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Transforming the web experience for one of the modern wonders of the travel world

Arriving at Stress-free and Sustainable Rail Journeys

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Traveling to elevated UX

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The LeShuttle website needed to support customers by explaining the on-the-day experience, terminal process and trip preparation. Additionally, Eurotunnel’s rebrand to LeShuttle had to be brought to life on the site.

Bringing life to the tunnel

Challenge

We identified user needs and key user journeys throughout the site, tested concepts and collaborated with stakeholders to redesign the booking and checkout flow. We also helped define a new visual and editorial language for the brand, optimized for digital.

Getting into the flow

Solution

Within a week of the website launch, LeShuttle saw an improvement in booking conversions and improved customer satisfaction (CSAT) scores. Customers, both new and returning, left positive feedback, referencing the simplicity of navigating the website and ease of booking. 

Positive transformations

Outcome

Project highlights

Going the distance

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The team defined an updated color palette and a web-friendly font to be used in a digital environments. We worked closely with LeShuttle’s brand partners, Landor, to explore and define the digital expression of the refreshed brand. 

Branding for digital

Our collaboration was extensive, including developing a new digital brand language and, designing key screens that enable rich immersive and editorial content to coexist with informational and action-oriented aspects. Our audit and reduction of existing content on LeShuttle, combined with a new site architecture that simplified the navigation, ensured that customers discovered content that was more personal, simple, timely and supportive. We rewrote the core website content and created a content strategy for future content. 

Navigating new pathways

LeShuttle wanted to provide inspirational content for travelling in Europe. Our research showed that travelers both wanted to feel excited about their trip but also feel inspired about future trips and the potential offered by taking your vehicle to Europe. We therefore included a focused inspiration section on the website. 

Inspired journeys

At the heart of our collaboration was redesigning the booking and checkout flow. While the previous checkout process prioritized the operational and logistical requirements of fitting different sized vehicles with various trailers, bike racks and other accessories on their trains, we took a customer-first approach. The outcome is a streamlined flow that guides people through the journey with clear explanations of the information needed and why.

Managing the process

It was crucial that the website was future-proofed so LeShuttle could make updates and maintain a consistent brand experience. We worked with front-end build partners, Crafted, to create a new design system and ensured modules we created would be flexible and reusable and to introduce templates. 

A future-proofed system

Finally, testing concepts out with both new and existing customers was key throughout the process to ensure our designs and journeys met their needs. This helped us to see what people were interested in, found useful and wanted from LeShuttle. 

Always testing

A deeper look at how we delivered elevated experiences for LeShuttle customers

Tunneling into <br>the process

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Following our collaboration, LeShuttle has experienced boosted conversion rates, increased revenue and improved customer satisfaction.

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Stress-free and sustainable

Transforming Pet Care with AI

Pioneering Mobility Solutions with Data Transformation

Designing a Next Generation Experience

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“The frog team came with deep experience and knowledge of the media and telco industry, helping us to delight our customers and take our successful pay-TV platform to the next level.”

frog worked with BT to completely redesign BT TV's ecosystem of products, transforming the experience, significantly increasing customer satisfaction ratings and winning numerous industry awards in the process.

Competition within the pay-TV segment in the UK is fierce. Along with a desire to create a world-class TV service, BT made a strategic decision to redesign its TV experience from the ground up, partnering with frog to create something spectacular. Together they would make the BT TV product experience as engaging as the programming itself.

Satisfying Strategy

Research indicated that BT TV engagement amongst customers was low. This led to increased dissatisfaction and a likelihood to turn away from the service. The fresh and inclusive redesign was conceived to appeal to users across BT TV’s base, helping to make interaction with VOD services as instinctive as using traditional TV channels. The result: a cohesive and intuitive experience across devices.

A User-Centered Approach

Following the relaunch of the BT TV service, measures of customer satisfaction improved dramatically. Net Promoter Score (NPS), a key customer loyalty metric, improved by 7 points, seeing an 11% drop in dissatisfied customers and a 7% drop in customers likely to leave BT TV.

Net Promoters Soar

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BT TV wins the “Best Content Discovery Service” TV Connect Award.



April 2017

BT TV wins the “Best interactive TV technology or application” CSI 2017 Award.

September 2017

BT TV wins the “Best TV platform” T3 Award.

October 2017

British Telecom continues to invest in the future of BT TV, routinely consulting their customers and using data to drive product decisions, ensuring that customer-centricity remains its top priority.

Supporting an Industrial Giant's Digital Transformation

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“We don’t make money on engines or drills — we make money on the services.”

frog worked with GE to plan, design and support their transformation into a digital company. Working with executive leadership, frog developed a vision for the software user experience and designed digital products for the core business, leading to a large-scale design system that increased the speed and efficiency of future design efforts.

frog worked to align teams around a new vision, creating the UX Center of Excellence (UX CoE). The UXCoE set broad guidelines for GE’s software design and development process, significantly decreasing time to market while improving user experiences. Clear process models, business cases and a UX playbook set the stage for a digital transformation.

Define the Vision

frog brought the vision to life with pilots, including an application for GE Aviation called myEngines. For GE Energy, frog redesigned the myFleet software, increasing operational efficiency at power plants. Pilots in other business units—from healthcare to transportation—built internal momentum for software and UX.

Demonstrate Results with Pilots

As different parts of the organization saw the impact of design, efforts expanded. frog helped GE establish the San Ramon Design Center and design the Industrial Internet Design Experience software system—an extensible UI toolkit and precursor to Predix—resulting in a 100% increase in productivity and $30 million in savings in the first year.

Design Gains Momentum

frog's collaborative design process brought GE together with their customer TransCanada to co-create a new product and secure an ongoing partnership. By leveraging co-creation practices, GE is able to dramatically increase speed to market for large scale industrial products.

Extending the Value of Design

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GE approached frog to support digital transformation efforts, define an overarching UX vision, and create a series of pilot projects for various business units.





2010-2012

The San Ramon Design Center opened and the Industrial Internet Design System (IIDS) launched, allowing GE to align design efforts across the organization.

2012-2014

frog supported the build out of a new design system in Predix—which was inspired by IIDS—and leveraged a design collaboration approach to help GE co-collaborate with partners.

	Global		EN
	France		FR
	China		CN

	Global		EN
	France		FR
	China		CN