How to optimize booking system for a Japanese railway network.


About the Client

JRPass is a UK-based company selling tickets for Japanese railway connections all around the world. You click, order, pay - and within a few days you have the ticket arriving at your doorstep. With JRPass you can travel all around Japan or within its specific regions with just one ticket.

Client profile Travel Location UK/Japan Work duration 5+ months


We took the project over from the previous team. The process of transferring the work was challenging in itself. The system had to be continuously developed, while the developers and process were changing. During the development, we also encountered several challenges connected to performance and business optimization.

The main ones where:
  • integrating the project into our development framework
  • lack of Regional Passes offers
  • lack of website translations to various popular languages
  • old versions of the framework


We started by slowly taking over the development jobs and responsibilities from the previous team. The whole process of transferring the project took about two months. Finally, when we established ourselves as the new development team, we organized a workshop with the client to define milestones. We introduced them to our Ideamotive working process (weekly sprints, daily stand-up reports and more). At the same time, we began with development and code refactoring.

Here is the choice of the solutions we used:
  • roadmap planning meeting
  • SEO audit
  • performance audit
  • framework upgrades
  • security check-up and updates
  • site translation into multiple languages
With focus on Ruby on Rails Prototyping

Business outcome

22 Regional Passes for all Regions of Japan
10 New Translations on the Website
10 New Payment Methods

JRPass implemented innovative regional passes with lower prices, which allowed higher and better targeted sales. Thanks to an SEO audit and A/B testing, the website traffic and conversion rates increased. The business processes within payment module were optimized to decrease transactional costs. Overall, the business noted a significant increase in sales.

  • increase in website traffic
  • optimized transactional costs
  • increased sales