Designing and validating future subway stations with Hamburger Hochbahn

How can Hamburger Hochbahn provide a consistent user experience across all touchpoints of their future subway stations?
Hamburg’s new subway line, the U5, may be the project of a century, but it will open in just ten years. This makes the development of its future stations highly complex and expensive.


Our challenge was to design and validate a highly user-centric and future-focused vision for these stations. In so doing, we were to shape the future of Hamburger Hochbahn’s service offering.



In addition to a clear vision and design guidelines, we created a Virtual Reality (VR) experience to test real user interactions in a simulated future station.

At a minimum investment of time and effort, Hamburger Hochbahn was able to test, validate, and adjust their vision with real-life reactions to their future stations. Hochbahn was therefore able to quickly iterate key services, such as the passenger information system. In this novel fashion, both citizens and politicians could actively take part in the planning of such a large-scale civil project.