Deutsche Bahn AG


Learning, fun, authentic, likable, 360°
Metaverse, Immersive & Virtual - Science & Education / People's Voice Winner
Deutsche Bahn AG

Metaverse, Immersive & Virtual - Science & Education


Q: Can you briefly describe your project and the concept behind it?

A: The interrelationships in rail transport are quite complex. With Bahn360, we wanted to convey this to existing and new employees quickly and in an interesting way. This is also how we get potential new colleagues and customers excited about rail. Use is voluntary, so we chose an innovative, interactive approach that conveys information as easily as possible, can be used anytime and anywhere, and is fun.

Q: Once you settled on your idea, what influenced your decision on the chosen technical approach? How did it differ or go beyond approaches you’ve taken in the past?

A: To create the best offer for our customers, all employees must pull together and understand the tasks and contexts. Previously chosen approaches to conveying content were often a bit dull. We therefore wanted to activate our users, let them go on a journey of discovery, captivate them, almost make them addicted.

Q: What were some of your biggest learning and takeaways from this project?

A: Even during development, it felt right. Everyone involved pulled out all the stops to make the video shoots possible and something special. Bahn360 adds a lot to the sense of community and makes you proud to have created such a format together and to be part of the company. After the release, we received many requests to shoot more scenes.

Q: What web technologies, approaches, tools, or resources did you use to develop this experience (WordPress, headless, AI, Sublime Text, HTML5, Adobe XD, etc)?

A: For layout tuning we used Adobe XD. The application is an in-house development of Kubikfoto with metaverse features and concepts in a real world environment based on HTML5, vue.js and Javascript.

Q: How did the final product meet or exceed your expectations? What results did you see?

A: Our expectations were clearly exceeded. Employees use Bahn360 for an average of 44 minutes per visit. The number of users is 7 times higher than we had planned. On average, users rate Bahn360 with 4.86 out of a maximum of 5 points. Users can ask over 140 questions, find hidden easter eggs, learn about innovative topics, play small games, etc. AI-generated content was also used.

Q: Why is this an exciting time to create new digital experiences? How does your team fit into this?

A: Bahn360 was developed as part of a project to revolutionize learning at DB. The innovative format enriches the portfolio of classic knowledge transfer. For voluntary offerings to be really used, users must see added value for themselves and enjoy using them. We wanted to make learning as easy and enjoyable as possible.

Q: How did you reach a good balance of your own creative ideas and technical capabilities with a fair representation of the client’s brand?

A: We were able to bring everything together in a great way. We shot in places that are typically associated with the brand and also showed some places that you don't normally get to see (e.g. a driver's cab or an operations center). The corporate design leaves enough room to be staged in a new way. The creative collaboration between Deutsche Bahn and Kubikfoto complemented each other perfectly.

Q: What did your initial moodboard, wireframe, or prototype look like? How did those ideas change throughout the design process?

A: We made the first visualizations on a Miro board. Here we sketched out what should be seen in the individual scenes and how they are connected to each other. It was important to us not to depict the company with its individual business units, but as a unit, i.e. to explain interrelationships. It was also important that we only get real employees in front of the camera. The design had to be minimalist and modern.
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