Ferry Booking
Mobile-First Booking
Client
Port Jefferson Ferry
Year
2021-2022
My Role
Senior UX Designer
User Researcher
The Port Jefferson Ferry’s digital booking system needed a complete overhaul to serve a growing customer base and meet evolving operational demands. We conducted extensive UX and service design research — including interviews, journey mapping, and persona development — to uncover key pain points and shape a user-first strategy.
Our research revealed that the existing site was clunky and unintuitive, particularly for tech-averse users. Bookings involving vehicles or special accommodations were especially confusing, and the overall process lacked clarity, accessibility, and trust. With these insights, we set out to redesign the experience to be intuitive and mobile-friendly, empowering users to confidently plan trips and purchase tickets online with minimal friction.
To make the ferry booking experience more accessible and intuitive, we designed a guided, step-by-step flow using progressive disclosure. By revealing only what’s necessary at each stage, we reduced cognitive load, minimized input errors, and made the process feel more manageable. This approach mirrored the clarity of speaking with a human agent and allowed us to handle complex scenarios (like oversized vehicles or cargo) without overcomplicating the experience for simpler trips.
We designed a touch-friendly interface with clear hierarchy, generous tap targets, and streamlined navigation, ensuring the experience felt approachable and easy to use on any device. The result was a more confident, user-centered booking flow that empowered even the most hesitant users to complete their reservations online.
Our work on the Port Jefferson Ferry booking system uncovered key barriers to usability and digital adoption. We tested the redesigned flow with existing user groups and gathered valuable feedback that validated our approach to progressive disclosure, accessibility, and simplified decision-making.
The resulting mobile-first experience offered a clear, intuitive path through a complex booking process. Beyond design, the project informed broader digital strategy; shaping how the organization approaches technology, customer experience, and future implementation planning.
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