Case study

Shoreline Sightseeing

Top-notch UX for Chicago’s #1 boat tour

Chicago skyline with Shoreline boat on the river.


UX design
Web development
Brand strategy & identity

Big picture

In the years since we’ve started working together, Shoreline Sightseeing has become the #1 most-booked tour in the country on Tripadvisor—and now, an updated website with a simpler user experience is making online ticket sales a major source of revenue.

We set a course to create a user experience that is as easy, fun, and informative as one of their famous architecture tours by:

  1. Streamlining the user experience for easier navigation.

  2. Reducing clicks in the ticket-buying process while working with a legacy ticketing system.

  3. Bringing out more of Shoreline’s brand personality.

Three Shoreline website screens on a laptop.

Putting the
pieces together

Starting with a discovery stage that included a competitive analysis, we developed four distinct user personas that, along with analyzing page performance, helped streamline the site structure and user flows.

To simplify the ticket-buying experience and increase conversions, we needed to work within the parameters of the third-party ticket-buying portal. Our development team used a technique called deep linking to reduce clicks in the ticket-buying process, allowing visitors to build their carts on Shoreline’s website and complete the purchase on the third-party site—with their selections transferring over.

We also took the opportunity to inject more of Shoreline’s personality into their website through an updated color palette, illustrated backgrounds, and language updates.

A new world for Shoreline Sightseeing

Shoreline’s website is now more intuitive: there are fewer pages to navigate, purchasing tickets is easier, and many visitors have taken advantage of a tour selection tool that guides them through a four-step process for booking tours.

Launching right in time for the busy summer season, the new website is sure to keep Shoreline as a top tour company on the water—and online.

Orange quotation marks.
Web redevelopment is a huge undertaking, but the c|change team made the process smooth as can be. We saw multiple display options at several stages of the design process, all curated with the end-user in mind. The finished site integrated well with our ticketing system and highlights our tours in a modern way.
And to top it all off, delivery was on-time and on-budget, just in time for our 83rd season on the water.”

Nick Johnson
Director of Sales

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