Case Study: How incling Helped Trainline Uncover the Trust Barriers Behind Mobile Booking Drop-Off
By incling
- case study
- Qual-Quant Hybrid
- Qualitative Research
- Mobile Qualitative
- Screen Recording
- Mobile Ethnography
- Ethnography
- Customer Journey Mapping
- Customer Experience (CX) Feedback
- Video Diary Studies
- Online Communities
- Insight Communities
Trainline, an independent rail travel platform, was seeing travellers abandon bookings at key stages of its mobile journey. While analytics showed where users dropped off, they couldn’t explain why. The data highlighted friction points but not the emotions behind them, such as hesitation or a lack of trust. To uncover these insights, Trainline partnered with incling to combine quantitative data with continuous qualitative research across its Italian and French markets.
incling delivered a 14-week continuous research programme involving 36 train travellers in both Italy and France. Using incling’s continuous research platform, participants completed natural booking tasks on their own devices while sharing real-time feedback through contextual screencasting. Live Chat sessions allowed Trainline’s design and development teams to observe traveller behaviour as it happened, while video recordings highlighted key usability issues. incling also provided weekly recommendations based on the latest product builds, helping teams respond quickly to new insights.
By combining behavioural data with rich qualitative feedback, incling gave Trainline a clearer understanding of the traveller experience. Weekly insights supported rapid design improvements throughout the programme, resulting in a mobile booking journey that was more intuitive and better matched travellers’ needs and expectations.
