E-commerce product strategy & design for Eurotunnel

My team and I led Eurotunnel Le Shuttle’s “Next Generation Booking Module” digital product redesign with the aim of improving the booking module’s user experience and driving an increase in conversions and revenue. The core goal of the redesign of their booking engine was to protect their 9-figure revenues whilst aiming to drive more revenues from both new and returning customers.

Defining Eurotunnel’s product strategy

During the product strategy phase, my team and I worked on various strategy streams to define the new architecture and user journeys through Eurotunnel’s online booking engine. The product strategy defined the user and business needs and product features that needed to be included in the redesign and development:

Stakeholder research

We interviewed approximately 12 stakeholders across multiple departments at Eurotunnel Le Shuttle ensuring we had a 360 degree view of the business, understanding the company’s challenges and pain points.

User research & personas

Similar to the stakeholder research, we conducted around 50 interviews with Eurotunnel’s customers in England and France with the aim of understanding how they perceived the Eurotunnel brand, used their online booking engine, what issues they had, if any, booking online and what they would request from the brand to make their journey easier through their booking engine. We then proceeded to segment the customer data creating 12 personas which were used throughout the Product architecture and Product Design phases.

User testing

To complement our user research, we recruited 10 users in London and 10 users in Paris to test Eurotunnel’s online booking engine. The aim of the user testing was to validate our findings from both the stakeholder research and user research whilst also uncovering any further pain points which weren’t highlighted during these interviews by giving the users a few tasks to complete such as booking a trip with fixed dates, updating their booking and booking a trip with flexible dates. A screenshot of a few recommendations below:

Eurotunnel Le Shuttle User Testing Competitor research

The goals of the competitor research were to analyse and identify the content, product features and user interface aspects available to users at potential competitor websites. This was undertaken to inform Eurotunnel Le Shuttle of the latest trends in the industry at the time this project was underway as well as to leverage competitive advantage. The competitor research focused on nine (9) companies across the travel industry. These nine sites (P&O, Sea France, DFDS Seaways, Brittany Ferries, Opodo, EasyJet, BA, Eurostar, and Virgin Atlantic) were selected based upon their prominence within the travel domain.

Data Audit

We conducted a data audit in Google Analytics to compare the click data analysis with what was uncovered during the stakeholder, user research and competitor analysis phase. A number of recommendations from the data audit were added to the product roadmap for Eurotunnel le Shuttle along with a tracking implementation document for the new booking engine.

Data driven design

Once all product challenges were uncovered from the product strategy phase we then started architecting the new booking engine, testing the architecture and low fidelity designs with stakeholders and users alike. The detailed product strategy phase of the redesign ensured that the whole team understood the complexity of their systems with the aim of simplifying the user interface and not presenting any business model complexity on the front end.

The final product can still be seen on Eurotunnel Le Shuttle’s website.


    Eurotunnel Le Shuttle




    Product Strategy, Product Design




Get In Touch.

Let me know how I can help your business grow. Contact me via email and I’ll get back to you within one hour.

Outside of work I’m a proud dad of two boys and an avid open water swimmer. My biggest open water swimming challenge so far was swimming ~37km non-stop around the beautiful Island of Gozo in Malta at the end of June 2019. Read more about it here

Steven Grech’s CV is also available at visualcv.com