LNER - London North Eastern Railway

LNER Digital Experience Strategic Evolution (including Station of the Future)

17 Incomplete applications

13 SME, 4 large

0 Completed applications

Important dates

Monday 2 December 2019
Deadline for asking questions
Monday 9 December 2019 at 11:59pm GMT
Closing date for applications
Monday 16 December 2019 at 11:59pm GMT


Summary of the work
Digital Blueprints for 4x core areas of LNER Customer Journey and review of LNER Digital Framework, visualisation of the framework and advice on how to socialise to ensure internal adoption.
Latest start date
Monday 20 January 2020
Expected contract length
up to 3 months
No specific location, eg they can work remotely
Organisation the work is for
LNER - London North Eastern Railway
Budget range

About the work

Why the work is being done
LNER has huge ambition to become an industry leader in digital and is investing heavily in the digital space. In January 2019 a new Digital Department was formed to deliver a transformed end to end digital experience driving market and revenue growth, brand awareness and advocacy for LNER.

In the UK Customer Satisfaction report Transport has the 2nd lowest Net Promoter score of all categories (Rail is among the lowest of the categories). LNER are bucking this trend slightly – scoring top performing long distance UK TOC (July 2019 UKCSI). We firmly believe our digital transformations can help improve this further, placing our ambitions as best in class in travel rather than against other rail operators.

Our Digital department is not just about our ‘website’ – but every digital touch point a customer/employee may have and our ambition is to move toward a truly joined up omni-channel experience. As part of this we will identify a flagship "Station of the Future" to significantly advance customer experience through application and trial of digital technologies across all touch points, stretching from gate lines, to information displays, to tools LNER staff have available to help customers.
Problem to be solved
LNER have a high level Digital Framework in place. We are now looking for facilitation to formulate a detailed future digital vision in the form of a blueprint, and visual overview of how the whole digital narrative comes together to guide our post 2020 digital focus.

This requires Digital blueprints for 4x core areas of the LNER customer journey:
- Retail
- Journey Information (inc disruption)
- Onboard experience
- Station of the Future (will be a spin off project in its own right)

We are looking for visionary outputs of how technology can help to transform our experience.

Expected outputs of this activity:

-Facilitating workshops with stakeholders to document where LNER are now, and bring to life our 18 month overarching plan.

-Relevant competitor analysis.

-Produce Blueprints for what LNER's 2025 digital experience should look like in the 4x areas, setting a bold vision that our roadmap can work towards and including differences by customer personas.

-Review LNER's current digital framework (customer journey, principles, personas and user journey template) and advice on effectively socialising this framework to ensure it is being utilised daily across the Dept.

NB: prototypes and proof of concepts are out of scope of this proposal.
Who the users are and what they need to do
The users of this piece of work will primarily be the Digital Department to inform direction of projects across multiple products and platforms, and informing key decisions and prioritisations across the Department to ensure we are building towards a robust digital future.

The outputs will also impact business plans for our Station, Operational, Customer Experience and People Deptartments.
Early market engagement
Any work that’s already been done
Comprehensive and thoroughly researched end-to-end customer experience (produced in 2014).
Stakeholder-produced summary of customer and staff pain points
Ongoing research including:
Annual National Rail Passenger Survey (LNER customers)
Ongoing Net Advocacy Scores (LNER’s version of NPS)

Digital customer persona drafts (informed by multiple data sets)
18 month Customer Product roadmaps for Website, Mobile App, Retail Engine, In-station (inc Ticket Vending Machines,) Onboard (WiFi & Digital screens)

Digital vision video for 2020/21.

We are not seeking for this work to be recreated – rather we need facilitation to formulate all of this into our future vision alongside external visionary thinking.
Existing team
The LNER Digital Experience Team will lead this project with engagement from Stakeholders across the business including our Customer Experience, Operational and Digtal & Innovation Departments.
Current phase
Not applicable

Work setup

Address where the work will take place
Work can be completed in the supplier offices with travel to LNER Head offices in Kings X London and York. Travel will also be required across the route as relevant for outputs or client engagement.
Working arrangements
Working arrangements will be dependant on the suggested approach. We anticipate there to be Face to face workshops as required and Conference call updates at an agreed cadence.
Face to face workshops in the selected Flagship Station of choice will be required.
Security clearance

Additional information

Additional terms and conditions

Skills and experience

Buyers will use the essential and nice-to-have skills and experience to help them evaluate suppliers’ technical competence.

Essential skills and experience
  • Demonstrate experience of creation of forward thinking Digital Customer Experience / service design Blueprints
  • Demonstrate experience in analysing insight and applying to strategic visions
  • Demonstrate experience working with customer service focused companies.
  • Demonstrate experience of providing strategic outputs that are omni-channel and place the user at the heart
Nice-to-have skills and experience
  • Demonstrate experience in delivering Digital Customer Experience Blueprints for Travel related companies
  • Demonstrate experience of delivering projects with multiple stakeholder groups of varying digital competency

How suppliers will be evaluated

All suppliers will be asked to provide a written proposal.

How many suppliers to evaluate
Proposal criteria
  • Describe how you would approach the project, including how you would utilise existing assets and business knowledge and outputs
  • Create a delivery plan for the project, including estimated time frames for the work, milestones and any risks and dependencies
  • Provide 3 x Case studies maximum of similar and relevant outputs delivered for other clients (these should include physical experience design, and ideally customer service companies)
  • Describe your team set up and who would be responsible for delivering / overseeing the work
  • Describe any additional user research validation you think is required to deliver this project
  • Describe how you would rapidly deploy a team that is able to deliver quick wins
  • Provide a breakdown of costs by output, and provide tiered options in a gold / silver / bronze package
Cultural fit criteria
  • Demonstrate how you would work with us and our stakeholders in a transparent and collaborative way to achieve the desired outcomes
  • Your approach to embedding a team quickly within organisations with differing cultures
  • Evidence where status quo has been challenged resulting in forward thinking deliverables
  • Explain how your company values fit with LNERs values of "Be Bold, Own IT, Always Care, Bring Passion"
Payment approach
Fixed price
Additional assessment methods
  • Case study
  • Work history
  • Presentation
Evaluation weighting

Technical competence


Cultural fit




Questions asked by suppliers

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