Tallink
Tallink new interface for web will help people to book or check in their ticket within minutes.
Problem
The current UX of the website (2024) is not intuitive, and it might take some time for the user to get accustomed to the it and figure out how to do the check in or buy the ticket.
Solution
By updating the design and making it more intuitive - the users will have more present experience booking the ticket or doing the check-in, hence they might consider using it again over the competitive website, hence increasing the revenue. The website is inspired by undying design of Airbnb booking platform.
Unified search bar
Is the first element that attracts the user's attention. It serves as a call to action and helps to save space
Custom icons
Save reading time
Main Image
Through a carousel of photos, customer can see the fleet, including their interiors and entertainment options
Drop-down Calendar
The Search Bar consists of Drop-down menus and calendar that save space and makes the design cleaner
Check In Button
The Check-In button is placed next to the Account menu and emphasized by a background color to help users find it quickly
Regular VS Cruise selection
This menu is placed on top since the majority of customers choose Regular, but in the event of selecting Cruise, it will be easy to find
Navigation Menu
Changes the body of the page, without changing the top search bar
Conclusion
This redesign was an opportunity to merge business goals with a traveler-first approach, ensuring the platform is intuitive, functional, and visually compelling. This project was a full-cycle experience—from in-depth research and user interviews to UX/UI design and prototyping. By combining data-driven insights with a user-centric approach, I developed a redesign concept that enhances usability, improves navigation, and aligns with modern digital expectations.
Key Lessons:
Beyond just visual design, I optimized page structures, headings, and metadata to improve visibility and ensure travelers could find the right information easily.
While the visual refresh was important, every design choice was grounded in making the user journey more efficient—from streamlined navigation to a simplified booking process.
Speaking with real travelers helped identify common pain points, such as difficulty finding key travel details and frustration with the checkout process. These insights directly influenced design improvements.
By evaluating major travel booking platforms, I pinpointed areas where Tallink’s website could stand out, such as more intuitive search filters and clearer pricing transparency.
What I Want to Improve:
While I gathered feedback from travelers, expanding interviews with industry professionals (e.g., travel agents, frequent business travelers) could provide even richer insights for future iterations.
Adding subtle animations and hover effects can make the experience feel even smoother and more engaging.
Testing different homepage layouts and CTAs would help refine the most effective way to guide users toward booking.
Areas to Work On:
Implementing features like saved searches, real-time price comparisons, and personalized recommendations could improve user engagement.
Ensuring the mobile version is just as seamless as desktop, with optimized interactions for smaller screens.
Making sure the website meets WCAG standards so that all users, regardless of ability, can navigate with ease.
