Caledonian MacBrayne
Client
Caledonian MacBrayne
Services
Web Design
UX / UI Design
eBooking UX
I began by designing the ticket booking journeys, ensuring each step, from selecting routes to confirming payment, felt intuitive and efficient. I mapped out the UX flows to accommodate different traveller types, ensuring clarity and usability for frequent travellers, islanders, tourists, and commercial customers alike. These flows were tailored to reduce friction and guide users effortlessly through the purchase experience.
Website Design
Simultaneously, I led the creation of the visual design and UI for both the website and the mobile interface. I crafted clean, accessible screen layouts that felt modern yet familiar to a diverse user base, including local residents and tourists more comfortable with digital tools. I focused on clear information hierarchy, responsive component design, and a cohesive visual language that reinforced CalMac’s identity and instilled confidence throughout the booking process.
Complementing this, I designed interactive prototypes to validate the visual transitions and UX interactions across devices. These prototypes allowed stakeholders to experience the click-through user journey and test usability before development, ensuring buy-in and alignment across the project’s development lifecycle.
Mobile App Design
I then focused on the mobile app experience, where simplicity and speed were essential. I designed the UI to feel clean, modern, and practical for travellers on the move, with clear navigation and streamlined ticket management. By prioritising legibility, and easy access to key features like timetables and bookings, the app design provided a reliable companion for users navigating complex journeys.
Through these efforts, optimised UX flows, refined visual design, and interactive prototyping we delivered a unified, user-centric digital platform across web and mobile. The project empowered CalMac to meet their ambitious digital transformation goals with clarity, enhanced user satisfaction, and a stronger digital touchpoint for their diverse passenger base.
