Polar Explorer Icebreaker operates Arctic tourism cruises in Lapland.
23-step booking flow with hidden critical information drove 80% repetitive support queries. Streamlined to 14 steps (39% reduction) and improved information hierarchy—cutting repetitive inquiries from 80% to 30-40%.
With PhiDigital.
Problem
80% of customer inquiries were repetitive booking questions
single support person managing multiple company roles, overwhelmed by avoidable queries
23 disjointed steps with illogical sequencing and redundant availability checks
critical information hidden until late in flow (date/time, transport options, add-ons)
inconsistent UI patterns across forms, buttons, navigation
Approach
mapped complete booking flow to identify redundant steps and information gaps
eliminated unnecessary steps (cruise selection with single option, merged booking stages)
prioritized participant selection early (defines availability for downstream choices)
consolidated transport, VIP, lunch as optional add-ons in single stage
relocated voucher application to checkout (applies globally to booking)
created component library for consistent form patterns and interactions
Impact
User*
booking flow: 23 steps → 14 steps (39% reduction)*
critical booking information visible upfront instead of scattered across flow
Support
support queries dropped from 80% to 30-40% repetitive questions*
freed 50-60% of support capacity for strategic business responsibilities*
In-house
design system enabled faster future feature development
scalable component patterns despite limited initial project scope
* Estimates based on measured workflow changes and step reductions
Files
Conducted full UX/UI audit, created design system, and redesigned core flows—reducing user task complexity by 40-60% while enabling faster development.
Case study
Established systematic design function: design system, file architecture, and cross-functional processes supporting multi-country rollout. On-going.
Case study