hobby project
Role:
UX Designer
UI Designer
Scope:
UX Design
UI Design
Prototyping
Usability Testing
Team:
Me
Duration:
2 months
Problem:
The booking platform is outdated and users face numerous challenges during the booking process on the website.
Solution:
Conduct usability testing and redesign the interface to meet user needs and enable seamless booking.
Result:
To address the challenges, I redesigned the booking platform with a user-centric approach, incorporating modern features and an intuitive interface to streamline the booking process and meet user needs effectively.
The repeated challenges I faced while using the Stena Line booking site led me to choose it as my next case study. Back in summer 2020, I planned a trip to Sweden with my friends to explore the beautiful islands around Karlskrona by bike. As part of the adventure, I was in charge of booking the ferry through Stena Line. What seemed like a straightforward task quickly turned into a frustrating experience.
From struggling to find clear information about bike transport options to navigating an overly complicated booking process, every step of the journey online felt more challenging than it needed to be. The platform lacked the intuitive design and user-focused flow that such a service requires, especially for travelers like us with specific needs. This experience not only delayed our planning but also made me realize how much room there was for improvement.
By redesigning the Stena Line booking platform, I aim to create a smoother, more enjoyable user experience that matches the excitement of planning trips like ours
Stena Line is one of the largest ferry operators in the world.
The company is headquartered in Gothenburg, Sweden.
.
Sustainability
Customer focuse
Safety
Innovation
🚢 Diverse Motivations for Ferry Travel
Passenger research reveals that individuals choose ferry travel for various reasons:
Transit: Utilizing the ferry as a mode of transportation to reach another location.
Holidays: Opting for the ferry as part of a leisure trip.
Transporting Vehicles: Travelers bringing their own cars, bicycles, or other vehicles.
Relaxation Onboard: Viewing the journey as an opportunity to unwind and enjoy the sea.
Access to Cheaper Alcohol: Purchasing alcohol at lower prices available onboard.
Onboard Entertainment: Seeking various activities and entertainment options during the voyage.
🛂 Flexible Check-in Options
Providing passengers with the ability to check in later can facilitate decision-making when purchasing tickets, especially when travel plans are subject to change.
🎭 Importance of Onboard Entertainment
Given the potential limitations in internet access, offering a range of entertainment options onboard is crucial for enhancing passenger satisfaction. This includes activities such as live music, interactive games, and access to movies and shows. For instance, Brittany Ferries has implemented video-on-demand services on select vessels, providing passengers with a variety of entertainment choices during their journey.
🧭 Nostalgia and Social Interaction
Engaging in offline activities like playing cards or conversing with fellow passengers can evoke a sense of nostalgia and foster social connections, reminiscent of simpler times. These interactions contribute to a more enjoyable and memorable travel experience.
🌦️ Pre-Cruise Weather Checks
Passengers often check weather forecasts prior to their voyage, particularly if they have concerns about adverse conditions such as rough seas. Providing accessible and accurate weather information can help passengers prepare and make informed decisions about their travel.
🎒 Generous Luggage Allowance
Traveling by ferry allows passengers to bring a more extensive range of belongings compared to air travel. This flexibility in luggage allowance is a significant factor in choosing ferry travel, as it accommodates various personal needs and preferences.
Issues with the Registration Form Hindering Payment Completion
Frequent problems with the registration form prevented successful payment transactions, creating significant obstacles for users attempting to finalize their bookings. These difficulties negatively impacted the user experience, leading to frustration and abandonment of reservations at the payment stage.
The registration process for the "Extra" account can be misleading, as users might confuse it with an additional paid feature. The extensive terms of service may discourage users from completing the registration process.
After selecting a destination, users proceed to choose the number of passengers. At this stage, the system does not display the selected route, which can create a sense of uncertainty and lack of control over the booking process. This omission may lead to user confusion and potential errors in the booking details.
The absence of synchronization between the low fare calendar and the sailing schedule leads to user inconvenience and complicates trip planning. Users may encounter situations where the desired travel date appears at a low fare but is not available in the sailing schedule, causing confusion and potential frustration.
The process for booking pets is unclear, as it's not evident whether the reservation pertains to the pet itself or to a pet-friendly cabin. This ambiguity can lead to confusion and potential issues during the booking process. To enhance user experience, it would be more user-friendly if the system automatically proposed a pet-friendly cabin upon adding a pet as a passenger. This proactive approach would streamline the booking process and reduce potential confusion.
The booking process leads to confusion and irritation in three points:
While switching from the website to the booking platform
While selecting dates in the calendar
While submitting an order and logging in
Astrid - a mother that creates memories
Kacper - a low-cost adventures lover
❌ Now, the ferries search module is not available from the home page.
✅ I propose to embed search module in the hero section on home page for the best access.
❌ No access to bookings.
✅ I propose to create a traveler's account to manage bookings.
I decided to draw a simple layout:
steps menu on the left,
workspace in the middle
an interactive bill on the right
