Wightlink's 4.5 million annual passengers now book ferry crossings through a redesigned website built around how they actually plan and travel. The new platform handles 140+ daily sailings across three routes, turning complex timetabling and fare structures into clear, considered decisions.

Passengers searching for the best crossing time now see real-time availability, instant fare comparisons, and flexible booking options without having to navigate multiple pages or wrestle with unclear pricing. The site's journey planner anticipates common questions, like vehicle sizes, passenger numbers, travel dates, and presents the right information at the right time.

Since launch, we've continued expanding the platform's capabilities. The Best Fare Finder automatically compares ticket options across dates and times to give the user genuine savings. The Wightlink Explorer helps passengers discover Isle of Wight destinations and plan their visit alongside their crossing, turning a transactional booking into trip inspiration.

Customers booking ferry crossings often don't know which route suits them best or whether their vehicle qualifies for standard pricing. Staff knew this. They fielded the same questions hundreds of times daily. Traditional user testing revealed the problems; workshop sessions conducted onboard actual ferry crossings uncovered why they persisted.

Passengers planning trips while travelling showed us they juggle multiple variables simultaneously: outbound and return times, vehicle sizes, passenger counts, and flexible dates all compete for attention. The existing booking flow forced linear decisions, making customers backtrack repeatedly or abandon bookings to double-check details.

This shaped three core design principles: present all variables immediately, eliminate unnecessary steps, and remember context for returning visitors. The booking widget now displays route options, live availability, and vehicle requirements on a single screen. The site architecture puts timetables, fares, and booking within one click of each other, regardless of entry point.

Real-time service updates show delays or cancellations directly under the navigation bar. Live Feefo reviews surface on route pages, helping first-time visitors choose between Wightlink's three island routes based on passenger experiences. Interactive maps display geolocation and nearby facilities.

Behind all of this sits direct integration with Wightlink's internal booking system, syncing purchases, vehicle details, and passenger data instantly. The site handles bookings for 140+ daily sailings without manual processing or duplicate entries.