Eurostar operate high-speed trains between the UK and Northern Europe through the channel tunnel. In 2018 I helped them reposition themselves as trusted experts in travel to Northern Europe by designing their new Train + Hotel package booking platform, offering a range of selected hotels, train journeys, experiences, insurance and more at a discounted price.
Before 2018, Eurostar used a co-branded platform run by Expedia to up-sell hotel rooms to customers after they bought a train journey on the Eurostar website. Eurostar wanted ownership over the customer experience and more control over the products they offered. Their aim was to leverage their position as train travel providers to offer package discounts to customers who bought travel and accommodation together, and increase their ancillary revenue by introducing new product lines. My challenge was to design the platform that would allow them to do this and get it live in just six months.
I was the lead designer in a squad that also included junior designers, developers and a business analyst. The scope of the project and the priorities for this team were jointly defined by myself and the product manager, with input from other stakeholders in Eurostar.
I ran the discovery process and all user research. I also defined the information architecture, content and SEO strategies for incorporating the new platform into the existing Eurostar website.
I lead the design of the platform from the initial sketches to the final visuals, and worked with the design system team to ensure the new platform aligned with and contributed to the existing component library.
The new service was launched on time and within budget. Although basic, it had everything that Eurostar’s customers needed to book a new Train + Hotel package. Over the next year we could then iterate on the product to increase conversion, improve the user experience and incorporate more complex functionality like customer reviews and ancillary products.
In the first twelve months, Eurostar’s Train + Hotel platform achieved more than 30,000,000GBP in revenue and sold packages to over 100,000 customers. Sales of hotels increased by 47% and new package customers grew by 89% compared to the previous Expedia-powered platform.