Skip to main content

Pohjolan Liikenne Travel Ticket Sales

Pohjolan Liikenne

Pohjolan Liikenne is the road services division of the state-owned VR Group. Pohjolan Liikenne offers both person and cargo carrier services.


Pohjolan Liikenne was looking for solutions enabling them to make faster changes to the webstore, such as campaigns, new products and routes. We set out to tackle the challenge and improve the customer experience to attain faster and firmer purchase decisions.


The existing webstore was not optimised for mobile, so the first objective was to provide support for all devices. Pohjolan Liikenne wanted to create more prominent and attractive possibilities for additional sales, such as pre-booked seating, into the sales funnel. All the development was to be built on a monolithic legacy system which generated pressure for us to introduce smart, modern interface development.

Working with Columbia Road has been an absolute pleasure. Their team is reliable, skilled and fun. We have achieved great results with the new mobile ticket, and I’m very excited about the next steps we’re going to take together.

Ilona Pirhonen, eCommerce Manager, Pohjolan Liikenne

Our Approach

We set out to work with a continuous incremental development process in mind with a small team who would work closely with Pohjolan Liikenne. First, we decided to look at the customer use cases by paper prototyping crucial customer use situations. The primary target was mobile first: creating a webstore so simple and smooth that it would, without exception, work on small screens and mobile browsers. After achieving that would come support and the gimmicks for big screens. To ensure a smooth transition, we decided to direct only a portion of the customers to the new sales funnel, which is a low-risk way to continuously release new features into production without preventing anyone from purchasing the ticket they need.


After the new mobile-optimised webstore was launched, sales picked up. Both customer and employees have expressed their contentment with the simplicity of the service. In addition, Pohjolan Liikenne can now introduce new features with more flexibility and provide a more streamlined customer experience.

The Data Handbook

How to use data to improve your customer journey and get better business outcomes in digital sales. Interviews, use cases, and deep-dives.

Get the book