The brief

Have you ever used Seatfrog? If not, you must! The app lets you find the cheapest train tickets available, and it’s really, really well written. Seatfrog approached me to create their tone of voice, messaging framework, email content and app copy. They wanted a tone that stood out from more formal rivals, making them the ‘Virgin Money’ of train travel. They also wanted an app that was easy to use. Tongue-in-cheek language and straightforward content design? There was only one man for the job.

The process

The ideal user journey for Seatfrog is simple: Choose your destination, browse tickets, buy tickets. But there are also add ons which can make it more confusing. For example, you can also swap tickets, meaning if your train is delayed or your plans change you’re not left in the lurch. The app gives you access to exclusive first class tickets too, letting you either buy directly or enter their unique auction, where you bid to win an upgrade. With all that in mind, things could get a little tricky.

My job was to make sure they didn’t.

I worked with UX designers and developers to plot the ideal journey and all its off-shoots. I filtered the tone of voice through every stage of the process, ensuring the Seatfrog edge was ever present, without ever getting in the way. I tested, rewrote, rejigged and refined every step, leaving users with a seamless way to save on trains.

The outcome

One punchy, edgy, easy to use app that made it straightforward (and fun!) to travel via rail. Download it - you’ll save money and have a nice time doing so. Seatfrog liked it so much I was also asked to write the copy for their website, their careers page and their marketing materials. You can’t catch a train any more without spotting my work. Sorry.