Northstar™
Year
2023
My Role
Service Designer, Brand Designer
Team
6 Designers
Tools
FigJam, Notion, Figma, Photoshop, Premiere Pro
Northstar™ is a cutting-edge bullet train service that not only efficiently transports passengers by connecting the busiest spot in North America but also provides an unforgettable journey through immersive VR experiences integrated throughout the train. The goal of this project is to revolutionize the concept of travel by combining high-speed transportation with entertainment and exploration.
Research
As inconvenient as flying,
slower than driving.
Very low fundingTracks are owned by CN and CP
Must yield to freight trains = long delays
Still uses train cars from the 1940s
Top speed only 160km/h Stations surrounded by parking lots &
low density buildings
Weighs your bags due to outdated workplace laws
Bad for the environment, Bad for your back!
Short haul flights leave a very high carbon footprintDelays due to weather & technical issuesAirports are far away from city centresAirline security is restrictiveFlights are uncomfortableAerophobia (fear of flying)
Driving: Dangerous & Distressing
Easily affected by traffic congestionVulnerable to accident & collisionsMust constantly pay attention to the roadStrapped to seatbelt - cannot moveLarge carbon footprint
Information Architecture
Problem Statement
Too far to drive, too close to fly.
Southern Ontario and Quebec (Windsor-Quebec corridor) are home to over 18 million people, half the Canadian population. The northeast corridor in the United States (New York, Boston, Washington, etc) is home to an additional 50 million people.
Over 600 daily flights connect these cities, carrying approximately 90,000 passengers. These short-haul flights are the most polluting per passenger mile, and the only alternatives are slow trains or driving.
Solution
Connecting 70+ million people with over 5,000km of new tracks
- Northstar Express is our direct train service, providing frequent trips between major destinations.
- Star Connector is our local service that connects smaller communities without compromising speed and comfort.
1-2 Trains Every Hour
400 km/h Top Speed
Fully Electrified
The Cleanest
Way to Travel
Northstar,
a ride to enjoy.
Northstar is a cutting-edge bullet train service that not only efficiently transports passengers through cities but also provides an unforgettable journey for the user through the most recent technologies like personal AI assistants or the immersive VR experiences integrated throughout the train.
Our goal is to revolutionize the concept of travel by combining high-speed transportation with entertainment and exploration.
Target Audience
Transit Oriented Development
The primary advantage of train travel is that stations are centrally located, allowing destinations to be within close distance. Contrast to airports, which are located on the outskirts of the city.
Northstar™ will partner with developers to promote Transit Oriented Development (TOD), which allows high density and mixed use development within walking distance of stations. This offers more convenience and further benefits the climate by reducing motor vehicle use.
Design Values
Economic Impact Analysis
Risk Analysis
Key risks include construction delays, cost overruns, and lower-than-expected ridership. Mitigation strategies include careful project management, contingency planning, and robust marketing efforts to attract ridership.
Experience Design
and Services: App and AI
User-Interface &
User-Experience Design
The interface and experience design emphasizes simplicity, efficiency, and user engagement. The app features an intuitive layout, enabling effortless navigation and seamless booking through efficient search tools, step-by-step flows, and customizable options. Rich multimedia content and informative details enhance the user experience by showcasing services, amenities, and destination highlights.
Prioritizing accessibility and inclusivity, the design ensures comfortable navigation for all users, with multilingual support and integrated feedback mechanisms to continually improve and adapt to diverse passenger needs.
Personal AI Assistant and Smart Booking
Our smart booking system transforms travel planning with personalized, AI-driven assistance. Passengers simply share their preferences—like departure times, seating, budget, or amenities—and the system generates tailored itineraries. By integrating diverse user inputs, the AI enhances recommendations, delivering a more satisfying and personalized booking experience.
Loyalty Program and Tokens
Earn Points
Earn 1 point for every kilometre traveled between Toronto and Montreal using Nothstar train service, equating to 1000 points for a round trip.
Membership Tiers
You can progress through three membership tiers based on the total points accumulated:
Gold Tier (15,000 points): Priority boarding, access to exclusive lounges.
Platinum Tier (25,000 points): Priority boarding, access to exclusive lounges, complimentary upgrades to premium seating.
Diamond Tier (35,000 points): Priority boarding, access to exclusive lounges, complimentary upgrades to premium seating, personalized concierge service.
Bonus Opportunities: Members can unlock additional benefits by signing up for the loyalty program and paying a small undisclosed fee, such as: priority boarding, extra luggage storage, access to exclusive lounges, and redeem points for rewards, such as free tickets, upgrades, and discounts on future bookings.
Experience Design
and Services: Waiting Lounge
Quiet Pods
Ideal for those voyagers who want study or meditate. Featuring interior displays capable of illuminating a range of colours, gradients, and high-resolution imagery. Inspired by James Turrell's art, these colours lead the meditation modules. Additionally, these displays also allow users to participate in quizzes and activities from the comfort of their pod. Quiet Pods are perfect for needing a moment of peace today's bustling world.
Augmented Dining Area
Dining inspired by Le Petit Chef, integrating projection mapping and virtual reality technology to create a finely curated culinary journey showcasing future foods. This immersive experience transcends traditional dining by incorporating sensory elements like sound and scent alongside augmented reality. Setting a new standard, this unique offering marks a first-of-its-kind feature that we anticipate passengers will travel specifically to experience.
A series of meticulously crafted food courses, each offering a glimpse into culinary innovation. From the dishes from every city that Nothstar™ passes by to future predictive foods by AI and inventive fusion creations that meld unlikely tastes and textures. This dining experience promises to captivate the senses and elevate the palate.
Activities and Entertainments
While passengers are waiting, they can participate in a quiz for a chance to win exciting rewards. Accessible through touch screen devices integrated into every chair/pod, as well as provided VR sets and using the Northstar App, participants can seamlessly join using their registered accounts.
The trivia winner will receive tokenized incentives like a generous 50% discount on their next ticket, while runners-up will receive exclusive merchandise or complimentary food offerings.
Before the quiz begins, participants can vote on their preferred genre, adding a personalized touch to the experience. Designed to entertain passengers awaiting their trains, Trivia offers an enjoyable way to pass the time, complete with enticing incentives for eager participants. Join us for an interactive and rewarding pre-departure experience like no other.
Experience Design
and Services: On-Board Services
Sensor Pro
Each premium seat is equipped with a Sensor Pro, which includes one projector chip that connects on the head and a controller chip that connects to the hands, providing you with an immersive experience.
Know what you’re ordering: preview our gourmet meals in 3D.
Never get lost: explore a 3D map of our stations to plan and navigate routes to exits, lounges, and other amenities.
Learn along the way: landmarks and interesting facts will be displayed on the sensor when looking out the window.
VR Carriage
Premium passengers get access to our state-of-the-art VR cart, which offers a captivating 360-degree visual experience, transporting riders from the serene depths of the ocean to the breath-taking heights above the clouds. This feature makes the journey unique, enhancing the travel experience beyond mere transportation. It stands as a testament to our commitment to innovation and passenger satisfaction, offering not just a journey, but an exploration of beauty and tranquility.
Pricing Model and Packages
