Waterways Ireland partnered with All human on its Digital Transformation Project to not only enhance customer experience but also to boost engagement and improve overall performance. The remit was to deliver a new waterwaysireland.org that consolidated multiple domains into one, simplified user interactions for multiple user types while delivering an engaging experience.
waterwaysireland.org- National Digital Awards - National Website of the Year
- Large Business Website of the Year
- UK Digital Excellence Awards - Stand Out Public Sector Website of the Year
- Lovies - Winner Website & Mobile Sites
Page views
660%
Average user engagement time
640%
Form completions
28050
Waterways Ireland is responsible for the restoration, promotion and development of 1,100 km of inland waterways, 600 km of greenways and blueways, and multiple heritage assets. Its audience ranges from the general public and holidaymakers to expert boaters. It was time to deliver a better user experience for this diverse audience, centralise resources, and unify the customer journey by building a new site that better aligns with visitor requirements and the organisation's growth strategies.
Drawing inspiration from the kingfisher, synonymous with fresh, clean rivers, we created a new look and feel for Waterways Ireland. Clear content segmentation and labelling ensures each audience cohort finds exactly what they need. The site must meet the needs of a diverse audience, from seasoned experts to total novices, each with distinct requirements. We segmented the content with clear labelling and navigation to ensure each cohort could find what they needed.
Customers need to complete multiple forms when applying for permits or booking dry docks in Ireland. We simplified these complex forms with clear, step-by-step directions and enhanced feedback, enabling users to make corrections easily. We also automated the permit purchase process, eliminating manual steps. In addition, people use the site to make essential bookings. We created a new calendar and date picker, prioritising accessibility and the mobile experience.
Digital accessibility was a cornerstone of the new site. We designed and developed it to meet WCAG 2.2 AA (international digital accessibility) standards. This includes features such as enhanced colour contrast, additional context through screen reader compatibility, and seamless keyboard-only navigation, making the site accessible to all users across all devices.
“The site achieved the 'visitor-first' brief, and all requirements, supplemented by demonstrable performance metrics and outstanding UX/UI framework expertly crafted, managed and launched throughout.”
We implemented React, a JavaScript library for building forms, to create a dynamic, interactive UX while maintaining seamless integration across the site.
We selected Kentico for its eCommerce, content management, and multi-site/domain management features. The user journeys were integrated with the Realex API for payment processing.
We integrated accessibility features, such as semantic HTML, ARIA attributes, keyboard navigation, text alternatives (for images and descriptive links), accessible forms, colour contrast and readable text, and responsive design.
Partnering with ISO-accredited Ekco, we provided secure, resilient, and high-availability hosting solutions. Ekco's certifications include ISO 27001, ISO 22301, ISO 9001, and Cyber Essentials.
The conversion rate optimisation (CRO) team identified behavioural patterns and suggested improvements to boost both engagement and performance. Bespoke Looker studio dashboards were created to ensure information on website performance is readily available.
Responsive design ensures an optimised experience across all device sizes, from desktop to mobile.
We designed intuitive, easy-to-access navigation and clear, consistent visuals to reduce cognitive load when digesting information.