Stena Line Scandinavia AB based in Gothenburg, Sweden is one of the world's leading ferry companies. With a total of 38 vessels, Stena Line operates an extensive ferry network in Scandinavia, Great Britain, Germany, and the Baltic
The company transports more than 14 million people and 3 million cars every year. Passengers can book their ferry crossings, prearranged short trips or city trips online via the website www.stenaline.de.
Stena Line commissioned usability.de to find out how different users perceive the website. They were especially interested in evaluating the usability of their online ferry and cottage vacation booking process. Stena Line specifically wanted to know, "Which elements on their home page draw the users' attention and which get ignored?"
usability.de partnered closely with Stena Line to conduct usability tests with eye tracking of their website. The eye tracking analysis focused on the perception of the Stena Line home page. To include a broad cross section of Stena Line's customers, usability.de enlisted frequent travelers, retired persons, and families to participate in the usability tests. The participants performed ordinary tasks like booking a ferry ride or a cottage vacation on Stena Line website.
“Eye tracking has brought us forward a great deal. The visualized concepts in the report substantially simplified the implementation and saved us a lot of time.”