DSB — Discover Something Between

DSB should not only transport people — it should move them. By turning waiting time into quality time, the concept strengthens the choice of sustainable travel.

Discover Something Between

Situation

Client Context
DSB has recently made its largest investment in history with over 20 billion DKK in electric trains. The first train has arrived and the fleet is expected to be fully electric by 2030. This positions DSB as a leader in sustainable, modern transport.

Problem & User Perspective
DSB meets the spirit of the times with sustainable transport — driven by community and technology. Yet challenges remain: public transport is often experienced as passive waiting time, and travel patterns (especially for tourism) are uneven, with certain seasons and destinations far more popular than others.

Research Insights & Opportunities

Collective transport and lovable experiences goes hand in hand.
DSB works for people of all kinds.
No matter the weather, the platform will guide you.

Solution

Why wait until the destination? Discover something between! This concept brings the journey to life the moment passengers hit the (digital) train platform.

The digital travel companion transforms passive travel into engaging experiences, offering personalized suggestions and inspiration along the way — making sustainable collective journeys informative and lovable.

Exploration: Brand & Storytelling

I examined how DSB's initials might serve as a framework for expressing its core themes. This resulted in three naming directions—each forming a concise statement that highlights a different facet of the concept and of DSB as a brand:

I also developed a visual expression to show how dynamic content unfolds. Train stops are illustrated using DSB’s iconography, while personal points of interest emerge along the route, giving travelers a clear and intuitive overview.

UX flow of DSB digital platform, flow 01, screen 01. UX flow of DSB digital platform, flow 01, screen 02. UX flow of DSB digital platform, flow 01, screen 03.

Exploration: Experience Design

The user shapes their experience with three simple inputs: audience, destination, and interests. These parameters guide the app's personalized suggestions, with a tone of voice tailored to each traveler. AI, IoT, and geo-tracking combine to deliver timely, personalized content throughout the journey.

Accessibility is central: users can interact with the platform via text or voice, and content can be read aloud using TTS. This ensures that the experience is inclusive for passengers of all ages and literacy levels. DSB's sustainable, educational, and enjoyable way of travelling is designed for everyone.

Reflection

Working on DSB gave me the opportunity to explore innovative, technology-driven design solutions, integrating multiple emerging technologies into a cohesive digital concept. The project challenged me to rethink design, considering not only aesthetics and usability, but also how technology could meaningfully shape experience design.

As the prototype took shape, I focused on embedding the concept into DSB's universe, refining storytelling and tone of voice for both UX copy and campaign-style content.

The project also strengthened my visual and interaction design skills: I transformed 3D train and platform renderings into photorealistic imagery using AI. I also developed interactive UX/UI features, including motion design in After Effects.