Context & Challenge
DSB has recently made their largest investment in history; over 20 billion DKK in electric trains. The fleet is expected to be fully electric by 2030, positioning DSB as a leader in sustainable transport.
While sustainable travel aligns with current values, public transport is often experienced as passive waiting time, and travel patterns are uneven, with certain seasons and destinations more popular than others.
Research Insights & Opportunities
Why wait until the destination? Discover something between!
The journey is brought to life the moment passengers step onto the (digital) platform. Passive travel time becomes an inspiring part of the journey — not something to simply endure.
A dynamic visual expression unfolds the journey, combining DSB’s iconography with personal points of interest along the route.
I also explored how DSB’s initials could act as a conceptual framework, shaping short expressions that communicate discovery, community, and sustainability.
Users shape their journey through simple inputs like audience, destination, and interests. The experience is personalized and accessible, designed to be inclusive for passengers of all ages and abilities.