Harbour Air Ltd.
At the outset of the project we didn’t have a clear mission or specific goals for the new website.
The old Harbour Air website was launched in 2013. The clients from Harbour AIr were 100% sure that the website needed improvement, however, they didn’t know what to do and how they should do it.
We decided to start with observing how the users were using the old website.
Considering the unclear scope we have, we decided to start with three research activities to understand the current website’s performance.
The online survey was active for one month in which over 400 responses were recorded. From the results we identified several key findings that assisted us in formulating our questions for the focus group.
Then we hosted a focus group session with around 10 people to understand people’s goals and frustrations in depth about the current website.
Booking (the primary objective for most) was felt to be relatively straightforward;
Overall, participants felt the website was too busy, too chaotic, with a large number of subpages;
There is an opportunity to better highlight tours as the current construct isn’t optimized.
Promotions are unfortunately not easily found with the current layout;
Loyalty programs are not fully understood or optimally used.
We also looked into Google Analytics & Hotjar to understand the user behaviour and content hierarchy.
We started the design process with reorganizing the website’s sitemap. We went through multiple workshops to define the new site structure. The goal is to help users find what they’re looking for, even when they’re not sure what it is yet.
During the prototyping phase, I sketched out new ideas on paper to visualize the new page layout options.
Design system has been a hot topic in the industry recently. We want to have the consistent brand language through different platforms and media, so I developed the website styleguide to document the usuable components and guide the development.
The website launched globally in early 2019. We have received numerous positive feedbacks for the new website!
