queues. It can be a bit of a faff.”

(Leisure, Nottingham, 41-50)

“Having to obtain tickets from machines is invariably a stressful process - I recently missed a long distance express train by less than a minute due to the ticket

machine screen not being as touch sensitive as you would expect and certain characters when pressed not registering - talk about frustrating and stressful!”


The ticket 4

Purchasing the ticket

• Passengers want as few steps as possible when buying a ticket. This could mean details and preferences saved for a quick checkout at home or intuitive ticket machines at stations with plenty of staff on hand to resolve issues quickly.

In advance At the station

ON-LINE MOBILE PHONE MACHINE STAFF

• Buy a ticket in a few steps• Know my details for fast pay• Pay by cards or PayPal• Add extras (food, drink, book

a seat request assistance)

• Via an App in advance • Via Bluetooth at the station

• Intuitive, simple to use machines• Staff on hand to help with any problems

“I would like to be able to buy a ticket through phone app or Internet. I would like too pay for it via credit card, maybe a system similar to Amazon where all your details are kept

and you just press 'buy’.” (Business, Leeds, 61-70)

The ticket 5

Receiving and using the ticket

• Mobile phones were seen as the main way to receive and use tickets. Some passengers wanted to pay with credit or debit cards at the barrier or use pre-pay cards like the London Underground Oyster Card. Others wanted to be ticketless.

• Despite all potential advancements in technology, some still desire paper ticket.

E-ticket No ticket

MOBILE PHONE CONTACTLESS RETINA DISPLAY

Instant pay

• Main option for receiving and displaying tickets

• Some desire for cards to be used to board the train

• Cost of the ticket deducted directly at the barriers

• Smartcards that hold pre-loaded tickets or credit

• Some wanted no ticket• Confirmation via retina

or fingerprint scanning

Task:Ticket structure is a topic that’s come up several times within previous tasks, and

this week we would like you to think about this subject in a little more detail. We

would love it if you could look at a wide range of ticketing options. For example,

could be for different modes of transport or from a range of different train

operators, and tell us which approach you would like HS2 to adopt.

· Using what you have observed, what ticket structure would you like to see HS2

use?

· Tell us important do’s and don’ts. What do you find confusing/easy?

· Tell us about how you feel about simple options with little choice vs lots of

options with the ability to tailor things specifically for you. Is there such as thing as

‘too much choice’?

Last week some of you told us that if different trains were used for different length

journeys, you would be prepared to pay different ticket prices dependent on

facilities on board, quality of the service and the distance travelled. How does this

fit in with the ticket structure you would like to see HS2 adopt?

Please be as visual as possible. Really bring this to life and be creative! Feel free

to take screen shots, sketch out ideas or attach anything else you think will help

us to better understand your vision.

Posted 23/10/2015

The ticket Year two6

Ticket structure for HS2 must be much simpler than

current rail ticketing

“I find the amount of

ticket options on offer

to be thoroughly

bewildering and I like

to think that I am quite

a switched on person

who regularly travels

by train…I feel that all

UK train companies

currently are out to

trick and deceive

passengers with the

ticketing structure!”

(Commuter,

Manchester, 18-30)

Our panel hope that HS2 will create a simple and fair system.

Option 1: One class for all - Everyone gets a high class service

Option 2: Two classes – Allow for the option of upgrading

Complicated Inconsistent

Deceptive Too many options

Ticket

Structure

There is much frustration with understanding,

purchasing and using tickets on the current rail

network.


Option 1: One class for all - Everyone gets a high class service

Price = Journey length +/- Peak/Off peak (possibly) + *add-ons – length

of time booked in advance

Our panel debated whether there should be a difference in price between peak and off-peak

Bill 1/peak Bill 2/off-peak

Journey Length

Add-ons (for example,

food and

entertainment)

Amount of time booked in

advance

Ticket price

+

–

=

Journey Length

Add-ons (for example,

food and

entertainment)

Amount of time booked in

advance

Ticket price

+

–

=


Why this system?

A very large proportion of the panel were in favour of a classless system

for multiple reasons:

• There are always empty seats in first class

• there is no need for classes when quality will be high throughout

• it is an unnecessary complication

• there should be carriages for different purposes, not different

classes.

Advance:

• Early bookers should be rewarded – NOT late bookers penalised.

Add ons:

• Food, internet, special carriage, tech entertainment, further travel…

Journey Length:

• This is a fair measure to base price on.

Peak/Off peak:

• There is uncertainty of whether price should alter on this.


Option 2: Two classes – Allow for the option of upgrading

Price = Journey length + Class +/- Peak/Off peak +

*Add-ons – Length of time booked in advance

Bill 1/ 1st Class/peak

Journey Length

Add-ons (for example, food and entertainment)

Amount of time booked in advance

Ticket price

+

–

=

Bill 2/ 1st Class/off-peak

Journey Length



Ticket price

+

–

=

Bill 4/Standard Class/off-peak

Journey Length



Ticket price

+

–

=

Bill 3/Standard Class/peak

Journey Length



Ticket price

+

–

=

1st

Class

Standard

Class


Why this system?Some people saw the need to create a more complex

ticket structure:

• It can be nice treat to choose a first class area

Advance:

• Early bookers should be rewarded – NOT late

bookers penalised

Add ons:

• Food, internet, special carriage, tech

entertainment, further travel…

Journey Length:

• This is a fair measure to base price on

Peak/Off peak:

• If peak and off peak prices were averaged out, it

would make train travel unaffordable for some and

benefit wealthier people only.

“There has to be a balanced

approach to ticket structures.

It can’t be so simplistic that it

forces the basic/average

price up beyond the pocket

of the ordinary traveller. At

the same time it shouldn’t

offer so many options that

passengers feel daunted and

thus give up searching for

the best price option.“

(Business, Birmingham, 51-

60)

“Having rejected a

full cattle class in the

past, I’m in favour of

a less busy 1st class.

When on board I do

recognise my

pampered desire for

social segregation on

occasion.“

(Leisure, London, 41-

50)


The ticket

E-tickets- Tickets bought online or at the

station could be loaded onto the card

instead of having to pick up tickets

Oyster type style- Money is loaded onto a

card and can be topped up or reimbursed

if the full journey is not taken.

Paper options for those who wish to – Some

people may not have the correct device, or

just feel uncomfortable

Distinctive ticket design – Some felt that if

the HS2 ticket was paper, then the design of

the ticket itself should stand out

Tickets should have all information on

them: Platform, seat, time, price…

“I also think having smart

tickets or accounts linked to the

user which can be topped up or

reimbursed (delayed journeys)

like an Oyster card would be a

good idea.“

(Business, Birmingham, 51-60)

“I don't want a ticket the size of many

cards I already have. I'd like the HS2

ticket to be shaped like a train, have a

faint train picture in the background and

have all the information I would need on

one ticket. So it's a piece of art in itself.“

(Leisure, London, 41-50)

“I know that some people prefer

ticketless travel but I think this should

only be one of the options. For

example, my elderly mother really

struggles with smartphones and likes

the reassurance of a paper ticket.“

(Commuter, London, 41-50)


An ideal ticketing and booking system would…

• Be flexible – ability to change details after booking

• Reward frequent users (10 journeys for the price of 8)

• Be intuitive

• Be fair - If a discount for booking in advance is offered, then

there should be a set percentage reduction for each day/week

booked in advance – Not random!

• Offer e-tickets and paper tickets

• Offer discounts for different groups – young, old, frequent…

• All tickets should include reserved seating

One important message for HS2 to take away is ….


THERE SHOULD BE JUST ONE PRICE

REGARDLESS OF WHETHER

CUSTOMERS BUY ONLINE, AT A TICKET

OFFICE, ON AN APP, OVER THE PHONE

OR ON A MACHINE.


Task:•Is there such a thing as a standard ticket?

•What should be included?

•How many different ‘price options’ would you expect there to be?

•Would you be willing to pay extra to sit in dedicated carriages for example a no-

child carriage?

•Should the tickets be priced differently based on the type of train used?

•What ‘add-ons’ would you like to be able to purchase?

•What would you be prepared to pay for these?

Posted 08/11/2015


The panel understand a ‘Standard Ticket’ to mean a

ticket that offers high quality as its basic standard…but

at an accessible price

“I'm under the

impression that HS2

are all about

excellence as

standard. I would

expect a standard

ticket to include all the

great HS2 features.

Allocated seats, early

booking options, good

flexibility options for

altering bookings.”

(Leisure, Leeds, 31-

40)

There is a very high expectation of the service HS2

will be providing and it is key that the standard ticket

reflects this;

• Guaranteed on-board comfort

• Helpful and proactive staff

• Transparent pricing

• A simple and intuitive ticketing system

• On-board and station facilities included within the

price

However the challenge is, calling it a standard ticket

conveys that the price will be accessible to all


There are key features that are essential to be included in a

standard ticket

+Included Add-on

• Reserved seating

• Wi-Fi

• Luggage space

• Access to a drinks machine

• Clean interior

• Water

• Helpful staff

• Basic carriages e.g. quiet

• Plug sockets

• Business carriage

• Food

• Onward travel

• Higher levels of

entertainment (for example,

Netflix)

• Extra services for example,

massage, doctors, dentist…

These should be

reasonable prices!


Older trains with fewer facilities are not expected to

cost as much

There is a feeling that using different trains but charging the same price is

unfair on the passenger.

Facilities should dictate price – wouldn’t expect to pay the same price for

old rolling stock with poor facilities.

“I definitely notice when

transport companies run older

trains/buses. The first thing I

notice is the fabric of the chairs,

the fuzzy chenille fabric on the

older trains make me want to

peel my skin off!”

(Leisure, Leeds, 31-40)

“I do notice sometimes later trains

(after 7.00) can be a bit cruddy!

Less comfortable seats, cheap,

dated livery, horrid toilets and

poor lighting. It puts me in a low

mood and to be honest a bit

short- changed!”

(Business, London, 51-60)

“I always notice the different trains

used by operators, such as the

virgin Voyager and Pendalino

trains- I often feel cheated when

the standard of the train is

reduced.”

(Business, Liverpool, 41-50)

“I am expecting there to be only one train type on the

HS2 network, apart from anything else passengers

would know what to expect and not be disappointed

by travelling in inferior rolling stock.”



Pricing options for the standard ticket

The parts of the ticket structure most discussed were;

• Peak/Off peak – Following the previous ticketing questions,

the panel now appeared more open to peak and off-peak ticket

price differences.

• Advance/on day – Early bookers should be rewarded with

cheaper tickets, but prices should not rocket for late bookers.

• Multi-buys/Carnet Tickets – Passengers want to be rewarded

for their frequent rail journeys they are taking. These fit into

modern lifestyles more than season tickets.

Add-ons such as food, entertainment and other services should be

in prices of single figures.

“I would really

prefer that tickets

were always the

same price on the

day, the extra

price of last

minute tickets

always make you

feel exploited and

held to ransom by

the evil stuffed

suits in their ivory

towers.”

(Business,

Liverpool, 41-50)

Pricing options should be easy to understand without multiple variations for very

similar choices


Task:

•If there were a more basic ticket, what would be included in this ticket?

•Would the price be dramatically different to a standard ticket?

•Is there a particular time of day when this option should / shouldn’t be made

available?

Posted 06/11/2015


The majority of the panel felt that a basic ticket could go

against the ethos of excellence that HS2 have

“I really do think a

basic ticket is in

conflict with the HS2

ethos.

I can't immediately see

any room for it …

By saying that tickets

could be far more

affordable, it is

suggesting that the

Standard tickets are

being overcharged -

again, something HS2

is (hopefully) trying to

avoid.”

(Leisure, Glasgow, 41-

50)

Many understood a basic ticket to be standing,

perching or less comfortable seating but with

access to the same facilities as standard ticket

holders.

• Short distance commuters (sub 45 minutes)

could see the appeal for this.

However many feared this was a step too far as

there is a fear that this could become a sub-

standard and poorly managed service.

The panel have in mind that HS2 will be a top

quality service that is both comfortable and

affordable. A basic ticket doesn’t fit into their

expectations of HS2.


Those in support of the basic ticket spoke about

convenience and price

Some passengers thought that a basic ticket would be useful

for those taking short journeys or for those who may have a

smaller budget.

When?How much?

• Around 10% off the ticket price

would be appealing enough for

some to purchase this option, but

not enough that the majority would

opt for this over a standard ticket.

• Others did say that there would

have to be a significant difference

(30-50 percent) in price to reflect

the difference in comfort.

• Some felt that this should be

offered at peak times to

maximise capacity.

• Others felt that it should be

offered at off-peak hours to

encourage consumers to use

the service.

“Now I like the idea of basic tickets, for me I interpret this as a "no

frills" ticket... meaning you pay for travel without access to

seating, Wi-Fi, charging points etc. This would be ideal if

travelling short journeys, where standing would not be an issue.”

(Leisure, Liverpool, 31-40)


There were a wide range of arguments against basic

tickets

Comfort

Discriminates against

those that can’t standSafety

Lowering of standards

Policing the system

On busy trains, checking

tickets could be difficult

Operating refreshments

services could be challenging

Against ethos of HS2 No need

“If it's standing only then

that discriminates against

those who aren't able to

stand for a long time.“

“If we're talking about

'Basic' tickets then for me

that would mean less

comfortable seats.”

“[It would be] hard to operate

a refreshments service.”

“On packed services, how do

you check tickets.”

“I don't think a 'basic' ticket

is a good idea, it suggests

that it's a worse quality

ticket than standard.”

“Seats [could be] taken by

basic ticket holders.“

“My concerns would be

overcrowding and safety -

connotations of standing

only remind me of very

dangerous conditions of

over crowding in Indian

trains.”

“I really don’t like the idea of

a basic standing only ticket.

There’s over demand for the

current train system with no

guarantee of seats.”

“I really do think a basic

ticket is in conflict with the

HS2 ethos.

I can't immediately see any

room for it.”


“I don’t think HS2 should even be considering a ‘basic’ ticket.

Firstly, it’s yet another complication in the fare structure and

increasingly passengers are saying that they want the process

of purchasing a ticket to be simpler in all respects. Secondly, I

feel that HS2 should be a modern, progressive service looking

to the future for inspiration. Any suggestion of running some

sort of bargain basement option harks back to the 'Third Class'

rail service which was finally scrapped in the 1960s. It also

smacks of the extremely poor service offered by cut-price

airlines such as the dreadful Ryanair. Any thoughts about

‘standing only’ or carriages where the full range of services are

not available should not be entertained. In every respect this is

not an appropriate idea for what should hopefully become an

iconic flagship service.”


Some panel members struggled to understand the

concept of a ‘Basic Ticket’ at all


But the creative panel are not dismissing the idea

“Everyone buys a standard ticket, and if the service gets

overcrowded a guard could issue a 30% refund voucher, or

discount voucher that could be used on an equivalent

journey.

Customers willing to give up their seat to another passenger,

would also be able to take advantage.”

(Leisure, Manchester, 61-70)

Rather than being a ticket that is purchased in advance, it could be an

option that is made available if the service becomes overcrowded.

This could be a way to maximise capacity when necessary.


Overall the panel had many questions regarding safety,

comfort and quality, but some commuters did feel this

would be an ideal option for them

• An easy to understand pricing structure

• An affordable and comfortable service for all

• A good service regardless of ticket type

• Ticketing that incorporates modern technology (app, e-ticket

etc.)

• Ideally a seat for everyone.

For those who didn’t have a need for a basic ticket, they associated it with being a

poor quality option. However for those commuting short distances daily, this was

seen as really catering to their needs.

If HS2 were to introduce a basic ticket, it would need to be positioned as a positive

choice and not about being a lower standard.

Regardless of whether the basic option is introduced, the panel have

key requirements for all tickets


Task:

•What is your experience of these reduced price travel options?

•Are there any that you are particularly impressed /unimpressed by?

•Are the rules of when you can claim your discount clear? For example, times of

day, eligibility.

•Do you think HS2 should have a “railcard” type ticket?

•What would you like it be like? Who would get reduced travel and when?

Posted 13/11/2015


The 3 main railcards the panel were aware of were

16-25 railcardsSenior railcardFamily & Friends railcard

“I’ve sadly become too old

for my young persons

railcard and I have to pay

full price for train travel. I

hate it. I loved my railcard.”

(Commuter, Sheffield, 18-

30)

“I use a railcard for travel all

the time and it works out such

a saving. Getting a third off is

absolutely wonderful plus the

system is very easy to

operate.”

(Business, Birmingham, 51-

60)

A number of issues were raised regarding current

discounts… Railcards were a contentious issue

There was confusion as to when railcards were valid and who was eligible to use

them.

The panel feel it is unfair to give certain groups discounts and had other ideas

which feel fairer and differ from those currently available.

Many of the panellists thought railcards only benefit a

limited audience and can be confusing


“If only HS2 could have a

clear and simple priced

system, that would get my

vote.”


Deceptive Unclear

Rules using railcards

There is a lot of confusion surrounding reduced priced

travel options and who is eligible

The panel were concerned that prices

would be advertised as cheaper than

they are, and therefore feel cheated out

of a promised price. These feelings were

prompted by experiences with the

Megabus, in which prices were advertised

for £1 but costed 20 times the amount.

There was confusion

surrounding student/young

person’s railcards. Could

mature students apply for a

railcard? Can young people

that aren't students apply

for a railcard?

• Passengers were confused as to when they could use their railcards. Could they use them

at peak times? Could you do one-way off peak and return at a peak time?

• There was uncertainty about the ‘2 Together’ card - what if people in a pair need to come

back at different times?

• There was also confusion around railcards for disabled passengers- do carers get a

discount?


Are railcards fair?There was a strong perception that railcards operate unfairly

Current railcards:

• Group discount

• Students.

New ideas:

• Frequent traveller/High spender cards

• Means tested cards.

• Not democratic. General 26-59 year olds –

Especially those on low income.

• High level of journeys required to pay off price

of the card.

It was felt that with the current price of train travel, everyone is in need of a railcard

because it is so expensive.

Where does feeling of injustice with railcards come from?

Main Problem: regular travellers feel hard done by

“I’ve had a student railcard and it helped so

much. I expect it on HS2 and there should

definitely be one for young people and

students.”


“I would definitely like to have the option of

a railcard. This should be widely accessible

and not restricted to certain groups.”

(Commuter, London, 41-50)


Many feel excluded from discounts and railcards“There are no discounts or cards for the frequent

traveller. HS2 should make travel affordable for

all!”

(Business, Manchester, 51-60)

“I believe HS2 should reward loyal

customers of all ages.”

(Leisure, Leeds, 31-40)

“I would like to see a frequent traveller

card available for all.”

(Business, Manchester, 51-60)

“I would like to see my loyalty

rewarded.”


Some passengers debated a means tested ticket

“When you start means testing

or dividing people it can cause

resentment and confusion.”

(Business, Leicester, 31-40)

“My thoughts are that if a discount scheme is to

be applied it should be based on a single

scheme where the criteria is based on the ability

of the individual pay full fare because of genuine

clearly assessed financial disadvantage of

whatever cause whether it be disability, genuine

unemployment, minimum wage, further

education or refugee status.”

(Business, Liverpool, 41-50)

• Passengers also felt that some types of

railcards and discounts stigmatised certain

groups of people, for example, older people

did not want to be bracketed as ‘old’.

Railcard classifications are a sensitive topic and some

customers felt that it was a mechanism of discrimination “I think the railcards currently

are quite discriminatory. As a

middle aged person who travels

alone, why should I be

penalised?”

(Commuter, Manchester, 18-30)


Receiving discounts for being a frequent traveller was

extremely popular among the panel

“It is the people like me who use the train everyday and who spend

thousands of pounds each and every year on an annual pass that keep the

railways going. Therefore I would like to see my loyalty rewarded.”


“To sum it up, if I knew that I would like to use the HS2 train, and use it often

enough, I would like to become a HS2 member and purchase a card and all

my journeys would be cheaper [using this card] for one year.”


“There might be a special ‘HS2 Railcard’ which could be obtained for an

annual fee or through loyalty points, which could be used for special offers

or special fares.”


Loyalty Card

• Everyone has the

opportunity to

secure a reward

• This could work

similarly to Air Miles

• Rewards built by

money spent

• Rewards could

include: free journey,

a meal/coffee, money

to spend in stations,

upgrade

• Alleviate the high

cost of train tickets

• Make customers

feel appreciated

Discounts frequent

travellers would like

• Family tickets

• Upgrades to First

Class

• Multi-buy tickets

(for example, 10

for the price of 8)


The panel challenge whether rail cards are the best

option for HS2

“I would rather have competitively priced tickets that did not

need to be discounted.”

(Business, Leicester, 31-40)

“Tickets should be affordable for all and widely used- then

railcards would not be necessary.”

(Business, Leeds, 51-60)

Discrimination

Confusion

Unfair “Ideally I would like HS2 to be subsidised such that it is

priced to be affordable by all- then railcards would not be

necessary.”

(Business, Leeds, 51-60)

“Why not be really radical and just have decently priced

tickets for everyone?”

(Leisure, Glasgow, 51-60)

A large number of passengers wanted to scrap discounts all together

and instead lower all prices.


the ticket · the ticket 5 receiving and using the ticket • mobile phones were seen as the main...

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