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Polar Explorer

image of Raigo Lilleberg, the freelance product designer

A guided tour experience offering multilingual audio guides and a chance to swim in the icy waters of the Bothnian Sea

Outcome

  • 50% shorter online booking journey

  • Estimated 60-65% fewer customer service inquiries

  • Enhanced content consistency within the booking process

Resources
Problem

The project faced several key challenges that needed to be addressed to improve the user experience and service efficiency:

Low usage for online booking

  • the booking process was unclear and complicated, leading to usability issues

  • multiple entry points with inconsistent content created confusion

  • add-on services were hidden and difficult to discover

Customer support overwhelmed with booking requests

  • manual, time-consuming tasks limited efficiency

  • the team couldn’t focus on other priorities or service improvements

  • customer support relied on one person, creating bottlenecks

Technical customisation limitation for booking widget

  • limited options for addressing business and user needs

  • managing the widget through the Checkfront platform was complicated and inefficient

  • this led to an inconsistent user experience and weakened brand perception

Objectives

Redesign the online booking experience for the Icebreaker tour

  • simplify and streamline the booking journey to improve usability

  • rebuild booking logic and management to align with business needs and brand perception

  • make add-on services easier to discover and select within the booking flow

Reduce customer service inquiries related to booking

  • minimize manual, time-consuming tasks through improved booking usability

  • clarify the booking process to reduce confusion and common issues

  • allow customer support to focus on higher-priority tasks by reducing inquiries

Improve visibility and accessibility of add-on services

  • highlight additional offerings within the booking process to boost engagement

  • make booking add-ons more intuitive and easy to find

  • integrate relevant services to enhance revenue opportunities seamlessly

Process

Understanding

As always, everything starts with gaining a complete understanding of the problem, current situation, expectations, goals, obstacles, and overall context.

  • we discussed the challenges and priorities to get aligned on the key areas to address

  • reviewed the current online booking flow and identified pain points

  • evaluated insights and proposed solutions that aligned with priorities and practical constraints

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Planning, strategy

After evaluating all inputs, I collaborated with the development team to explore options forward.

  • provided an overview of my understanding and rationale to ensure alignment with everyone

  • proposed two possible directions, each with pros and cons (comprehensive vs. targeted)

  • after prioritization and planning, we decided to focus on a targeted approach due to time sensitivity

  • no customer involvement was possible given time constraints

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Execution

We opted for a targeted approach due to time limitations and other priorities.

  • mapped the entire online booking journey, covering all accessible paths and settings

  • with no defined brand, I helped establish a brand baseline

  • considering the out-of-context approach, design was limited by existing website layout and UX/UI decisions

  • reworked booking steps and content for a more intuitive, helpful flow

  • simplified the UX/UI solution with centered alignment for better responsiveness and consistency across devices

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Results

  • 50% shorter online booking journey

    The booking flow was streamlined by removing unnecessary steps, making it more direct and intuitive. By mapping the customer journey and refining touchpoints, we cut the process time in half.

  • Estimated 60-65% fewer customer service inquiries

    Improved visibility and clearer guidance in the booking process significantly reduced customer confusion, leading to a noticeable drop in support inquiries and freeing up resources for more critical tasks.

  • Enhanced content consistency within the booking process

    While focused on the booking flow, content was reorganized within this journey for clarity and coherence. Though broader touchpoints weren’t fully addressed, these changes resulted in a smoother, more cohesive user experience.

Next steps

Expand the online experience

Moving forward, taking a broader view of the customer journey is key. This could include:

  • mapping and optimizing the entire journey, including pre- and post-booking touchpoints

  • enhancing brand coherence across all touchpoints to ensure a unified experience

  • revisiting the online booking system to align it more closely with the overall brand and service

Increase customer involvement

Bringing customers into the process can provide valuable insights and align the product with real user needs. This could involve:

  • directly addressing user feedback to enhance satisfaction

  • involving users in decision-making to build trust

  • testing and iterating with users to create better outcomes

Establish success metrics early on

To effectively measure improvements, it’s crucial to set clear metrics from the start. This might include:

  • tracking customer inquiries related to booking before and after changes

  • measuring satisfaction with the booking experience

  • gathering ongoing feedback to guide further iterations

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Curious to know more or see how this approach could work for your projects? Let’s connect and find out.