Freelance (2019–20) | My role: Lead UI Designer
Eurostar is the train operator providing direct services between London and several cities in mainland Europe. A change in the strategy of the company necessitated a redesign of the page to provide more inspiration and discoverability, while maintaining ticket searches. I was tasked with taking a set of concepts and designing a slick, high-fidelity new experience to help achieve these goals.
Below is a video of a prototype that I created in Principle:
Around 50% of visitors to the homepage view it on a mobile device. I designed, prototyped, tested and specified a series of components that are intended to make the page feel as engaging and interactive as possible across the full range of screen sizes.
The USPs component allows users to explore the compelling reasons to choose a train over a plane. It was borne from research into user behaviour on the previous homepage design, which featured static USP content. This research revealed that a significant number of users were seeking more information. Again I prototyped the component in Principle:
I worked independently but liaised regularly with the in-house product team, engaging with engineers to spec and review component builds. The overall project utilised a Design Thinking approach with regular prototyping and both qualitative and quantitative testing.
The release of the new design in A/B testing (just prior to the pandemic) saw a significant uplift in searches and traffic to content pages, compared to the previous homepage.
This version of the homepage was live from 2020 to 2024.
While working on the homepage project, I also designed a concept for a new 'inspiring destinations' section of the website. The idea was to broaden the public's perception of the destinations served by Eurostar.
The screens shown below were unfortunately postponed indefinitely because of the arrival of the pandemic.
About me