Bridge or ferry? Many Danes must regularly decide between these two options when traveling across the country. But the outdated website of the renowned ferry company Molslinjen left many potential passengers frustrated and confused. It was time to change that.
With five KPIs in mind – ranging from increasing online sales revenue to better showcasing products online – we began our journey. Passenger interviews on the ferry revealed needs and pain points. Because arriving on time stresses many passengers, we focused on the emotional experience of ferry riding. The output of a client prioritization workshop led to design concepts and a roadmap. From there, we expanded on user experience elements such as information architecture and user flows for the ticket buying experience. This let us design a personalized digital experience to better serve customer needs.
When it went live, the new Molslinjen website appeared in a totally new look – emotional images, new blue and yellow color palette – paired with a user-friendly design. The inviting tone of voice is equally compelling. As for the booking process, it’s simply a winner. One click per page, from first click to a purchased ticket in no more than 60 seconds – and all that from a website that works well on every platform. Now users can quickly and easily find the information they're looking for and book their journeys – the massive drop in calls to Molslinjen’s help desk is testament to that.
We are extremely happy with the result. Designit provided creative ideas and expertise in our industry and helped us escape from our old habits. With the new design, our customers complete the booking flow quickly and everything is now much simpler for them. We couldn’t have wished for anything more. Lasse Janerka, Online Manager
On the fresh new website, Molslinjen sold 61% more additional services. And overall sales of trip passes increased by 44%. Mobile conversion was up by 120%. Tablet and desktop conversion went up by 48% and 22%, respectively.
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