Next-Gen Mobility: Designing India’s RRTS App

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Info

In partnership with BCG, we reimagined the digital layer of a ₹2500 crore transport revolution.

Delivery

Prototype and Strategy

ESG

Overview

The Rapid Rail Transport System (RRTS) is one of India’s most ambitious mobility infrastructure projects, built to reduce travel time across cities while elevating commuter experience to international standards. In collaboration with Boston Consulting Group (BCG), we were tasked with designing the digital front door to this future: a metro app that would not only serve as a ticketing interface but become a real-time, intelligent travel companion.

Our mandate extended beyond usability—we were asked to drive passenger delight, operational intelligence, and new revenue streams from the palm of a commuter’s hand.

Challenge

Urban commuters aren’t looking for features—they’re looking for flow. For a system as complex and high-stakes as RRTS, the challenge was designing an app that could:

Handle millions of users across cities with varied tech fluency.
Translate real-world complexity (routes, stations, luggage, safety) into elegant digital pathways.
Serve both citizens and system administrators—balancing frontend delight with backend data strategy.
Drive revenue for NRCTC through contextual, in-journey monetization—without breaking trust or interrupting travel.

This wasn’t a commuter app—it was a national product hiding inside a phone.

Urban commuters aren’t looking for features—they’re looking for flow. For a system as complex and high-stakes as RRTS, the challenge was designing an app that could:

Handle millions of users across cities with varied tech fluency.
Translate real-world complexity (routes, stations, luggage, safety) into elegant digital pathways.
Serve both citizens and system administrators—balancing frontend delight with backend data strategy.
Drive revenue for NRCTC through contextual, in-journey monetization—without breaking trust or interrupting travel.

This wasn’t a commuter app—it was a national product hiding inside a phone.

Urban commuters aren’t looking for features—they’re looking for flow. For a system as complex and high-stakes as RRTS, the challenge was designing an app that could:

Handle millions of users across cities with varied tech fluency.
Translate real-world complexity (routes, stations, luggage, safety) into elegant digital pathways.
Serve both citizens and system administrators—balancing frontend delight with backend data strategy.
Drive revenue for NRCTC through contextual, in-journey monetization—without breaking trust or interrupting travel.

This wasn’t a commuter app—it was a national product hiding inside a phone.

Solution

We envisioned the RRTS app as a platform, not a tool—blending service design, urban mobility logic, and monetization into a single, unified experience.

What We Delivered:

One-Click Ticketing: Integrated UPI-based flow for instant purchase—minimizing queue times and app friction.
AR-Powered Navigation: Augmented reality station guidance helped first-time users and tourists orient quickly—no signage stress.
In-Journey Services: Introduced layered utilities like air quality data, SOS functionality, luggage tracking, and WiFi access—creating a “smart cabin” effect.
Monetization Without Intrusion: Delivered value-first upsells (e.g. food coupons, dynamic attraction pricing) embedded in the journey timeline—not as ads, but as options.
Admin-Level Intelligence: Designed backend dashboards for NRCTC teams to track user patterns, segment revenue sources, and push context-aware updates based on train location or rider history.

Everything was engineered to feel natural—yet deeply strategic.

We envisioned the RRTS app as a platform, not a tool—blending service design, urban mobility logic, and monetization into a single, unified experience.

What We Delivered:

One-Click Ticketing: Integrated UPI-based flow for instant purchase—minimizing queue times and app friction.
AR-Powered Navigation: Augmented reality station guidance helped first-time users and tourists orient quickly—no signage stress.
In-Journey Services: Introduced layered utilities like air quality data, SOS functionality, luggage tracking, and WiFi access—creating a “smart cabin” effect.
Monetization Without Intrusion: Delivered value-first upsells (e.g. food coupons, dynamic attraction pricing) embedded in the journey timeline—not as ads, but as options.
Admin-Level Intelligence: Designed backend dashboards for NRCTC teams to track user patterns, segment revenue sources, and push context-aware updates based on train location or rider history.

Everything was engineered to feel natural—yet deeply strategic.

We envisioned the RRTS app as a platform, not a tool—blending service design, urban mobility logic, and monetization into a single, unified experience.

What We Delivered:

One-Click Ticketing: Integrated UPI-based flow for instant purchase—minimizing queue times and app friction.
AR-Powered Navigation: Augmented reality station guidance helped first-time users and tourists orient quickly—no signage stress.
In-Journey Services: Introduced layered utilities like air quality data, SOS functionality, luggage tracking, and WiFi access—creating a “smart cabin” effect.
Monetization Without Intrusion: Delivered value-first upsells (e.g. food coupons, dynamic attraction pricing) embedded in the journey timeline—not as ads, but as options.
Admin-Level Intelligence: Designed backend dashboards for NRCTC teams to track user patterns, segment revenue sources, and push context-aware updates based on train location or rider history.

Everything was engineered to feel natural—yet deeply strategic.

Impact

Reimagined Commuter Expectations: What began as a ticketing tool became a travel ecosystem—boosting usage and satisfaction across cohorts.
Enabled New Revenue Channels: Real-time monetization models transformed station lobbies into economic hubs—food, commerce, tourism.
Improved System Efficiency: With backend dashboards and rider analytics, NRCTC gained tools to make smarter service decisions—fast.
Set a National UX Benchmark: The RRTS app now stands as a reference for future mobility projects—where infrastructure and interface move in harmony.

Reimagined Commuter Expectations: What began as a ticketing tool became a travel ecosystem—boosting usage and satisfaction across cohorts.
Enabled New Revenue Channels: Real-time monetization models transformed station lobbies into economic hubs—food, commerce, tourism.
Improved System Efficiency: With backend dashboards and rider analytics, NRCTC gained tools to make smarter service decisions—fast.
Set a National UX Benchmark: The RRTS app now stands as a reference for future mobility projects—where infrastructure and interface move in harmony.

Reimagined Commuter Expectations: What began as a ticketing tool became a travel ecosystem—boosting usage and satisfaction across cohorts.
Enabled New Revenue Channels: Real-time monetization models transformed station lobbies into economic hubs—food, commerce, tourism.
Improved System Efficiency: With backend dashboards and rider analytics, NRCTC gained tools to make smarter service decisions—fast.
Set a National UX Benchmark: The RRTS app now stands as a reference for future mobility projects—where infrastructure and interface move in harmony.