“…This is a part of the applied user-or human-centered approach (e.g., Boy, 2017), which has been pursued by the SBB in various areas (e.g., train station platform design (Schneider et al, 2018;Schneider et al, 2021), websites, in-house applications (e.g., Schneider et al, 2016;Vol-lenwyder et al, 2018), and accessible mobile applications (Vollenwyder et al, 2020). Current discussions on methods to gather customer insights include suggestions to collect retrospective data or data from a subjective perspective (Said et al, 2015) in real-time and using newer innovative methods (Schneider et al, 2018;Schneider et al, 2021). Furthermore, Said et al (2015) contend that while there is significant literature on the necessity and influence of customer insights on decision-making, there is a lack of literature exploring the generation of customer insights in real environments.…”