Baleària
Baleària's whole digital sales ecosystem, renewed after years without updates, with better conversion across every channel.
Renewing Baleària's digital sales ecosystem
Baleària's digital sales ecosystem had gone many years without an update and had conversion problems. While the mobile apps were constantly evolving, the website had fallen behind, so it became the core of the project, with major challenges in design, logistics and development. The goal was to renew everything, website and apps, so that buying a ticket would be easier on any channel.
Design team manager
As Design Manager I led a team of four people, myself included, in a role that combined managing the team with UX and UI design. Over the year and a half the change took, my job was to coordinate the team across the website and the apps, and to keep the design aligned with Baleària's business goals.
Prioritising the backlog
The project involved a vast number of processes to digitise and several platforms to update and integrate. Together with the Project Manager, the design team split the work into batches, estimated each phase and defined the delivery roadmap. That let us move forward in phases without losing sight of the whole, and each delivery reached development on time.
Mobile first
One of Baleària's priorities was to improve the website's mobile conversion: it had detected significant user drop-off at critical steps, such as choosing the origin and destination. So we approached the redesign from a strict mobile-first perspective, simplifying every step of the purchase process. To support it we designed Baleària's own design system from scratch, shared by the website and the apps.
The website on desktop
While the mobile designs were being developed, part of the team worked in parallel on the desktop version of the website. That way we ensured visual and functional consistency across every screen size. Since both versions started from the same design system, they were built with the same pieces.
Improving with data after the launch
After the launch of the website and the apps we kept improving them for quite some time with A/B tests. We tested the modules for joining the loyalty programme, the search modules and several points of the booking process. The method was always the same: we framed a hypothesis, released the variants openly, collected the data and, if the result beat the original version, implemented the change.
What we achieved
- Better conversion across every channel.
- Faster transfer of users between platforms.
- More sign-ups to the loyalty programme.
