The striking impact
of incremental change
We created a digital vision to equal the exceptional service of Fred. Olsen Cruise Lines at sea. We synchronised a strategy and tactics to the minute to meet a short timeline: the results beat all targets to mark a new era of digital value.
Small, strategic changes can have an outsize effect on growth.
Online bookings doubled
Search usage doubled
Session duration up 44%
A steely simplicity
Landing ‘The Olsen Way’ online required a three-wave strategy of eight-week sprints.
We solved problems with lower complexity and high value first with existing functionality to rapidly refine the existing website in order to drive engagement and tee-up the busiest booking period. Next we set about creating an elevated vision for stakeholders rooted in value creation over the full digital estate. Then we defined a plan for lasting impact by introducing discovery journeys and less friction.
The project over-delivered ROI for our business and opened a digital door to further growth. We’re now moving towards an online experience that truly reflects our character and appeals to our most important audience.
Unifying experience with customer desire
A focus on customer acquisition was pivotal to project success. We identified three browsing behaviours of a ‘new to Fred Olsen’ audience and the work anchored each tactical improvement, including:
- Elevated cruise itineraries to feed excitement
- Easier search, save my trip and book
- Simpler sign-ups with better data capture
- improved interactions to drive enquiries
Since this project was delivered
We’ve recently been helping Fred. Olsen to deliver the first stage of a digital estate overhaul. This has seen a complete redesign of their marketing website and booking engine. Early results show a staggering uplift in bookings, seeing them tame the same revenue in the first half of 2023 compared to their yearly revenue in the last normal booking year pre-Covid in 2019. Next year will see Fred. Olsen continue the good work to continue to raise the bar on their direct bookings.
It was vital for us to find a digital partner who could match our business ambitions. You’ve shown what user-centred design can do for Fred. Olsen Cruise Lines.
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