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Redefining Global Design Standards

  • User Experience
  • User Interface Design
  • CRO
  • Web Development

The Background

National Express briefed us to strategically evaluate & unify the brand’s user interface across its core booking website. They also required a clear direction & a consistent digital styleguide that would steer all future UI design for the company, across multiple touchpoints.

Our Approach

We studied existing analytical user data to inform decision making during the design process. Operating in an agile method, we designed & tested core templates & functionality with users across the website.

Using a mix of qualitative & quantitative data, we were able to study user behaviour & apply this insight into further updates across the main National Express website.


We kicked off the design process with a series of styletiles, quickly communicating multiple aesthetic approaches to the user interface. These included typography, colour palettes & various UI elements, without investing a lot of time designing multiple versions of page templates. After feedback from stakeholders, these styletiles were then developed into the final direction for the user interface.

The Design Process

The National Express team were open to an agreed level of social exposure for this project, through dribbble & Invision. This allowed us to hear a collaborative input of opinions & recommendations from a global design community.

Invision also played a large part of the design process, allowing us to receive rapid feedback from multiple stakeholders. This saved lengthly feedback emails being sent back and forth with confusion of what’s being referred to.


Analytics showed that content below the hero when users arrive on the homepage is hardly clicked, with all focus on users making a booking. Therefore we needed to ensure the journey planner was as dominant as possible, whilst allowing for campaign content to also be presented in the hero area.

adaptable delivered us a new look & feel that is flexible enough to be used across every single one of our digital channels.

Simon Partington

Senior Content & Social Manager, National Express

It’s All In The Details

We also introduced various small, yet important additions to the journey planner. These included clearer live & suggested search results, as well as the introduction of presenting popular destinations before a user even stars typing.

Redefined Design Standards

As a result, National Express now have an online presence that is customer-focused, modern & in line with modern build standards.

The internal team now have a fully documented digital styleguide to reference, including UI elements, layouts & call to actions. This allows for future content to be created consistently & on-brand.

“Our brief called for a team of specialist designers to review our site, spot inconsistencies in our web presentation & develop a consistent visual language. What Adaptable actually delivered for us is a new look & feel that is flexible enough to be used across every one of our digital channels. As a digital content manager, this is absolutely amazing & makes my life so much easier.”

Simon Partington

Simon Partington

Senior Content & Social Manager, National Express

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