Attica colour

Optimizing UX and driving conversion rates. The Attica Group success story.

Attica Group, a leading player in ferry services across the Eastern Mediterranean, operating with well-known brands such as Superfast Ferries, Blue Star Ferries, Hellenic Seaways, ANEK Lines, and Africa Morocco Link, sought to increase sales through mobile devices. was appointed to address the pain points in the user journey as well as enhance the booking functionality, making it user and mobile-friendly as well as adding new features including multiple destinations in a single booking. Time was of the essence as the redesigned booking functionality needed to be operational before the summer season. 

Meeting the Challenge

To enhance mobile ticket bookings, the focus was on integrating a refined user interface (UI) with an improved user experience (UX). Thus, the main objective was to increase the mobile conversion rate beyond 2.8% and provide a mobile-friendly platform.

A tiered approach to UX and UI design was applied, simplifying flows and enhancing the overall experience while reusing existing elements. The collaboration between UX, UI, and Development (Dev) teams was crucial, incorporating user feedback, industry best practices, and innovative design strategies. 

Despite time limitations, we managed to test our solution within a friends-and-family setting, before the summer season. The new booking flow is unique and engages users throughout the process. Our key outputs include: 

→ Streamlined, enjoyable booking experience.  
→ Heightened user engagement with the mobile platform.  
→ Standout mobile booking process. 


Streamlining the Booking Experience

Tasked with improving the mobile ticket bookings experience, the approach involved creating an intuitive, mobile-friendly process. This included simplifying booking steps, minimizing scrolling, and introducing a guided approach for user convenience. 

The journey had four major stops, starting with a stakeholder workshop to collect vital insights, followed by identifying current issues, conducting a competitor analysis, and finally redesigning the booking flow. Three distinct redesign perspectives were proposed, with the radical approach chosen unanimously for its promise of an exciting user experience. 


Bridging UI and UX for a Superior Experience

The seamless collaboration between our UI and UX teams played a pivotal role, ensuring that every enhancement to the UI directly contributed to the booking process's intuitiveness and overall ease. Our primary objective was to streamline the UI specifically for mobile use, simplifying tasks by breaking them down into smaller, easily digestible chunks. Our design strategy successfully struck a balance between innovation and familiarity, preserving the brand's aesthetics while optimizing the user experience. 

Our design approach strategically balanced innovation with familiarity, aiming to create a friendly and intuitive mobile-native experience. We maintained the established typefaces, and colors, and adhered to the brand guidelines. We undertook a meticulous reorganization of various elements to optimize the user experience, crafting a straightforward and easily digestible flow. To enhance user guidance, we introduced micro-animations, embodying the principle of "form follows function," guiding users seamlessly through changes in categories or booking steps. 
In our design efforts, we focused on three key axes, ensuring a user-centric approach: 

→ Simplicity: Streamlining visual elements for clear navigation. 
→ Balance: Harmonizing text, colors, and animations to create a cohesive experience. 
→ Understanding: Prioritizing user-centric design for optimal ease of use.

This meticulous design strategy not only ensures a visually appealing interface but also delivers an exceptional user experience, aligning seamlessly with user needs and expectations. 



Navigating the technical challenges

The mandate was to keep the existing backend and functionalities, necessitating the development of a new front-end mobile experience. Regular meetings between Dev, UXR, and IXD teams were conducted to review technical limitations and propose feasible solutions. Despite challenges with the responsive layout, a decision was made to keep the mobile app separate from the desktop version, with code components reused for future integration. 

Driving Conversion Rates through UI Excellence

The project showcases the power of thoughtful UI design in enhancing user experience and driving business success. The reimagined UI led to a more enjoyable and efficient booking experience, encouraging more customers to book via mobile and contributing to a higher conversion rate.

In summary, the Attica Group's mobile booking transformation successfully elevated user experience, increased mobile bookings, and improved conversion rates demonstrating the impact of strategic UI design. 

Mobile Booking vs Desktop Bookings Post-launch

For an interactive tour of the Attica Mobile Booking Platform including key steps and features, click here.