Sailing Towards UXcellence

Client: P&O Ferries

P&O Ferries was facing a problem: an outdated booking system was causing a large number of website drop-offs – and a significant loss of revenue. To get the system ship-shape, P&O set Performics @ Starcom a simple but ambitious brief: to reduce drop-off rates to 0% between each step of the booking user journey.

This wasn’t plain sailing. The online booking platform needed a hefty redesign to achieve a seamless voyage from landing to completion. To meet the challenging target, the team paired in-depth user research with innovative AI eye-tracking technology to delve into user behaviour and steer the booking process towards calmer waters. The final design was streamlined and efficient, replacing a stale, complex, and inefficient process with a simple, intuitive, user-first design. The result? Land ahoy! Performics @ Starcom met the impressive 0% drop-off rate objective, resulting in a huge increase in CTR and conversions. This incredible result will see thousands of additional users enter the conversion funnel, all thanks to a streamlined and intuitive redesign.