Client: Taiwan Railway Administration

Year: 2011

Team: Design and Strategy teams / Stony Ltd. Consulting

Role: Design Strategy, User experience design, Product concept development

Taiwan Railways Administration - Chinese valentine’s Day Commemorative Tickets - For celebrations of the annual Chinese Lovers’ Day by the Taiwan Railways Administration, my team designed commemorative tickets featuring QR codes that could be scanned by customers, giving them discounts at participating businesses and thus driving commercial opportunities for businesses, neighboring train stations, and scenic destinations. Another aim of this project and product was to reinvigorate the image of the TRA and attract a younger generation, thus increasing TRA product revenues.


1. How to create a product which can represent the brand image but also offer memorable user experience for customers on Valentine’s Day?

2. How to seize the holiday marketing opportunity and better utilize it in long term?

3. How could the new product exceed the past products?

4. How to attract both existing customers and potential customers?



Research -

Analysis and synthesis


Design Concept