Client: Scandlines

Designing passenger flows within the World’s largest fleet of hybrid ferries

retail, wayfinding

Intuitive wayfinding by design: How Scandlines optimize their passenger flow and increase sales

Facilitating the successful transportation of over 4,27 billion passengers annually*, the global ferry industry is comparable in size to the commercial airline industry, contributing $60 billion to the total GDP in 2019. Passenger traffic within the global ferry industry exceeds 11,7 million passengers on a daily basis, which means that it rely heavily on competitive advantages related to effective infrastructural flows, operational efficiency, seamless customer experiences, high safety standards and effective commercial revenue outlets and streams. Scandlines, a European ferry company operating the world’s largest fleet of hybrid ferries, is a prominent provider of cross-sea transportation in Northern Europe. With a history spanning over a century, this German-Danish ferry company plays a crucial role in shaping international infrastructural flows of people. Recognizing their responsibility and the tremendous potentials of managing passenger flows, Scandlines embarked on a mission to reform passenger journeys and wayfinding aboard its ferries.

A plan to ensure seamless passenger experiences.

A primary focus area for Scandlines ferries is to constantly to avoid congestion and confusion caused by large passenger crowds simultaneously ascending from e.g. car decks to upper decks. Ensuring that all passengers spend as little time as possible in crowded hallways but get to enjoy all onboard facilities and shops within the relatively short sailing time. An ambition that aligns with both passenger expectations and Scandlines commercial targets within food- and shopping opportunities onboard. To make sure a seamless passenger journey goes hand-in-hand with commercial winnings, Scandlines launched an behavior change program focused on optimizing passenger flow and increasing seaside sales. Passenger research uncovered valuable insights that feed into intuitive wayfinding systems, instore interventions, new space management frameworks for tax-free shops, as well as intuitive interventions making it easy for passengers onboard to keep track of time and thereby feel at ease and able to spend more time shopping for food and tax-free goods.

Creating intuitive wayfinding systems

Addressing the effects of herd mentality and connect passengers to commercial offerings aboard

Optimize tax-free instore flow

Through intuitive instore designs encourage passengers to visit tax free shopping

Ensure a sense of easy throughout

Using feedback on time to ensure a sense of ease throughout the journey

Through a behavior-led approach, Scandlines unlocked a seamless and stress free passenger experience as well as significantly increasing sales onboard, fulfilling both passenger- and commercial- ambitions. Furthermore, the new improvements generally enhanced Scandlines’ brand reputation and strengthening its position in the market. The success of this project demonstrated the significance of user-centric design and the value of incorporating mindful nudges into user journeys and commercial spaces. The global passenger ferry industry plays a crucial role in the modern infrastructure, and constantly strive to seamlessly connect people and places while ensuring a commercial winnings. Scandlines’ approach serves as a compelling example of how to unlock the door to increased passenger satisfaction, revenue growth and optimization of passenger flow.