CREATING A NEW WEBSITE FOR THE AWARD-WINNING FERRY SERVICES IN SCOTLAND.
TYPE
UX DESIGN, UI DESIGN, USER TESTING
CalMac is the operator of ferries between the mainland of Scotland and 22 of the Scottish Isles. In the context of a design test for my current role at Equator, I was asked to pick a digital service I had recently experienced and to identify an element I thought could be better. Having used the CalMac site numerous times to book ferries, I’m familiar with how poor the user experience is and decided to look at how it could be improved.
RESEARCH
I started with a phase of research to gain context: I conducted some usability tests, did a competitive benchmark and ran an online survey. The usability tests allowed me to note some key issues, such as how difficult it is to find where to buy tickets from the homepage, the lack of a pet option in the booking process, and how long the overall booking process takes.
ANALYSIS
From the results of that research, I was able to draw some conclusions and analyse them in order to create a customer journey map. After that, I was ready to create flow diagrams.
INTERACTIVE PROTOTYPE
Once the flow diagrams were all laid out for both desktop and mobile, I started creating an interactive prototype. I used a mobile-first approach.
VALIDATION
Once the wireframes were finished, I conducted another usability test, giving a new user the same task as before but on the new prototype. The user completed the task without any issues, in less than half the time as the users using the current CalMac website.
VISUALS
