The UK’s largest ROSCO needed to ensure their legacy fleets were desirable for future franchise opportunities. An extensive experience audit, covering 4,850 miles across the UK – including ethnographic observations, passenger intercepts, crew shadowing, persona creation, lifestyle and cultural studies and technical forensics –gave us a 360 degree grounding in critical needs, pain-points and desires. This backbone of insight informed a series of design phases and refurbishment proposals for a range of train types on the UK’s most important railway franchises.