eurostar
A case study of how we supported Eurostar with in-house visual design consultancy. During our time with Eurostar, we helped them with both “business as usual” tasks and more radical UI design transformation, creating a dedicated design system and delivering their digital roadmap.
the brief
Craig was provided on a consultancy basis, working as an integrated part of Eurostar. Split across the primary train booking team and the hotel ancillary team, he supported delivery of the digital road map as well as definition of a new design system.
During the tenure at Eurostar, we delivered value by working within an agile team to continually optimise the performance of the booking journey. We looked at implementing new visuals, collaborating on feature enhancements, conversion rate techniques and experience enhancements. Features such as date pickers, payment selections, progress indicators, lowest fare finders and user reviews were all explored, validated and launched with great performance metrics.
Image: A before and after of the checkout page redesign
checkout redesign
Alongside the other optimisations, as a team we set out on a checkout page redesign. This included lots of new features like card type auto-detect and address lookup, but the big change was in the visuals. This is a shining example of how a well considered user interface can not only elevate the appearance of the page but have a big impact on performance. As part of the work we:
Reworked the design into a single column to drive customer focus
Removed all secondary content to minimise distractions
Streamlined the fields to the bare minimum
Introduced security queues to encourage payment completion
Refined the order summary to clarify and not confuse
We used our updated design system to create a cleaner, more consistent UI language on this page. At Eurostar, we always checked every test with real users using a mass testing tool called Validately. This eventually progressed onto MVT testing before launching on the main website. Our checkout redesign resulted in a significant improvement on conversion rates, generating millions of pounds additional each year in revenue.
Image: Design systems are comprehensive, consistent and flexible
design system
We joined Eurostar at an exciting time, full of digital change and transformation. This made it perfect timing for an overhaul of the digital design system, to make it fit for purpose as Eurostar continue on their digital evolution journey.
Taking their existing brand and a proposed new home page design, we refreshed the digital design principles. This included implementation of a new responsive grid, improved vertical rhythm with a baseline grid, clarity on messy typography rules, improved form design and a coherent colour palette.
the finished result
From checkout redesign through to a complete design system to fuel Eurostar’s ongoing digital transformation, this was a huge project with a household name - and one we’re really proud of.
Eurostar enjoyed the benefits of an invigorated checkout and the increased revenue that came with it. And we empowered Eurostar with the tools they need to maintain their brand aesthetic in everything they do going forward, securing their future success.
So, shall we begin?
Large scale digital change is where Bruce thrives. We have worked with lots of household names on service design projects and eCommerce consultancy. Achieve your objectives and fast.