Case Study: MTR improves High Speed Rail customer experience with Appnovation's CX Innovation Sprint

MTR reimagines passenger journeys in a 5-week sprint with Appnovation

MTR, the Mass Transit Railway system in Hong Kong, aimed to enhance the customer experience for its High Speed Rail routes to the Greater Bay Area post-COVID. The challenge was to streamline the planning, booking, and payment journey to boost ridership and meet evolving passenger expectations. To address this, MTR partnered with vendor Appnovation.

Appnovation designed and led a 5-week innovation sprint, which involved research and workshops to identify pain points and co-create new experience concepts. The solution delivered a prioritized CX strategy and a prototype. As a result, Appnovation helped transform MTR's customer experience approach, aligning stakeholders and fostering faster decision-making, which laid the foundation for an enhanced passenger journey.

MTR