Atlas Ferries came to us with a booking flow that took nine screens and, on average, eleven minutes. Half of all mobile visitors gave up before paying. The brief was short: make it feel as easy as the crossing.
Drafts one to three: removing things
The early drafts were mostly deletions. Optional extras moved to after payment, the seat map became a single toggle and the date picker learned to remember your last trip.
The breakthrough was a question from a deckhand: ‘Why do you ask for the car’s length? We only have one lane size.’
The result
The final flow has three steps and takes just under two minutes. In the first season, completed bookings rose by 38%, and calls to the help line dropped by almost half.
Written by
Yuna Park
Yuna turns identities into websites and motion systems. Before Cozova she built product interfaces in Seoul and Berlin.
