The Amtrak mobile app is an app that allows users to book tickets in advance, manage reservations and present e-tickets. Users will be able to access all the travel information, manage your trip and review the guest rewards points through the app, which is very convenient for travelers. As a frequent user of the app, I have noticed the strengths and weaknesses of this app. Using Don Norman’s concepts from the book The Design of Everyday Things, I will highlight three attributes of the Amtrak app, pointing out examples of good design as well as poor design, while also providing possible solutions.
The Good Design: Home Page – “My Trip”
One of the features that works well is the “My Trip” button, located directly on the home screen. Users often need to check their upcoming reservations, such as times and dates, which is one of the most important goals for travelers. Amtrak makes this action easy by providing a clear signal. In this case, it bridges the Gulf of Execution by allowing users to achieve their goal of finding their trip with a single tap, without needing to search for it or dig through emails for the confirmation. The app also uses visible signifiers to signal what actions can be taken and where they can be performed. This is an example of knowledge in the world, since users do not need to rely on memory when locating their trips or reservations. Overall, the “My Trip” button design allows users to complete the action smoothly and quickly, minimizing errors and helping rushed travelers who can pull up their tickets successfully.
The Bad Design #1: Home Page – “Book”
When the user first opens the home screen, it is dominated by promotional ads. The “Book” button is placed at the bottom of the screen instead of displaying the search function directly on the home screen. Booking a trip is the most important goal of this app, and it should not be hidden at the bottom. This design fails to support users in reaching their goal because it lacks a clear signal, creating a gap in the Gulf of Execution. Rather than providing clear signifiers and logical constraints, the app depends on users’ knowledge in the head, since most travelers expect to see a search bar on the home screen where they can enter departure and return details. In this case, the design violates the user’s conceptual model and reduces discoverability, making it harder for users to complete the task of booking a trip.
Solution:
To modify the issue, I replaced the “It’s Here! Welcome Aboard NextGen Acela” ad space with the search function that is currently hidden under the “Book” tab at the bottom of the screen. This change would bridge the Gulf of Execution by providing clear signifiers, shifting the design from depending on users’ knowledge in the head to supporting knowledge in the world.
The Bad Design #2: Coach and Business Fare Options
Another issue appears during the ticket search process. After selecting “Find Trains,” the app displays a list of train times with Coach and Business class options shown in identical white boxes, labeled with small text and placed side by side. Because of this poor mapping and the potential for slips, users can easily click the wrong option when purchasing tickets, especially if they are in a rush. The design also fails to use cultural constraints, as travelers usually expect fare classes to be labeled visually different to avoid errors while booking. In this case, the design violates the user’s conceptual model and increases the chance of slips, making it harder for users to complete their purchase accurately.
Solution:
To modify the issue, Amtrak could use different colors to label the fare class boxes. In this case, I have changed the Business Class option to a purple shade to differentiate it from Coach class. This way, users can easily identify the difference between fare classes and reduce the chance of booking the wrong fare by mistake.
Conclusion
Amtrak is commonly used by people on the East Coast who commute from one city to another. For these travelers, it is important to provide a user-friendly design. While Amtrak’s home screen succeeds with trip management tab in a visible position, it fails to prioritize the user’s most basic and important task: buying a ticket. There is room for improvement in the process to help travelers purchase tickets as quickly as possible while minimizing errors.