Booking mobile application
Summary
CMA CGM, one of the world’s leading shipping companies, relied heavily on its web platform for container booking. However, the website was not responsive, creating friction for users who needed to manage bookings on the go. To solve this, we designed and developed Booking, a dedicated iOS mobile application that enables customers to seamlessly book containers anytime, anywhere.
The app supports different cargo types including standard, refrigerated (powered or non-powered), and dangerous goods whether shipped from ports or directly from warehouses. It was built to be a mobile-first solution that prioritizes speed, clarity, and convenience.
Problems Identified
Despite the importance of the booking process, feedback from customers revealed major usability issues with the existing digital experience.
Key frustrations included:
Complex navigation: Finding routes and services required too many steps.
Unintuitive booking flow: Selecting cargo options, schedules, and service types was confusing.
Lack of pricing clarity: Users only discovered the full cost late in the process, often with hidden fees.
Poor error handling: Vague messages left customers uncertain about how to resolve issues.
The result was a high level of friction, abandonment, and low user confidence in the system.
Approach
Our design strategy focused on simplifying the booking journey while making the app more transparent and trustworthy.
Streamlined navigation & search
Reorganized the menu structure.
Introduced filters and autocomplete suggestions to speed up route discovery.
Transparent pricing model
Displayed cost estimates early in the process.
Added a clear breakdown of fees, eliminating hidden costs.
Modernized UI & performance
Redesigned the interface with a mobile-first mindset.
Optimized performance for faster loading times and smoother interactions.
Improved booking confirmation
Provided instant status feedback.
Delivered a detailed booking summary and downloadable confirmation, reinforcing trust.
Impact
Redesigned CMA CGM’s mobile booking experience, transforming it into a clear, efficient, and reliable process. By prioritizing usability and transparency, I:
Reduced task completion time by 30%, making booking significantly faster and more intuitive.
Lowered abandonment rates and improved overall customer satisfaction.
Established booking as a key mobile touchpoint, enabling customers to confidently manage shipments anytime, anywhere.
