Since 2014, Helmes Group (under our TWN brand), has contributed more than 25 000 hours of expertise to Tallink’s digital development. The long-standing cooperation spans software development, UX/UI design, digital accessibility and internal systems, supporting Tallink’s commitment to user-centred digital services for the more than 5.5 million passengers it serves annually.
User experience as a strategy
With more than 5.5 million passengers annually, Tallink is the Baltic Sea region’s largest and best-known travel company. They’ve always maintained a strong focus on understanding their customers and improving their experience across digital channels – as is evident in the multiple awards they’ve won, including the 2026 Grand Travel Award (Swe).
Our shared commitment to user-centred development has been at the heart of our cooperation.
Tallink’s digital services support passengers before, during and after their journeys, from booking tickets and checking in to managing travel details and accessing personalised services.
Over the years, we have worked as part of integrated teams with Tallink’s own specialists and other external partners, delivering UX/UI design, business analysis, prototyping, usability testing, and front-end and back-end development across a wide range of services.
These include web and mobile ticket booking, booking modifications, port self-service and check-in, loyalty programmes, personalised customer communications and the Tallink mobile app.
Across these projects, Tallink’s commitment to usability and accessibility has always remained a part of the core strategy, allowing them to develop digital services that continue to meet changing customer needs across different markets and channels.
Putting users at the centre of digital development
User-centred design has long been part of Tallink’s approach to digital development. Research, usability testing and accessibility have helped bring the needs of actual users into decisions about services and interfaces.
Our usability research has included in situ testing with customers in Estonia, Finland and Sweden, carried out in collaboration with Finnish digital consultancy Qvik and Tallink’s own specialists. This work covered Tallink’s e-commerce services and hotel websites.
Accessibility has been another important area of cooperation. Our specialists have assessed more than 10 Tallink digital environments across web, iOS and Android platforms, including accessibility audits, screen-reader testing, training and consulting.
The work has included assessments against WCAG 2.1 AA and EN 301 549, using assistive technologies such as JAWS and VoiceOver.
The invisible work behind it all
Our cooperation has also extended to work on a reusable React and Storybook UI component library, internal digital environments, the Tallink Brand Portal and the implementation of Tallink’s renewed brand identity across digital channels.
Over time, we’ve covered design systems, information architecture, UX/UI design, prototyping, usability testing, and front-end and back-end development. We’ve also worked with Adobe Campaign solutions to support personalised customer communications.
These projects have brought together Tallink’s internal experts and external specialists across different disciplines, technologies and services.
More than a decade of cooperation has given our teams an in-depth understanding of the maritime transport industry and – truth be told – a much deeper personal love for the sea, boats and seagulls.
Continuity matters in digital development. Working with people who understand the business, systems and customers gives a valuable starting point when new needs arise.
