Designed to convert


Shuttel is a groundbreaking solution for the corporate mobility market. Customers use just one card for multimodal travel, conveniently aggregated into a single platform and payment. Lab Digital designed and built a content-focused website to educate prospects and maximise conversions.



Launch date

February 2019


Shuttel is building a name for itself in corporate mobility. With respected public and private sector clients, the business is growing quickly. After their initial proof-of-concept website, Shuttel needed a stronger representation of their brand and value proposition. Lab Digital defined a strategy, created the user journey, and built an interactive website with a heavy emphasis on experience and design.

Strategic approach

With mixed goals and multiple audiences, this project needed a strategic approach. Early conversations led to constructive workshops, in which the target markets were defined in detail. Our creative direction combined thought-leadership content with conversion-led design, and we prepared an approach to convert two disparate audiences: freelancers and large businesses.

The creative process we went through with our customer resulted in a big change in look and feel compared to the previous website. The process helped us to get the best result possible: a clear and good converting website!

Niels Westerneng Lab Digital

Design & development

Navigation trees and wireframes formed the first part of the design stage. Our proposals had numerous iterations before we settled on the right direction. We created an animation to showcase a parallax effect, and everybody immediately saw the potential impact. Parallax elements then became key to the final website experience.

Development was completed by a four-strong Lab Digital team: a back-end developer, front-end developer, project manager, and tester. Three sprints meant the development stage was completed within just seven weeks.

Advies op maat

Shuttel has two core audiences with very different motivations and pain points: freelancers and decision-makers at large organisations. Advies op maat is a conversion funnel that naturally splits the two audiences, interactively guiding each user through their optimal journey to arrive at the most relevant Shuttel solution. Mid-sized corporations can make a choice: order cards and get started immediately, or schedule a meeting and receive tailored mobility advice.


The website is build using the Wagtail CMS and includes a React based tool to allow users to select the most relevant Shuttel solution.


The result is a professional responsive website, designed to educate visitors with stories and convert them with calls to action and interactive funnels. Eye-catching design sets Shuttel apart from competitors, reflecting the unique brand identity and value proposition. Future A/B testing will highlight areas for further optimisation and innovation.

The biggest challenge when developing our new website was to make sure it appealed for multiple target groups without building separate sites for each of them. We succeeded with this fresh and informative website that helps us prove our moral market leadership and converts visitors to customers at the same time.

Remco Pastoor Shuttel

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