Title	MOBILITY FOR A NEW GENERATION
Brand	DEUTSCHE BAHN VERTRIEB
Product/Service	QIXXIT
Category	A08. DIGITAL DESIGN
Entrant Company	CHEIL GERMANY Schwalbach, GERMANY
Advertising Agency	CHEIL GERMANY Schwalbach, GERMANY

Name	Company	Position
Dr. Clemens Lango	Cheil Germany Gmbh	Head Of User Design Experience
Sven Lohwasser	Cheil Germany Gmbh	Account Service Director
Roland Rudolf	Cheil Germany Gmbh	Chief Creative Officer
Lars Backes	Cheil Germany Gmbh	Head Of Digital Strategy
Ertekin Özcelik	Cheil Germany Gmbh	Senior Art Director
Sascha Kirpal	Cheil Germany Gmbh	Senior Conceptual Designer
Thomas Smuda	Cheil Germany Gmbh	Content Designer
Frank Neuhaus	Cheil Germany Gmbh	Client Service Director
Laura Müller	Cheil Germany Gmbh	Project Manager
Sung Chan Ra	Cheil Germany Gmbh	Regional Head
Volker Selle	Cheil Germany Gmbh	Chief Executive Officer
Kyung Mo Lee	Cheil Germany Gmbh	Chief Financial Officer

Brief Explanation

The objective was to develop a service empowering users to handle the complexity of today’s mobility. As the essence of mobility is being on the go a key insight was that the complete functional scope had to be integrated within the small screen of a mobile device – from finding the optimum means of transport to constantly being guided on the go. The challenge was to conceive a solution which is desirable and usable in seconds even though: the product category is new, the functional scope is very broad and a massive amount of data has to be represented.

The Brief

Mobility needs are changing. People have access to an increasing number of diverse means of transportation. Furthermore mobility happens more and more spontaneously. Deutsche Bahn wants to be a first mover in modern mobility. The brief was the conception of a personal mobility advisor which allows customers handling the complexity arising with the broad options and demanded flexibility in modern mobility. An optimum user experience should delight the user and ensure instant usability.

How the final design was conceived

Qixxit integrates all means of transport and connects them on one platform – train, bus, tram, subway, city train, long-distance bus, rental-car, taxi, car-sharing, bike-sharing, car, bike, footway and plane. Despite the broad functionality and immense amount of data to be presented the groundbreaking user interface of Qixxit enables everyone to compare connection alternatives at a glance and to book the preferred trip. En route the user is guided by the app, gets realtime information on progress, changes and delays. The innovative representational model is consistent across mobile, tablet and desktop. It allows superior usability and a delightful user experience.

Indication of how successful the outcome was in the market

Qixxit is a digital innovation which defines an absolute new product category. There is nothing comparable on the market. Right from the start Qixxit generated a stunning number of app downloads and received enthusiastic press coverage, feedback of users, portals and blogs. Deutsche Bahn positions itself as a progressive player in the world of today’s mobility. Sometimes the experience of a service has a stronger impact than a classic communicative campaign. So Qixxit is not only a digital product to make our lives easier – it is also a brand statement.