Understanding the problem
By leveraging the concept of white labeling, Liz wishes to create an application, unique to the industry, that can be customised and rebranded for various clients. The new brand will be called Ferryhawk and will be the focus of this case study.
Ideation & research
By analysing the success and functionality of MIA, we can extract valuable insights and observations that can be applied to Ferryhawk. These learnings will serve as a foundation for enhancing the performance and overall user experience of the Ferryhawk offering. Over the past 6 months, we observed a significant growth in mobile device users, rising from 55% to 62%. However, this was paired with findings of a considerable drop-off rate in conversions for mobile users. During scope, a mobile-first approach to design needed to be taken to ensure the mobile booking experience remained usable and seamless, matching the quality of the web version. Another finding indicated that users desired the ability to browse the ferry schedule before committing to ticket purchases. Introducing this intermediary step effectively grants users additional time to evaluate their options and select preferred dates right from the start. Given this application would be white-labelled, it was crucial to maintain the operators' brand identity on Ferryhawk and ensure the booking portal reflects their look and feel.