Simplicity trumps choice — A Jetpak case study

Petter Karlsson
Sep 15, 2016 · 3 min read

How we increased the conversion on the booking page by 92% by designing a simplified landing page for Jetpak.

The transport industry is highly competitive and user experience is a key competitive advantage. Jetpak, who is specialising in fast and premium deliveries of time sensitive goods, asked us to create a best in class booking experience for their customers. This turned out to be a massive undertaking requiring digital innovation as well as changes to the organisation and the technical infrastructure.

The Ape design team forged ahead to define the long term vision as well as a roadmap of how to get there, starting with the existing online booking experience. This story is about that starting point, and how small things can have a big impact.

Our approach

Our design team researched the customer expectations, the staff’s situation and the technical infrastructure in place. It quickly became clear that the booking flow needed a complete overhaul. It was equally clear that this overhaul would slow our time to market way down, and that a better experience was needed in the meantime.

Might we improve the experience by answering the customers questions ahead of time? Would this improve the perceived experience without changing any of the underlying booking logic?

Informed by analytics, and common sense, we assumed that customers care about how fast their goods can be delivered, and to what cost. Jetpak agreed to remove all clutter from the landing page to solely focus on just answering those questions, and in that order.

We redesigned the landing page to offer three simple options, ranging from fast delivery to as fast-as-humanly-possible at a premium. Not only does this play to Jetpak’s value proposition, it also makes it clear what will wait at the end of the booking funnel before having to go through it.

Quickest, quicker, quick — three options for your delivery.

The Effect

Historically the conversion rate online has been modest - most customers still call - but after the launch the number of visitors who completed a booking session after starting one increased with 92%. Even more surprising, customer now spent less time in a session, up to 43% less for first time customers and slightly faster still for returning ones. These are startling results, and given that we haven’t addressed any underlying usability issues, a resounding validation of our hypothesis.

Disclaimer: The data was measured immediately after the first release and do not speak to any long term impact.


My name is Petter Karlsson and I’m head of product design at apegroup, a design & technology studio. We help organisations build great digital products with engaging content. Want to know more about how we work?

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Apegroup — Behind the Screens

Thoughts, learnings and opinions from a digital product studio in Sweden who deliver world-class design, technology and communication.

Thanks to Jonas Wikström

Petter Karlsson

Written by

Senior Design Manager at Spotify

Apegroup — Behind the Screens

Thoughts, learnings and opinions from a digital product studio in Sweden who deliver world-class design, technology and communication.

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