We gave Wightlink's extensive website a complete makeover. Through careful content reviewing and in-depth user research, we created a smooth, intuitive web experience that makes it easy for customers to plan their ferry journeys and buy their tickets.

With over 140 sailings operating every day, the Wightlink website gets a huge amount of traffic from passengers checking crossing times and booking tickets. The previous site was slow and lacking clear user journeys, so we worked with Wightlink to design and develop a new, fully optimised, and user-centric website.

Since launching, we’ve been working closely with Wightlink to grow and expand their website by introducing innovative new features like the Best Fare Finder and the Wightlink Explorer.

We ran this alongside our extensive user-testing which allowed us to gain important insight from both staff and customers. We even held workshops onboard ferries to trial different page layouts with different groups to see which was more effective.

This process gave us valuable insight into how Wightlink’s own customers use the website, and informed our UX design decisions throughout the project. From the improved site architecture to the personalisation for logged-in users to the redesigned booking widget, the site is a UX dream to use, getting users to where they want quickly and easily.

At its core, the main integration ties the website up with Wightlink’s internal booking system. As soon as a user has completed and paid for the booking, the booking is logged in the internal booking system, so Wightlink can keep track of and manage bookings as they come in.

We’ve also integrated Mapbox for any live maps used on the website, added support for live Feefo reviews, and implemented a live service status integration, creating a seamless experience sitewide for users.