ForSea
As part of a major rebranding effort, ForSea (formerly HH-Ferries) was transitioning toward a more sustainable and customer-focused brand, with battery-powered ferries and an updated identity. At the same time, their outdated website and booking system no longer reflected the new brand or met user expectations.
Role
Role
Role
UX-designer
UX-designer
UX-designer
Client
Client
Client
ForSea (Former HH-ferries)
ForSea
ForSea (Former HH-ferries)
Year
Year
Year
2020
2024
2024
Process
As the UX designer, I was responsible for the entire process from discovery to validated wireframes. My work included:
Guerilla interviews & user testing onboard ferries to understand real usage patterns and pain points.
Information architecture & sitemap restructuring based on insights from qualitative research.
Persona development & journey mapping to identify key user needs and expectations across different segments (e.g. commuters, tourists, business travelers).
Wireframes & low-fidelity prototypes, iteratively tested and validated with users.
Client workshop facilitation, including co-prioritize content, features and flow improvements – with a focus on shopping and booking experience.
Key Deliverables
My work resulted in a set of actionable UX deliverables that supported structure, validation, and handoff.
Reworked sitemap and content hierarchy
Customer journeys and persona profiles
Wireframes for homepage, travel info, booking flow, and shopping section
User-tested prototype concepts for early validation
Documentation for handoff and future development
Process
As the UX designer, I was responsible for the entire process from discovery to validated wireframes. My work included:
Guerilla interviews & user testing onboard ferries to understand real usage patterns and pain points.
Information architecture & sitemap restructuring based on insights from qualitative research.
Persona development & journey mapping to identify key user needs and expectations across different segments (e.g. commuters, tourists, business travelers).
Wireframes & low-fidelity prototypes, iteratively tested and validated with users.
Client workshop facilitation, including co-prioritize content, features and flow improvements – with a focus on shopping and booking experience.
Key Deliverables
My work resulted in a set of actionable UX deliverables that supported structure, validation, and handoff.
Reworked sitemap and content hierarchy
Customer journeys and persona profiles
Wireframes for homepage, travel info, booking flow, and shopping section
User-tested prototype concepts for early validation
Documentation for handoff and future development