VICTORIA HARBOUR FERRY
About The Case Study :
Victoria Harbour Ferry is a beloved tourist attraction in Victoria,BC and while the ride experience is just mesmerizing, the same thing cannot be said about their website. While the branding and colours provide a solid foundation, the website could be improved which lead to a case study that started by deriving a user journey and understanding the emotions of the user to really find the pain points and improve the designs while keep the branding intact.
Purpose :
Being able to understand the audience and their emotion is a very vital skill that every UI/UX designer should be aware of. In this project, I was able to create a user journey map using the user persona which helped in tweaking the existing site to better the pain points as well as design enhancements that would elevate the user experience of the site while keeping the branding intact.
Existing Problems With The Site :
While the content in the website were clear, some of the placement of vital information was all wrong which lead to users finding it hard to navigate through the page such as opening and closing times of the events and contact information. There was a lot of negative space which could be better utilized and lot of the card designs where inaccesbile due to smaller text sizes and interference from the background colour.
How I Approched The Redesign :
After understanding the vital emotions and pain points of the users through the use of user journey and personas, I was able to update the existing userflow of the website to improve navigation. Then I moved on to changing the card designs and typography of the website to better fit the branding to bring it more into the modern, sleek and touristy look. Added a hero banner to all the rebranded pages and created clear distictions to the information layout of the website using hierarchy rules.
User Personas :
From researching about the website, human behavior and emotion, I was finally able to dial down to form the user personas that fit the use case of the website. First user is a foreigner who is a Youtube vlogger who likes to create travel journals about her travels. Second user is a junior marine technician who is a marine folklore fanatic and antique collector who likes all things marine. These two users form some of the most common user targets that will visit the website.
User Journey :
From researching about the website, human behavior and emotion, I was finally able to dial down to form the user personas that fit the use case of the website. First user is a foreigner who is a Youtube vlogger who likes to create travel journals about her travels. Second user is a junior marine technician who is a marine folklore fanatic and antique collector who likes all things marine. These two users form some of the most common user targets that will visit the website.
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