Director of UX
Service Design + Research
2021-2022
Port Jefferson
Ferry
I led the complete digital transformation of a 140-year-old ferry service, redesigning the booking experience for 1.2M annual passengers crossing the Long Island Sound.
This project taught me that maritime operations require unique UX considerations — from tide schedules to vehicle logistics. By implementing progressive disclosure and service design methodology, we reduced support tickets by 30% while navigating complex backend constraints.
Live Site • pjferry.com
Visit the redesigned booking experience
Impact • -30% Support Tickets
Measured across 1.2M annual passengers
The Challenge
Legacy Meets Modern Expectations
The Bridgeport & Port Jefferson Ferry Company had been operating for 140 years with a booking system that hadn't evolved with their passengers' expectations. As McAllister Towing acquired them, I was brought in as Director of UX to modernize the entire digital experience.
The challenge wasn't just updating an interface — it was reimagining how maritime logistics could feel intuitive to everyone from daily commuters to international tourists.
Pain Points Discovered
“How might we transform a complex maritime booking system into an intuitive experience that serves both tech-savvy tourists and traditional ferry customers?”
— Core design challenge that guided our approach
Research & Discovery
I started by embedding myself in the ferry terminal for a week, observing real passenger behavior and conducting guerrilla interviews. What I discovered challenged our initial assumptions about who uses the ferry and why.
Seasonal Weekenders
45% of passengers
Families escaping NYC to Long Island wineries. Book 2-3 times per summer, always stressed about vehicle measurements and cabin availability.
“I just want to know my minivan will fit and we'll have seats together.”
Commercial Tradespeople
20% of passengers
Contractors with oversized vehicles crossing weekly. Need fast rebooking, bulk purchases, and clear commercial vehicle policies.
“I cross twice a week with different trucks. Make it fast and clear.”
International Tourists
15% of passengers
Part of Northeast corridor tours. Unfamiliar with ferry logistics, need extensive guidance and reassurance about the experience.
“Is this like the Staten Island Ferry? Do we stay in our car?”
Local Commuters
20% of passengers
Daily or weekly commuters who know the system inside out. Want speed, multi-ride packages, and minimal friction in repeat bookings.
“I do this every week. Don't make me enter everything again.”
Service Blueprint Journey
Discovery
Booking
Boarding
Journey
Arrival
Mapping the complete service journey revealed that anxiety peaked during vehicle measurement selection and cabin choice — two moments where progressive disclosure could significantly reduce cognitive load.
Solution Architecture
The breakthrough came when I realized we were trying to collect too much information upfront. By implementing progressive disclosure — revealing complexity only when necessary — we could guide users through decisions one at a time.
Progressive Disclosure in Action
Step 1: Simple Route Selection
We start with just two questions: Where are you going and when? No overwhelming forms, no vehicle details yet. Just the essentials.
Design Decision
Calendar shows real-time availability with dynamic pricing, preventing the frustration of selecting a sold-out date later in the process.
Mobile-First Reality
With 60% of bookings starting on mobile devices, we flipped the traditional approach. Instead of “making it work” on mobile, we designed for thumbs first.
- Touch targets minimum 44px, exceeding WCAG guidelines
- Single-column layout prevents horizontal scrolling
- Bottom-sheet navigation keeps CTAs thumb-accessible
- Auto-detect device location for departure port suggestion
92%
Mobile completion rate after redesign
Up from 42% pre-redesign
Design Evolution
From Concept to Implementation
Research & Wireframes
Low-fidelity wireframes tested with paper prototypes at the ferry terminal. Real users, real scenarios, immediate feedback.
Interactive Prototypes
High-fidelity Figma prototypes with real data. Tested remotely with 50+ users across all persona groups.
Production & Iteration
Staged rollout with A/B testing. Continuous iteration based on analytics and customer service feedback.
Transformation at a Glance
23 form fields on first page
Manual vehicle measurements required
No mobile optimization
7-step checkout with backtracking
2 fields to start booking
Smart vehicle recognition system
Mobile-first responsive design
5-step flow with skip options
Measured Impact
-30%
Support Tickets
First month after launch
+118%
Mobile Conversions
Year over year
1.2M
Annual Passengers
Served by new system
3min
Avg Booking Time
Down from 11 minutes
“The new booking system has transformed our operations. We're seeing happier customers, fewer service calls, and our staff can focus on hospitality instead of troubleshooting.”
— Operations Director, Port Jefferson Ferry Company
Key Takeaways
Progressive Disclosure Works at Scale
Breaking complex decisions into digestible steps reduced cognitive load dramatically. Users complete bookings faster despite the system collecting the same information.
Lesson: Don't show everything at once. Guide users through complexity.
Service Design Requires Systems Thinking
The digital experience couldn't be divorced from physical operations. Every design decision had to account for dock logistics, tide schedules, and crew workflows.
Lesson: Understand the entire ecosystem, not just the interface.
Accessibility Is Good Business
Designing for older, less tech-savvy users made the experience better for everyone. Clear visual hierarchy and generous touch targets improved conversions across all demographics.
Lesson: Inclusive design isn't a constraint — it's a competitive advantage.
Team & Acknowledgments
This transformation was possible thanks to an incredible cross-functional team that embraced user-centered design in a traditionally operations-focused industry.
McAllister Towing Leadership
For trusting design to drive business transformation
Ferry Operations Team
For invaluable insights into maritime logistics
Engineering Partners
For bringing progressive disclosure to life
Customer Service Team
For continuous feedback and user advocacy
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