hobby project
Role:
UX Designer
UI Designer
Scope:
UX Design
Prototyping
UI Design
Usability Testing
Team:
Just 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The booking platform is outdated and users face numerous challenges during the booking process on the website.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 world’s largest ferry companies, based in Goteborg, Sweden.
Sustainability
Customer focus
Safety
Innovation
Diverse Motivations for Ferry Travel: Passengers have varied motivations for using ferries, such as: transit, holidays, transporting vehicles, relaxation onboard, accessing cheaper alcohol, and enjoying onboard entertainment.
Flexible Check-in Options: Offering the flexibility to make check-ins later can facilitate easier decision-making when purchasing tickets.
Importance of Onboard Entertainment: Since internet access might be limited, providing diverse entertainment options onboard becomes crucial for passenger satisfaction.
Nostalgia and Social Interaction: Offline activities like playing cards or engaging in conversations evoke a sense of nostalgia and connection, reminiscent of simpler times.
Pre-Cruise Weather Checks: Passengers often check weather forecasts before the cruise, particularly if they have concerns about encountering high waves.
Generous Luggage Allowance: Traveling by ferry allows passengers to bring a more extensive range of belongings compared to air travel.
Multiple issues with the register form prevented successful payments, creating obstacles for users attempting to complete transactions.
The 'Extra' account sign-up process might be misleading, as users might mistake it for an additional paid feature. Additionally, the extensive terms and conditions could deter users.
In some instances, the chosen destination status is not prominently displayed, causing confusion and uncertainty for users.
The low fare calendar is not synchronized with the departures calendar, leading to user inconvenience and difficulty in planning.
The process for booking pets is unclear, as it's uncertain if the booking is for the pet or a pet-friendly cabin. It would be more user-friendly if a pet-friendly cabin is automatically proposed after adding pets.
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
