Shoreline Sightseeing

Driving sales with a top-notch UX that makes ticket-buying smooth sailing.


Improvement in time on page for the redesigned


Improvement in bounce rate on the updated website.


Improvement in drop-off rate for the revamped checkout process.

The world we built

  • A streamlined user experience that is easier to navigate, fun, and as informative as one of their famous architecture tours
  • Front- and back-end improvements in the ticket-buying process that reduce clicks while working with a legacy ticketing system
  • Content updates that bring out more of Shoreline’s brand personality through the website

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 helping to make online ticket sales a major source of revenue.

“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

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.

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


UX design
Web development
Brand strategy & identity