Rail Delivery Group: Rail Data Marketplace

Link to Rail Data Marketplace: https://raildata.org.uk/

Link to more information about Rail Data Marketplace: https://raildata.org.uk/helpAndInformation/aboutRDM

Project Overview: The Rail Data Marketplace (RDM) is a cross-industry initiative aiming to transform the rail industry by creating a single public-facing data platform. This platform amalgamates rail and cross-modal data, improving efficiency with the aim of sparking innovation within the industry for businesses and developers.

Research Process:

Following the Government Digital Service (GDS) standards, extensive user research was undertaken across a diverse selection of stakeholders:

National Rail: Interviews and workshops with National Rail representatives helped understand their data management practices and user needs for accessing and sharing data.
Train Operating Companies (TOCs): Research with TOCs focused on their specific data requirements and potential use cases for the RDM.
Travel Planning Companies: User research with established players like Citymapper explored their current data challenges and how the RDM could address them.
Start-ups: Engaging with new, smaller start-ups provided valuable insights into emerging data needs and innovative applications within the rail sector.

Methods used:

Interviews: Semi-structured interviews allowed for in-depth conversations about user workflows, pain points, and aspirations for the RDM.
Workshops: Interactive workshops facilitated brainstorming sessions and helped build consensus on key features and functionalities.
Persona Development: Based on user research, personas were developed to represent different user groups within the RDM ecosystem (for example, data analysts, app developers, passenger information providers).
Journey Mapping: User journey maps were created to visualise users’ interactions with data, identifying potential roadblocks and opportunities for improvement within the RDM platform.
Alpha GDS Assessment: Following the initial research phase, we submitted the RDM concept for an Alpha assessment by the Government Digital Service (GDS). This rigorous review process ensured the platform adhered to user-centered design principles and GDS best practices.
Prototype Testing: Upon successful completion of the Alpha stage, we conducted user testing with a large and diverse group of individuals. This included representatives from National Rail, Train Operating Companies, travel planning companies like Citymapper, and new start-ups. Interview sessions with these users explored their interactions with a high-fidelity prototype of the RDM platform.

Outcomes:

The research phase resulted in a comprehensive understanding of user needs and expectations. This data informed the development of the RDM platform, ensuring it caters to a diverse audience and fosters innovation within the rail industry. Potential metrics for success could include increased user adoption, improved data accessibility, and the emergence of new data-driven applications that benefit passengers and businesses alike.

Launched to public use last year, the Rail Data Marketplace (RDM) stands as a groundbreaking initiative within the UK government. This first-of-its-kind platform amalgamates rail and cross-modal data into a single, public-facing resource. By fostering easy access to a vast pool of information, the RDM aims to spark innovation and improve efficiency across the entire rail industry.

Example persona of a large data aggregator

Customer journey map for a data consumer

Research into the different data types that would be of interest to data consumers

Commercial research delved into the monetisation opportunities for the RDM

Prototype testing revealed opportunities for improvements to the interface before development

Feedback on how users wanted to view a catalogue of data

Card sorting activity was conducted to ensure the data taxonomy was understandable to experienced and non-experienced users

Commercial research into what users place the most value on when paying for data

Research into what users value the most in a data platform

Interim report of users and organisations spoken to as part of the research

Users expectations on how a data marketplace should work

Risks and opportunities of launching a Rail Data Marketplace

User expectations around how licensing of data should work