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Wightlink’s new website is designed by its customers – with a Portsmouth web agency

(23 September 2020) Wightlink has launched its new website, making it easier for customers to book cross-Solent ferry travel to the Isle of Wight. 

The new website is faster to use and much more straightforward to navigate. It was also designed to be mobile-first, allowing users to access the website in more ways than ever. 

Wightlink worked with Si digital, a web agency based in Southsea. Its experts in strategy, design and development help customers make the most of technology. 

Right from the start, the ferry company asked a wide range of people to give their opinions on the previous website and suggest improvements. This included commuters, regular travellers and mainlanders who had never taken a ferry before, as well as Wightlink staff who work closely with customers. Many of these people went on to ‘road-test’ the first draft of the new website. 

“Our new website has been designed by our customers, in collaboration with Si digital, and it has been invaluable to gain their insight into how they search for information,” explains Wightlink’s Marketing and Innovation Director, Stuart James.  

Steven Piper, Founder of Si digital, adds: “Using valuable customer insights, we were able to build a user-focused website that is both attractive and responsive, enabling Wightlink’s customers to make bookings quickly and efficiently.” 

One of the new features of the website is its enhanced booking process, which uses the latest technology to create a more intuitive experience for customers. Once a customer logs into their account, they will have all their previous bookings and passes at their fingertips and these can quickly be used to book new journeys. 

The home page 

First impressions are important. Wightlink’s home page now shows the most relevant information for all customers – as identified by the testing panel – and these elements are at the top of every webpage. 

  • Timetables 
  • Ferry booking panel 
  • Account login 
  • Latest service status 

Booking a ferry 

A streamlined process quickly takes customers through the various stages of making a booking. Improvements include: 

  • The opportunity for customers to buy their first vehicle Multilink Pass online  
  • Swift online purchase and top-up of Multilink Passes and Season Tickets 
  • Priority boarding places can now be booked online 
  • A vehicle registration look-up helps customers to select the size of their car 
  • Customers with Business accounts now have a dedicated Hub with essential information 

Exploring the Isle of Wight 

In addition to comprehensive information about ferries, the new website includes ‘Wightlink Explorer’, an interactive map-based tool that highlights places of interest, accommodation providers, attractions and beaches.  

An inspiring blog shares popular and quirky features about Island life to spark further interest in the Isle of Wight. Topics range from where to spot sea eagles to the best cycling routes and where to enjoy award-winning local produce.