Crafting seamless travel experience and driving 800% growth in revenue.
Products: Tallink Silja Mobile Booking, Tallink Silja MyJourney
Type: B2C, E-Commerce, Travel Booking
Role: Visual Designer
Duration: 2015 – 2017
Expertises: UX/UI Design, User Testing, Video Editing
Impact: 800% growth in mobile booking channel, 1600% ROI, 90% approval rating, 200,000+ app download in first six months
The challenge
Tallink Silja, the leading ferry operator in the Baltic Sea, relied heavily on outdated desktop booking systems and manual check-ins. The absence of a mobile solution led to fragmented customer experiences, especially for travelers navigating multi-leg journeys across Finland, Sweden, Estonia, and Latvia.
Our Mission
To design a comprehensive mobile-first ecosystem that streamlined the entire travel experience, from booking to boarding and beyond, enhancing user satisfaction and operational efficiency.
My Role
As part of the Qvik consultancy team, I:
Collaborated with stakeholders to define visual design strategies
Worked alongside UX researchers to gather user insights
Contributed to the development of a hybrid mobile app (iOS/Android) integrated with Angular-based web platforms
Our Approach
Holistic User Journey Mapping
Analyzed every touchpoint: planning, booking, terminal navigation, onboard activities, and post-trip engagement
Identified pain points to prioritize features enhancing the end-to-end experience
Mobile-First Design Implementation
Developed a responsive mobile app and web platform
Introduced features like online check-in, digital boarding passes, and real-time push notifications
Technological Integration
Leveraged emerging technologies: QR scanning, Apple Wallet integration, and password-less Single Sign-On
Ensured seamless interaction between mobile and desktop platforms
Results
The revamped digital ecosystem led to:
A significant increase in mobile bookings and overall customer engagement
Enhanced operational efficiency with reduced manual check-ins
Strengthened brand loyalty through personalized user experiences
The Tallink Silja mobile reservation saw 800% growth in mobile channel revenue within 2.5 years of its release, and a 1600% return on investment within the same time frame. It received over 90% approval rating among customers in post-booking surveys and saw more than 200,000 downloads in the first 6 months. The service was a finalist (top 5) for the Best Consumer Web Service in the Grand One award in 2016, and won the award for Best Customer Experience in the Blue Arrow award in 2016.