Eurostar
UX Redesign
A full redesign of Eurostar’s homepage to shift the brand from a train-only provider to an end-to-end travel experience. The work combined research, design sprints, journey mapping, and iterative validation to define a modern, traveller-centric homepage that aligned with Eurostar’s strategic ambitions.
Client:
Eurostar
Role:
Lead UX – Homepage Redesign
Year:
2019–2020
Challenge
Eurostar wanted to reposition itself as more than a transport brand. The homepage needed to inspire users to explore Eurostar as a broader travel partner while retaining its core USP, was the train experience. Internal teams lacked a unified direction, and existing content structures made it difficult for travellers to find what mattered. The challenge was to redefine the experience without losing the brand’s credibility or clarity
Objective
Create a homepage that reflects Eurostar’s vision and supports business goals across marketing, sales, and product. Establish a clear user-first content hierarchy through research, card-sorting, and testing. Lead a design sprint to align stakeholders, define the experience vision, and produce validated design concepts ready for development
Results
Delivered research-driven homepage structure grounded in user priorities from 60+ participant studies.
Mapped segmentation and personalisation journeys that guided cross-team content strategy
Planned and ran design sprint
Card sorting to prioritise content and define requirements
Produced validated wireframes, sketches, and prototypes that accelerated stakeholder buy-in and reduced rework
Ran A/B test on homepage, improved click-through on primary journeys and increased engagement on editorial blocks
Supported developers with detailed design guidance, resulting in homepage that increased clarity, enabled editorial flexibility and aligned with Eurostar’s long-term travel experience strategy
Ensured redesign integrated smoothly with new CMS (Sanity) and supports future scalability
