Shoreline Sightseeing

Embracing the challenge of reimagining an iconic Chicago brand, we digitally transformed Shoreline Sightseeing's online presence, marrying modern design with efficiency, all while maintaining their cherished charm and augmenting user engagement.

Adam Tock (UX Director), Angelica Monteclaro (UX Designer), Julia Ruskin (Copywriter), Cori Dante (Developer)
When Chicago’s Shoreline Sightseeing came to us looking for an updated website, we were more than up to the challenge. But where to begin with such a beloved local business? Yes, accessibility needed a huge boost, load times weren’t much better. But the main issue we found users to have was the difficulty in selecting and purchasing tickets for a boat tour. We realized, “what good is a boating company that can’t sell tickets?”. Our goal, therefore, was to figure out how to get customers in and out of the site with as little hassle as possible.
Shoreline’s new website launched in March of 2022 and the improvements were significant. Although pageviews are down 36% from pre-COVID 19 months, the new site succeeds in virtually every category.

27%

increase in total online revenue

22%

decrease in overall bounce rate

Design and Development Process

The design and development process included several key stages: initial research and analysis, wireframing, prototyping, visual design, development, and testing. We adopted an Agile methodology, with regular sprints, daily standups, and end-of-sprint reviews to ensure continuous progress and collaboration.

Initial Research and Analysis: Conducted user research and competitive analysis to understand the needs of Shoreline Sightseeing’s customers and identify opportunities for improvement.

Wireframing and Prototyping: Created detailed wireframes and interactive prototypes using Sketch and Figma to visualize the new website layout and functionality.

Visual Design: Developed high-fidelity visual designs that reflected Shoreline Sightseeing’s brand identity and enhanced the overall aesthetic appeal of the website.

Development: Collaborated closely with developers to translate the designs into a fully functional website, ensuring responsiveness across various devices.

Testing: Conducted extensive usability testing and user feedback sessions to validate the design and identify areas for refinement.

Key Achievements

Improved User Engagement: The redesigned website saw a significant increase in user engagement, with metrics showing a 40% increase in average session duration and a 25% reduction in bounce rate.

Enhanced Booking Experience: Streamlined the booking process, resulting in a 30% increase in online bookings and a smoother user journey.

Modernized Visual Appeal: Revamped the visual design to create a more modern and attractive look, aligning with current web design trends and Shoreline Sightseeing’s brand image.

User Research and Insights

User research was integral to the redesign process. We utilized surveys, interviews, and usability testing to gather insights into user behaviors, preferences, and pain points. These insights guided the design decisions and ensured the new website met user needs effectively.

Design Solutions

Responsive Design: Ensured the website was fully responsive, providing an optimal viewing experience across desktops, tablets, and mobile devices.

Intuitive Navigation: Simplified the navigation structure to make it easier for users to find information and book services.

Visual Hierarchy: Applied visual hierarchy principles to highlight key information and calls-to-action, enhancing usability and conversion rates.

Accessibility: Incorporated accessibility best practices to make the website usable for people with disabilities, including proper color contrast, keyboard navigation, and screen reader compatibility.

Tools and Technologies

The project utilized a range of tools and technologies, including Sketch, Figma, Adobe Creative Suite, HTML5, CSS3, JavaScript, and UserBrain for user testing.

Reflection and Learnings

Effective communication and collaboration were critical to the success of this project. Regular check-ins and feedback sessions with the client ensured that the redesign aligned with their vision and objectives. Additionally, focusing on user-centric design principles helped create a website that not only looked good but also delivered a superior user experience.

Client and Stakeholder Collaboration

Throughout the project, we maintained clear and consistent communication with Shoreline Sightseeing’s stakeholders. This collaborative approach ensured that all requirements were met and that the final product exceeded client expectations.