Julian Roling | Wir entdecken Bayern

DB — Wir entdecken Bayern

Wir-entdecken-bayern.de is DB Regio Bayern’s excursion portal for discovering and planning day trips in Bavaria that are easy to reach by regional train. The company wanted to redesign the website, as it looked quite dated.

My Role:

Accessibility Expert

UX-Design

UI-Design

Challenge

Over 700 trip destination pages.
Needs to be customizable and easy to use for the internal staff of the company.

Impact

-45% bounce rate after relaunch.

Fully accessible website in accordance with WCAG 2.2

From Idea to Ticket

Based on user personas, we built an information architecture that was optimized to funnel users towards buying tickets. We developed the features inspirator and vacation planner. With those, the user is able to discover trip destinations tailored to his interests and location. With the latter, even planning trips of several days duration is possible.

DB Regio Bayern Konzeptentwicklung Deutschlandticket - User Flow Chart 1

Flow chart to vizualise the user journey

Inspiring to explore

In addition to modernizing the visual design, we introduced new features to help users navigate the website and find their desired destination more efficiently. Accessibility was another key priority, ensuring that the experience could be used by people with disabilities as well.
To promote the sale of regional train tickets, the website features a wide range of destinations. Users can explore them either as a list or on an interactive map, depending on their preference. Preview cards provide key information at a glance, such as the nearest train station and tour duration, while a detailed description is available with a single click.

List view of destination portraits

Map view of destination portraits

Connecting Content, Destinations, and Travelers

With more than 700 excursion destinations, 170 article pages, and details for over 1,000 stations, the new platform has become one of the most important points of contact for online leisure travel planning in Bavaria. Users access the platform via different channels: organic search, advertising media in content networks, or through DB Regio Bayern’s social media activity. The relevance of both the content and offers is reflected in the excellent KPIs.