Making the website the single gateway to everything CGN offers

Define the website’s role in CGN’s experience strategy‍

We started with interviews with internal teams and external stakeholders to clarify what the website should achieve - and how the current experience is perceived. This phase helped identify key personas, from regular commuters to tourists, and understand the main pain points around finding information, exploring the offer, and buying tickets or cruises.

Use sector best practices as a benchmark‍

To position the future CGN experience within its competitive landscape, we reviewed UX best practices across transport, tourism, and leisure. This highlighted effective navigation patterns, the most relevant ways to explore the offer, and differentiation opportunities for a service deeply rooted in the local destination experience.

For a company active in tourism, a website doesn’t just inform - it already is part of the experience.

A redesigned structure to make the offer easier to navigate

‍CGN combines transport services, themed cruises, and dining experiences. We redesigned the information architecture to make this offer clearer and to streamline access to the key journeys: timetable search, ticket purchase, and cruise discovery. The new structure balances functional needs with more inspiring content.

A strategic vision for a complete digital experience‍

Building on these principles, we defined the core UX concepts and the main screens for the future site. The goal was smoother navigation, stronger showcasing of onboard experiences, and a simpler, clearer purchase journey for visitors.

When a service sits between transport and tourism, the digital experience must balance practical information with emotional appeal.