Identity
2024
Oka — Brand and packaging
Breakage in post down by half
Travel
2024
Northpier — Booking flow
Checkout time 3:40 to 1:05
Client
Northpier
Role
Product designer
Timeline
9 weeks
Platform
Web and mobile web
01 / The brief
A ferry ticket should not take longer to buy than the crossing takes to board.
Northpier sells two million ferry tickets a year. Its checkout had eleven steps and lost 58% of travellers on a phone.
The team wanted the average checkout under two minutes without removing any legally required field.
02 / The approach
We removed nothing the law required and nearly everything else.
Session recordings showed where people stopped: vehicle details and passenger names. I moved both after payment, where the law allows it.
The new flow has four steps, remembers the last route and supports wallet payments. Each step was tested on a moving bus, because that is where tickets get bought.
03 / The outcome
Average checkout time fell from 3:40 to 1:05.
Mobile completion rose from 42% to 67% within eight weeks of launch.
The change added an estimated $2.1M in yearly revenue, with no increase in marketing spend.
1:05
Average checkout time
67%
Mobile completion
$2.1M
Added yearly revenue
Client quote
“Our checkout went from a four-minute chore to something people finish on the bus.”
Jonas Brekke
Product Lead, Northpier