Case Study: Wightlink improves ferry booking with Si Digital

Wightlink rebuilds ferry booking for 4.5 million passengers with Si Digital

The customer, Wightlink, an award-winning ferry company, faced the challenge of a complex online booking system that confused its 4.5 million annual passengers. Their previous website struggled with unclear pricing and a linear booking flow that often caused users to abandon their bookings. Partnering with vendor Si Digital, Wightlink undertook a large-scale UX research and site build project to create a more user-centric platform.

Si Digital implemented a redesigned website that integrated directly with Wightlink's booking system. The solution presented all booking variables immediately, eliminated unnecessary steps, and provided real-time availability and fare comparisons. This transformed the complex timetabling and fare structures into clear, considered decisions for passengers. The new platform successfully handles over 140 daily sailings, making it easier for visitors to book their crossings and plan their trips to the Isle of Wight.

Wightlink