Bahamas Maritime Authority
Best in class interactive user experience Digital Services
The organisation is responsible for registering vessels in the Bahamas and enforcing safety standards on Bahamian-registered craft. To coincide with its 25th anniversary, BMA identified a need for a refreshed visual identity and digital presence. A key priority for BMA was for a new website to reflect its overarching brand refresh and communications strategy. The website was also to be restructured to offer information easily, based on the service offerings, as well as supporting expansion into new market sectors, working with the core teams who manage each area.
Our strategy for the website UX (user experience) focused on the audiences, understanding their requirements and uncovering how we would meet their needs. We wanted to drive high levels of engagement and to do that, we needed to have the right information, structured effectively, with information from each market sector presented clearly – supporting users with unique interests throughout their journeys.
Built on the open-source Wordpress CMS, core features of the new site included a new interactive vessel registration fee calculator built within the CMS, with streamlined management processes for ongoing updates. Highlighting the organisation’s international presence, a new interactive global map was developed to offer quick access to key contacts around the world, including critical information on inspectors. In addition, a Bahamas Authorised Service Providers area was redeveloped for users to quickly and easily source contact details, depending on desired location, from over 280 providers worldwide, with the ability to download via PDF for offline viewing.
Applying the new branding and bespoke design, we delivered a clean and modern site that sets a new bar for the industry, offering new functionality and improved user journeys, with greater emphasis on signposting to key areas of the site.
For ease of ongoing management, we implemented tagging across all content, allowing editors to maintain the broad range of documents that are housed across the site, and all in a single location, as well as offering filtering and search opportunities for users to access all required information in one place. Furthermore, we provided content analysis and SEO training to help BMA maintain and monitor site performance in the future.
The new website establishes a clear roadmap for the Bahamas’ digital ambitions, providing a critical source of information that is reflective of its position and authority, and provides the improved functionality that BMA needs both now and in the future.