Improving Amtrak Passenger Experience and saving money.

Amtrak is making major infrastructure and passenger experience investments. New tracks and trains, refreshed upholstery, and improvements to online services are bringing America’s Railways to new heights. At the helm of this transformation is Richard Anderson, the organization’s new CEO. Anderson has donated his time, as well as the experience he gained as CEO of Delta Air Lines to improving Amtrak service. Due to Anderson’s airline industry background, one may expect changes at Amtrak to mirror those that have occurred in passenger aviation.

One change that has been prevalent throughout the airline industry is the introduction of self-service kiosks: these machines enable customers to accomplish tasks themselves, often without the need to wait in line. Airlines (and their customers, as a result) benefit from the reduced costs made possible by automation. By improving the interface and experience of Amtrak’s self-service kiosks the organization could reduce the need for station staff, thus improving service while reducing costs.

The user interfaces of self-service kiosks can be challenging to design, as the interface must be easy to use for a wide range of people. Additional challenges apply in airports and train stations as inefficiency and confusion caused by the interface can lead to missed flights and trains, thus reflecting negatively on the transportation provider. Amtrak’s current Quik-Trak machines allow customers to book tickets, as well as print tickets they pre-purchased online. The kiosks work with the Amtrak Arrow Reservation System to access passenger reservations and to execute new bookings.

After developing storyboards it became clear that, for most passengers, checking train information on station monitors is often the first step of the Amtrak experience. As a result of this finding I propose placing the machines immediately after the station entrance, and underneath the departure board. When Alaska Airlines created the patented “Airport of the Future” the company found that clustering check-in kiosks at key decision points could improve passenger throughout and reduce reliance on staff.

Placement of kioks in view, and underneath the departure screen will draw passengers to use them.

Additionally, kiosks should be placed far enough from one another that customers could walk past them towards their train when they are done with their transaction; this spacing eliminates awkward backtracking, enabling the customer to easily walk further into the station.