Elron

Design, Website


Client:Elron, government-owned passenger train operator in Estonia.

Link: Elron.ee

Type: Drupal Development, WordPress migration, UX/UI

Elron has been the largest domestic train service within Estonia since the 1920s. With many ticket sales and visitors each day, it is crucial that the Elron website and redesign reflected the company’s security and customer first mentality.

98
Google Page Speed Insights Mobile Score

Key Objectives


The primary objective for customers coming to the Elron website is to purchase tickets for upcoming drives. Improving the comfort and speed of the ticket purchase process was crucial.

 

Our objectives:

  • Comfortable mobile UX/UI was imperative
  • Improve the website structure and navigation
  • Reflect Elron mission and values: speed, reliable, security, sustainability
  • Live train info map

The What

Design Optimization


We analyzed how existing users discovered and purchased tickets from the Elron site before beginning the redesign. We understood that improving mobile access and comfort when purchasing tickets would improve the mobile experience greatly for users.

Based on user feedback, we also adjusted the location and usability of the mobile menu.

The What

Performance Optimization


  • We also set mobile performance and speed as a top priority. This provides an enjoyable purchase process for customers.
  • To further improve the purchase process, we incorporated a ‘Station Locator’ so that users could easily select a station closest to them. We found this to be a big convenience for customers making a quick purchase.

We achieved ‘Google PageSpeed Insights‘ scores of:

  • 98 out of 100 for mobile
  • 94 out of 100 for desktop

Summary


  • To improve mobile ticket purchases, we prioritized ticket search on the Elron homepage.
  • We improved the mobile navigation by clearly delineating website pages travel searches, ticket information, company information and more.
  • Using boldly colored icons, we clearly convey information to customers without feeling overwhelmed by digesting text information.

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