Client: Coastal Exploration Company
Project: User Experience (UX) review
Enhancing User Experience for Seamless Website Journeys
We were excited to work with the Coastal Exploration Company, a company that blends adventure, sustainability, and tradition by using wooden fishing boats for sail cargo and immersive coastal experiences. Their mission to champion best environmental and sustainable practices is inspiring, and we set out to ensure their website reflected this ethos while delivering an outstanding customer experience.
Our journey with Coastal Exploration Co. began with a discovery phase. We immersed ourselves in their brand story, exploring their unique approach to sustainable exploration and how this sets them apart. This foundation informed every decision we made during the project. Next, we conducted a comprehensive user experience (UX) audit, leveraging insights from behavioural economics, psychology, neuroscience, and human-computer interaction design to evaluate their website's performance from multiple perspectives.
To begin, we mapped out the customer journey, acting as prospective customers ourselves. This hands-on approach allowed us to identify key friction points and understand where users might encounter difficulties. For instance, we noticed that navigation across the site felt unintuitive, making it harder for visitors to explore Coastal Exploration Co.'s offerings, such as sail cargo and guided coastal adventures. Crucial information about their environmental initiatives and booking options was also not as prominent as it could be, which risked losing user interest. Furthermore, the booking process itself—a pivotal touchpoint—was overly complex and lacked the seamless flow required to drive conversions effectively. Additionally, we highlighted accessibility gaps that could hinder the experience for users with varying needs.
Armed with these insights, we developed a detailed roadmap for improvement. We recommended restructuring the navigation to make key offerings more accessible and intuitive, redesigning the booking process for simplicity and efficiency, and integrating features that reflect the company’s commitment to sustainability. For example, we proposed visual elements and content that showcase their environmental ethos, helping users connect emotionally with the brand’s mission. Accessibility enhancements, such as better colour contrast and clear typography, were also prioritised to ensure inclusivity.
Our process didn’t stop at analysis and recommendations. We worked closely with Coastal Exploration Co. throughout implementation, ensuring the solutions aligned with their vision and resonated with their audience. The result is a website that not only performs better but also authentically represents their values and enhances user engagement.
Sustainability and digital design go hand in hand, and we’re proud to have supported Coastal Exploration Co. in aligning their online presence with their mission.
