Ferry Booking
Mobile Redesign
Client
Port Jefferson Ferry
Year
2021-2022
My Role
Senior UX Designer
Port Jefferson Ferry is a long-running service that connects Long Island and Connecticut, carrying both passengers and vehicles. As ridership grew and operations became more complex, the ferry’s digital booking system struggled to keep up. Customers found the online process clunky and confusing, which created friction for both simple and complex reservations.
As the Senior UX Designer contracted to the project, I partnered with Port Jefferson Ferry’s internal team to lead UX research, workflow design, and interaction design for the new booking system. I facilitated user interviews, journey mapping, and persona development to uncover key pain points, then translated these insights into a mobile-first, accessible experience. I collaborated closely with stakeholders and engineers to ensure the redesigned flows could scale to support vehicle bookings, special accommodations, and operational constraints.
Our research revealed that the booking site lacked clarity, accessibility, and trust, particularly for tech-averse users. To address this, I designed a guided step-by-step flow using progressive disclosure. This approach reduced cognitive load, minimized input errors, and made the experience feel more like speaking with a live agent, while still handling complex edge cases such as oversized vehicles and cargo.
I developed a touch-friendly interface with clear information hierarchy, generous tap targets, and streamlined navigation. The result was an approachable, consistent booking experience across devices that empowered even hesitant users to complete reservations online.
We validated the redesigned flow through usability testing with existing customer groups. Feedback confirmed that the progressive disclosure approach improved clarity, accessibility, and confidence in online booking. The mobile-first experience delivered a clear path through a complex process, reducing friction for both everyday riders and users with more complex needs.
Beyond the interface, this project also shaped the ferry’s broader digital strategy, informing how the organization approaches customer experience, technology adoption, and future implementation planning.
See full UX Strategy Deck.