LeShuttle
LeShuttle offers the fastest route between the UK and Europe with your vehicle. Since 1994, LeShuttle (formerly known as Eurotunnel Le Shuttle) has been moving passengers and freight through the Channel Tunnel between Folkestone in England and Calais in France with a 35-minute journey time. Â
Journeying by train is the greenest way to travel to Europe and LeShuttle is committed to helping customers make more sustainable travel choices compared to flying or the ferry. As LeShuttle were preparing to transport the next generation of travelers between the UK and Europe, they wanted to transform their website experience.Â
The website had grown organically since it was founded in the 1990s. It had become challenging to navigate, with dated or irrelevant content and broken journeys. This threatened to have a negative effect on whether potential customers would book and how prepared they felt for the journey. Â
LeShuttle’s audience had also changed, with travel habits changing since Covid-19 many more people were choosing to travel via the Channel Tunnel for the first time and travelling with families and pets. The experience of taking your vehicle on a train is unique and new travelers need support to understand what happens when they travel and feel confident to book.Â
frog collaborated with LeShuttle to deliver a simplified site architecture that works in support of key user journeys. We also visually interpreted the brand for digital with fresh copy and a redesigned checkout that elevates the user experience (UX).
The outcome is a new experience that is designed for the increasing audience of families and young people taking LeShuttle for the first time, as well as providing as warm a welcome as ever to return customers.Â
Following our collaboration, LeShuttle is empowered to offer a more supportive and easy-to-use web experience–resulting in improved conversion rates, increased revenue and heightened customer satisfaction.
Project highlights
Bringing life to the tunnel
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.
Getting into the flow
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.
Positive transformations
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.
A deeper look at how we delivered elevated experiences for LeShuttle customers
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.Â
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.Â
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.Â
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.
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.
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.
The experience of taking your vehicle on a train is unique and new travelers need support to understand what happens when they travel and feel confident to book.
Since Covid-19, many more people were choosing LeShuttle for the first time and travelling with families and pets.
We explored ways that LeShuttle could provide inspirational content for travelling in Europe.
Journeying by train is the greenest way to travel to Europe and LeShuttle is committed to helping customers make more sustainable travel choices.
The experience of taking your vehicle on a train is unique and new travelers need support to understand what happens when they travel and feel confident to book.
We explored ways that LeShuttle could provide inspirational content for travelling in Europe.
Since Covid-19, many more people were choosing LeShuttle for the first time and travelling with families and pets.
Journeying by train is the greenest way to travel to Europe and LeShuttle is committed to helping customers make more sustainable travel choices.
The Channel Tunnel itself, which LeShuttle traverses, features an undersea section that is 25 miles long and sits at 75 meters below sea level at its deepest point. It is widely considered a feat of engineering and a modern wonder of the world. Now LeShuttle has a web experience and brand identity to match.Â
The foundational design system that we created can be owned by LeShuttle. These foundations will set them up for the future, allowing LeShuttle to be able to add to their digital ecosystem, consistently and efficiently.Â
By taking a customer-first approach, we have transformed the website and checkout experience. Every day, their service enables more people to take a stress-free and sustainable trip to Europe.
Following our collaboration, LeShuttle has experienced boosted conversion rates, increased revenue and improved customer satisfaction.