Utilities
Energia
Make the switch: Helping Energia increase conversions by simplifying the process of changing providers
CRO, Optimisation, UX, Design
Where will you go next? Transforming the Waterways Ireland online experience so more people can enjoy all it offers.
Industry
Public Sector
Services
Business strategy, Website design, Research, CRO, Optimisation, Engineering/Dev, UX + UI Design, Digital Transformation, Customer Journey Mapping
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.
Awards
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
Results
The new site has delivered strong results across engagement, performance, and accessibility, and has been recognised at a national level.
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Page views
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Average user engagement time
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Form completions*
*increase in conversion rate
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Get in touchThe Challenge
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.
The Ah Strategy
Brand & Visual Identity
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.
Simplified Forms & Bookings
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. People use the site to make essential bookings. We created a new calendar and date picker, prioritising accessibility and the mobile experience.
Accessibility by Design
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.
A snippet of Danu, Waterways Ireland's first design system — we took inspiration from the kingfisher, a bird associated with clean rivers and streams.
We created the new calendar and date picker to be fully accessible on any device.
Content is segmented with clear labelling and navigation, ensuring all visitors can easily find what they are looking for and increasing user engagement.
Content is curated to inspire users to explore more of what Ireland has to offer.
It is now easier than ever to buy the necessities people need to enjoy the waterways of Ireland.
Why not explore Ireland's longest river?
“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.”
Tech Stack
React
We implemented React, a JavaScript library for building forms, to create a dynamic, interactive UX while maintaining seamless integration across the site.
Kentico
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.
Accessibility Features
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.
Hosting
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.
Highlights
CRO
The conversion rate optimisation (CRO) team identified behavioural patterns and suggested improvements to boost both engagement and performance. Bespoke Looker studio dashboards to ensure information on website performance is readily available.
Responsive Design
Responsive design ensures an optimised experience across all device sizes, from desktop to mobile.
Navigation
Intuitive, easy-to-access navigation and clear, consistent visuals reduces cognitive load when digesting information.
