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Case Study Stena Line

Usability test with eye tracking Stena Line

Usability optimization Stena Line website
  • Usability tests
  • Eye tracking
  • Interaction design
Screen Stenaline

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.

The Mission

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?"

Previous website Stena Line
Previous website Stena Line

The Approach

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.

Heatmap from the eye tracking analysis
Heatmap from the eye tracking analysis

The Solution

The eye tracking tests revealed several usability weaknesses of the website. Experts from usability.de offered several practical recommendations for optimizing the site's booking process. These recommendations were implemented and considerably increased the usability of the website. Stena Line appreciated the communicated quick wins and eye tracking results from usability.de. Working closely with Stena Line, usability.de was able to unlock and manifest the great potential of the Stena Line website.

Clearly structured booking processes on the new Stena Line website
Clearly structured booking processes on the new Stena Line website

The client about the project

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