I helped create a new booking solution that ensured a «pain-free», seamless user experience and increased sales as the lead UX designer on Color Line's biggest digital project - ever.

Color Line struggled with its outdated booking system, frustrating elderly users and less tech-savvy customers. This led to a lot of phone bookings and higher operational costs. Our solution was to create a modern, accessible, scalable platform that simplified the booking process. This resulted in boosted mobile sales and a 100x increase in sales from smaller devices.

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Challenges 🤔

Users struggled to book tickets across Color Line’s services due to poor usability and an outdated system, which also made it difficult to purchase add-ons and extras. Internally, the outdated technology posed maintenance and update difficulties, further complicating operations and user experience.

The solution 🚀

To address the challenges, we designed and implemented a modern website and a booking solution with a focus on accessibility and user experience. The new platform ensures a seamless booking process, prioritizes inclusivity, and engages users at every step, resulting in a transformative experience for both customers and internal stakeholders.

Skills used

UX design

Typograhpy

User research

Strategic design

User Research

Product development

Analysis

Organization aligment

Sindre was the lead UX designer in the process, and was involved in all tasks such as user insight, concept, prototyping and user testing. Sindre is good at seeing the whole of the delivery and designs solutions that are realistic, feasible and that ensure a comprehensive and good user experience.

Ola Mørk

Senior Product Manager @ Gyldendal Rettsdata

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Uncovering user pain points

In the early stages of the project, it became evident that Color Line's existing website and booking system posed significant challenges for users. Elderly and younger customers alike struggled with booking tickets online, leading to a surge in calls to customer service.

This not only inconvenienced users but also imposed additional costs on Color Line in the form of phone booking fees. Understanding the frustration and inconvenience faced by users became the driving force behind the project's goals.

Balancing user and bussiness needs

Success came from close collaboration between designers, developers, business stakeholders, and a third-party ticket vendor. Our team focused on building a user-centered solution while navigating complex technical constraints. Every decision was informed by continuous feedback and real-time testing.

Key improvements included features as a 7-day pricing overview for better comparisons, creating a unified basket system that allowed customers to book multiple services in one transaction, and enhancing the search functionality to provide faster, more relevant results.

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Our UX team of three worked closely with users, developers, business stakeholders, a third-party ticket vendor, customer support, and more. Central to our success was our daily engagement with users, testing every aspect of the solution with them. Their feedback was invaluable, guiding us to create a platform that truly met their needs.

Design and testing

From the start, we placed users at the heart of our process. We conducted daily testing at Color Line’s ferry docks, gathering feedback from hundreds of passengers. This hands-on approach allowed us to refine hypothesis and prototypes quickly and effectively.

To ensure design consistency, we developed a design system that standardized components, fonts, icons, and colors. Additionally, we partnered with accessibility organizations like The Norwegian Association of the Blind and Partially Sighted to ensure an inclusive experience for all users.

I worked closely with Sindre at Color Line. He is a very stylish and creative designer, a master at creating simple, clean and functional expressions. He is very good to spar with and always has weighty arguments – I think this was very fruitful during the time we worked together. Sindre was involved in a major upgrade of Color Line's website where he was a very important design resource. He was also an important contributor to the update of Color Line's visual profile. He is very sociable, humorous, and always contributes positively in social contexts.

Glenn Walmann

Team lead & Principle Designer

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Final impact

The redesigned booking platform exceeded expectations, transforming the booking experience from frustrating to seamless. It strengthened Color Line’s brand consistency from the first search to the final booking receipt while reducing customer service reliance.

But the journey didn’t end at launch — the platform remains a living product, continuously improved through real-time feedback and evolving user needs.

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