Everyone's on board
Everyone's On Board is a service design concept that reimagines Norrtåg as a more inclusive and socially supportive travel experience. By focusing on the diverse needs, challenges, and everyday realities of passengers, the proposal introduces a series of interconnected touchpoints that foster a sense of belonging, participation, and shared responsibility onboard. Spanning both practical support and more social, engaging interventions, the concept empowers travellers to take an active role in shaping their journey while strengthening connections between passengers, staff, and the wider travel environment.
About the course
In this IxD1 course, students explored the future of rail travel in collaboration with Norrtåg, examining how trains can become gateways to richer, experience-led journeys across northern Sweden. Through a process of field research, stakeholder engagement, and iterative prototyping, students developed service concepts that extend the travel experience beyond transportation itself. The projects shift focus from destination-based travel to journeys shaped by anticipation, discovery, and reflection, supporting meaningful connections with local places, people, and cultures. By working across digital and physical touchpoints, students designed integrated service ecosystems that build engagement before departure, enrich experiences along the way, and sustain memories after the journey has ended, demonstrating how thoughtful design can strengthen both regional value and traveller experience.
