Helping the business transform from an old, archaic website to a brand new responsive, modern, spacious design using best practices and a design system crafted from scratch.

Context

Eurotunnel launched 30 years ago to provide a tunnel link between Folkestone, UK and Calais, France. The brand, infrastructure and customer experience have not significantly changed in this time. The organisation are now investing in a transformation programme to modernise the experience, ticketing, brand, terminals and technology. This started with the commissioning of a new brand and a change in name to LeShuttle.

Problem

The website had grown organically over this time, was bloated with unnecessary and out-of-date content, and had an unconventional booking process that new users found confusing. They needed a complete redesign, to rethink the structure, visual identity and overall experience with an ambition to attract a new audience of younger travellers and to improve conversion.

My Role

Introduced as a visual designer after the team has research pointers and results at hand, My role was to ensure that our validated results were reflected back on the interface in an accessible and web friendly format. I worked with 6 other designers in teams to design the mobile and tablet versions of the key booking flows and article section web pages. I played the lead role in building new brand components for the component library and collaborated with the engineers to add them into storybook to ensure design and development efforts were synchronised after I rolled off the project.

UX Approach

We started by interviewing stakeholders auditing the content and reviewing their website analytics, researching competitors, and creating divergent concepts for the experience and information architecture to test with customers. Based on the insights from testing, we refined our concepts, built out a new sitemap and created experience principles to guide the design.

Design System

We explored a new experience across key user journeys before refining our visual expression and sitemap. I then created a foundational design system and supported the tech partners in adopting it and modernising their ways of working to ensure consistency across the content site and booking engine. My key role at this stage was to build the components for payment, booking flow and integrate them into the component library by collaborating with other designers, brand teams and developers.

Output

We produced a digital expression of the new brand that is engaging, modern and encourages exploration. A core value of the team was to design inclusively and to ensure the site is accessible to all, and we were able to work with the branding agency to ensure the brand was accessible.

We designed and handed-off a set of booking flows and marketing web pages that is responsive across different platforms like web, mobile and tablet. We have also supported the client’s tech partners in the development stages.

Impact

The business has just launched the new brand and website along with the booking flow out to customers and we are tracking conversion metrics to validate our design solutions and further iterate on key journeys. The sales of tickets have gone up since the launch based on data.

Personal growth

From this project, I've refined my visual design skills, working on complex scalable design system components, writing documentation for future designers and developers on the product and being collaborative in shipping a new website experience across different device resolutions.