Horizon 1 — Evolving the now

The striking impact
of incremental change

Our work with Fred.Olsen has been recognised by the Design Business Association and has been shortlisted for a 2024 Design Effectiveness Award.

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.

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.

Insight-driven design in action

Online bookings doubled

Search usage doubled

Session duration up 44%

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 

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.

Head of Marketing at Fred. Olsen Cruise Lines

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.

Head of Digital, Fred. Olsen Cruise Lines

Change starts with a conversation

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