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Redesign and Optimization of the Ticket Selling Platform Conversion

Łukasz Kowalski
Łukasz Kowalski
Jan 29, 2021
4 min read
Redesign and Optimization of the Ticket Selling Platform Conversion

OnniBus.com is the leading express bus operator between cities in Finland. The company started operations on 1 January 2012 and today is one of the largest brands in Finland, which has revolutionized the entire transport industry and has become a strong alternative to trains and private cars. The OnniBus philosophy is the combination of excellent service with route and price flexibility, which the brand pursues by offering two different services – OnniBus.com and OnniBus FLEX.  

Our cooperation began in 2017, and the redesign of the onnibus.com website was originally prepared for the PolskiBus brand, a sister company of the Finnish operator OnniBus. The new version, already under the name of OnniBus, saw the light of day in 2018 after the brand found a new owner, and the e-commerce solutions for PolskiBus previously developed by Flying Bisons proved to be universal and perfectly reflect the sales potential of OnniBus. Thanks to our cooperation we managed to create a user-friendly website with new solutions and functions that significantly influenced usability and conversion. 

Goal: Redesign and improvement of the usability of OnniBus e-commerce, increasing conversion
Scope: Discovery, Usability studies, Design (desktop & mobile)
Length: 2017 - 2018

Challenge: We had originally prepared the project for PolskiBus, which at that time was a very strong brand that was dynamically developing in Poland. At the same time, the carrier’s website was archaic and clearly lacking in usability. Equalizing the disproportion of the offline and online brand perception gap was the biggest challenge in redesigning this e-commerce.

Process:  Discovery, Usability Testing, Design
Results: A user-friendly website with new solutions and functions that significantly influenced usability and conversion. 
 

The redesign of the onnibus.com website was originally prepared for the PolskiBus brand, a sister company of Finnish operator OnniBus. The new version, already under the name of OnniBus, saw the light of day in 2018 after the brand found a new owner, and the e-commerce solutions for PolskiBus previously developed by Flying Bisons proved to be universal and perfectly reflect the sales potential of OnniBus. 

Discovery phase 

We planned to work on the new sales platform in 3 stages – the discovery phase, usability studies, design preparation. 

During the discovery phase, we wanted to learn as much about OnniBus as possible, the needs of users, as well as the problems and business goals of the company for the coming years. In addition to the “kickoff” meeting with the customer, an important part of this phase was usability studies to verify the reception and usability of the current version of the site. 


Usability studies 

To conduct the research, we enrolled an appropriately selected group of people with the help of the customer. We were primarily interested in customers who regularly use OnniBus services and those who have not yet had contact with the platform, so we could see the key differences in the perception of the site. Finally, we also had the opportunity to conduct usability studies on the application, which gave us a broad picture of the entire system and the operation of OnniBus. Based on the results of the study and the report we prepared, we were able to start the design phase. 

Design

 

Our main business goal was to increase conversions and improve the overall customer experience. We decided to redesign the most important processes in the OnniBus purchasing path and refresh the page’s visual layer.


Design - Searching for a connection

 

We started by asking how users use the services and websites of coach carriers and similar sites. Most travelers most often perform actions within a single connection that interests them at the time. Apart from contextual and banner promotions while on the homepage, the user does not have the opportunity to get to know the full offer of the company, which he could use in the future. 
We decided to change that. 
We combined a search engine with an interactive map that each time presents the rich offer of OnniBus to current and potential future clients. Despite this important marketing feature, we decided not to place the map as a rigid element of the home page so that it would not compete with the main banner – it appears only after interaction with the search engine. A clear map helps you visualize and present the number of destinations available with basic travel information such as the price, exact route, and travel time. 

 

Search engine and pro-sales solutions 


Text: We have distinguished it with the characteristic red colour of OnniBus. This is a key element of the home page, which also serves as sales optimization (upsell) – once a route is selected, the window expands to communicate the currently available promotions. 
By default, filled-in fields suggest today’s date and a single passenger as well as the most popular directions, shortening the path to the search results. 

 

List of results and pro-sales solutions 


The result list shows the closest connection on the route and buses that are already operating it. When a given connection is expanded, a combined view of the list with a map is shown, which allows the user to see the route in detail and to check the location of the stop from which the bus is leaving.  
By default, one of the closest connections is shown – it is a procedure that supports the sale of the maximum possible number of tickets and allows to avoid empty routes. 
Limiting the preview to one selected route will improve the readability of the map and results. 

Design - Completely new features 

Selection of bus seats
Although today it is now a widely available option, the possibility to choose a specific place was not common and obvious when working on this project. We have decided on this solution because it generates great potential to increase the value of the ticket and improves the overall user experience. 
    
Easily add a return ticket and the next ticket
A large button with the option to add a return ticket for a given route appears on a subpage of the search results list so that the user does not have to go back to the home page to change the search parameters or search for a return ticket separately.  

We have applied a similar solution to the Cart, where when you click the “Add another ticket” button, the user is automatically taken to the search engine at the top of the page.

 

Design - Design that changes the perception of comfort 

 

In the minds of those who usually choose other means of communication, coaches, regardless of the carrier, are associated as inferior in terms of comfort. By choosing solutions such as an interactive map and designing their visual form, we referred to airlines that are associated with the highest level of travel quality. 
To further emphasize the OnniBus philosophy of travel comfort, we have highlighted all the advantages of the offer in the sales process with icons, whether it’s a standard or a competitive advantage. Benefits such as Wi-Fi and air conditioning can affect brand perception.


Development Technological partner
 

The Unity company, with whom we have been working for several years, was responsible for developing the solutions.


Effect - Modern e-commerce and long-term collaboration

 

Winning the tender and starting cooperation with a large international partner in the second year of the company’s existence was a very important step in the development of Flying Bisons. The result of our work for OnniBus is a great conversion of the design of the new e-commerce, a satisfied customer and cooperation that continues to this day – we are currently working on further modules of the platform that will see the light of day soon.
 

Łukasz Kowalski
Łukasz Kowalski
Jan 29, 2021
4 min read

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