UBER BOAT BY THAMES CLIPPER
Enhancing the Uber Boat by Thames Clippers experience to drive ticket sales and customer engagement.
Web & App Design
UX/ UI
User Testing
Oct 2024
The Challenge
Transporting 4 million passengers annually, both tourists and commuters rely on Uber Boats for scenic, hassle-free journeys around London. It lacked a user-friendly way of buying tickets on the go, and they noticed low numbers of sales for their hop-on-hop-off style tickets.
The Solution
We partnered with Uber Boat to launch a ‘River Guide’ highlighting attractions within walking distance of each pier. Building on it’s success, we built an app that brings journey planning, real-time schedules, live boat tracking, ticketing, and payments into one seamless experience.
The Process
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The team wanted to ensure we created a way of having effective conversations with the client and developers, without getting stuck into details or distracting from the decisions required early-on.
In order to achieve this, I sketched wireframes to mock-up the interface and user journeys. We could easily annotate, build on and re-sketch areas live during our discussion, which built a safe space for inviting ideas and honest feedback.
The App sketches were built in high-fidelity, developed and launched. Customers can now track their boat, plan a trip and book and manage their tickets.
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User testing with 15 participants revealed key behavioural and usability insights that directly informed the designs.
Alongside a survey, an interactive prototype was evaluated through unmoderated, task-based testing, highlighting opportunities to improve navigation, layout, and overall interaction.
The findings provided clear, evidence-based recommendations to strengthen the MVP and guide future phases of development.
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The App sketches were built in high-fidelity, developed and launched. Customers can now track their boat, plan a trip and book and manage their tickets.
The designs were refined and aligned to brand guidelines, delivering a consistent and intuitive UI designs ready for development. This shaped a key step in transforming river travel in London.
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![River Guide Map interface]()
River Guide Design
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![Screens of Mobile River Guide Designs interactions]()
Mobile River Guide Designs
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![Uber Boat mobile app interfaces]()
Mobile App
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![Close up of map interactions on the interface]()
Map interaction
The Result
The app delivers a connected, real-time experience, and marks a step forward for digital river transport. The sales of tickets have increased, including the hop-on-hop-off tickets, which was a key goal for the project. The app has been shortlisted the UK Digital Excellence Awards for the 'Standout UX' and 'Standout App' categories.
53%
Increase in ticket sales within 1 year
