Project Eurail
Emotional Target Group Strategy &
Interactive Quiz App Concept
Interactive Quiz App Concept
About the Project
Eurail wanted to strengthen user engagement and improve newsletter performance.
The brand sensed that its communication did not fully reflect the emotional motivations of modern travelers.
The project focused on aligning segmentation, messaging, and interaction design with Eurail’s core values of curiosity, flexibility, and sustainability.
Scope
Brand Strategy · Emotional Segmentation · UX Concept · Visual Direction · Prototyping
The brand sensed that its communication did not fully reflect the emotional motivations of modern travelers.
The project focused on aligning segmentation, messaging, and interaction design with Eurail’s core values of curiosity, flexibility, and sustainability.
Scope
Brand Strategy · Emotional Segmentation · UX Concept · Visual Direction · Prototyping
The Challenge
• Existing target groups were partially inconsistent with the brand identity
• Communication lacked emotional precision
• Newsletter signups were underperforming
• Users experienced frustration and a lack of inspiration when planning trips.
The central question became:
How can emotional segmentation translate into measurable engagement?
01
Target Groups &
Communication Strategy
Based on Eurail’s brand values — curiosity, flexibility, sustainability — I restructured the segmentation.
This ensured communication aligned emotionally with the brand instead of relying solely on demographics.
• Analyzing emotional travel motivations
• Identifying pains & gains
• Selecting 3 core lifestyle segments as target audience
• Creating representative personas to enable empathy-driven design
Furthermore I designed a communication strategy which aimed to stimulate discovery, flexibility, and inspiration — not just inform.
• CTA systems aligned with curiosity & sustainability
• Emotion-based marketing vocabulary
• Image & photography guidelines
• Action triggers (Von Restorff effect, Story bias principles, etc.)
This ensured communication aligned emotionally with the brand instead of relying solely on demographics.
• Analyzing emotional travel motivations
• Identifying pains & gains
• Selecting 3 core lifestyle segments as target audience
• Creating representative personas to enable empathy-driven design
Furthermore I designed a communication strategy which aimed to stimulate discovery, flexibility, and inspiration — not just inform.
• CTA systems aligned with curiosity & sustainability
• Emotion-based marketing vocabulary
• Image & photography guidelines
• Action triggers (Von Restorff effect, Story bias principles, etc.)
02
Quiz App Concept & UX Design
To increase engagement and collect emotional preference data, we designed a playful quiz app.
Concept:
Users answer emotionally structured questions (based on the principle of Semantic Differential) and receive personalized travel inspiration.
My contribution:
• Information architecture
• Wireframes
• High-fidelity Figma prototype
• Visual alignment with Eurail’s branding
• Instagram story banner ad concept
• Video-based app version concept
The quiz served three strategic functions:
• Boost newsletter signups
• Increase booking intent
• Collect emotional segmentation data
Concept:
Users answer emotionally structured questions (based on the principle of Semantic Differential) and receive personalized travel inspiration.
My contribution:
• Information architecture
• Wireframes
• High-fidelity Figma prototype
• Visual alignment with Eurail’s branding
• Instagram story banner ad concept
• Video-based app version concept
The quiz served three strategic functions:
• Boost newsletter signups
• Increase booking intent
• Collect emotional segmentation data
The Quiz Questions
I designed our quizzes’ questions and answers based on the principle of “Semantic Differencial”.
You find my blog post on this topic on:
You find my blog post on this topic on:
The Result
• Clear emotional repositioning of core audiences
• Defined personas with actionable communication guidance
• A scalable interactive quiz concept
• Emotion-driven social media framework
• Data-based segmentation foundation
After the Eurail project, similar quiz concepts were adapted for brands such as Bacardi, Cosnova, Signet, and Breuninger