Migrating 3m+ travellers from chipcard to OV-pas
Client
Nederlandse spoorwegen
Year
2025
When Nederlandse Spoorwegen decided to transition from the OV-chipkaart to the new OV-pas, a complex challenge arose: how do you guide millions of travelers through a fundamental change in how they pay and travel?
I helped develop migration strategies and digital customer journeys, analyzing different traveler segments, mapping pain points and needs, and designing solutions for the webshop, ticket machines, and activation processes for both consumer and business travelers. The outcome: a smooth transition, higher Customer Effort Score (CES) while mitigating churn.
This work was carried out on behalf of CX agency Essense.
Scope of Work
Help us migrate from card to pas
Here I designed the final tested with users version of the selection page of which OV-pas you want
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