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Mobile renewal with unforeseen ROI

Mobile booking engine

The desktop booking system that the company had was advanced and well designed, enabling bookings with up to 50 % fewer click than competitors. However, it was not responsive and the mobile-optimized version that existed was lacklustre at best.

We designed a new mobile version from the ground up, taking the best ideas of the desktop version and developing them further in the mobile context.

The biggest idea was to get away from a traditional wizard model and instead build a more flexible solution that relied on smart default values and browsing instead of searching.

The results were better than expected. Mobile sales grew by 700 % in 2.5 years and the ROI was calculated to be 16x.

“Feel free to share the results. Nobody is going to believe you anyway”, the product manager joked.

Digital customer journey

After the booking engine was fixed, it was the time to continue by improving the rest of the customer journey. A concept called MyJourney was developed, a visual timeline that gave the passenger the correct information at the time they needed it. From check-in and getting a digital boarding pass, to guiding you around during the cruise, new features were gradually added and the scattered landscape of old service replaced with the new, unified solution.

Mobile app that combines it all

The technical approach to development had so far been web-first, web-only. However, the services had been built with modern single-page app technologies that provided app-like user experience. It was clear that investing in full-blown native development would not be worth it but perhaps building a simple native wrapper core that combines different web services in an integrated experience could work. In addition to the integrated experience, it would also enable using push notifications as a communication and marketing channel.

Turns out, the approach worked. The booking engine, new authentication service, check-in service and MyJourney were brought together elegantly. By the end of 2019 the app had received over one million downloads with average ratings over 4.5 / 5 and had become a major sales channel.

Digital loyalty card

The Club One loyalty program has millions of members. Sending around plastic loyalty cards is not cheap and the environmental impact is noticeable as well. Building a digital version of the loyalty card inside the mobile application with clear tier level visualization was a major step in getting rid of the physical card altogether. It also gave the customers a reason to keep the app in their phones between the trips, reducing uninstall rates significantly.

Results

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