My initial findings were that type in certain area’s wasn't a high enough type weight to be accessible (1.2) and that the homepage wasn’t accessible for all users(1.1). Shortly after I attempted to book a bus for the present day and noticed friction when attempting to purchase a single adult ticket online for my present day travel (1.3). I proceeded to attempt to purchase what I thought was a day ticket but is labelled day link, which then it specified it would take 5 working days to receive (1.4). Several issues appeared from this issue that were not as major. The 4 initial problems I came across occurred within the first 5 minutes of me being on the website as a ‘new user’ and they’re also the major issues that need immediate attention as they have the largest impact compared to all other issues I’ve found. If users cannot purchase present day tickets, there should be signage/ content somewhere nearby to explain it’s not an option via the website service. I later discovered present day ticket purchasing is only available on the bus with cash (most city buses take card) or via Translink mobile app…where is this information on the website for users? The website almost doesn’t serve its purpose. On a positive note, Translink have strong branding that fits the aesthetic and is minimalist which is consistent throughout. Great use of whitespace so that content is digestible and not overwhelming for the user. Despite crucial information not being present, there is clear hierarchy and visibility of most features and content. Website is responsive and consistent. Major issues that have occurred must be improved with immediate effect as this lets down the great amount of content that is already available to users.
My initial findings highlighted several accessibility and usability issues that are likely to disrupt the user journey and reduce overall task success. The chosen brand colours and typeface fail to meet WCAG contrast criteria, which immediately impacts readability and accessibility. Key interactive elements—such as small social media icons and a non-responsive basket icon—introduce friction where users expect smooth navigation. Ticket-purchasing pathways also revealed notable gaps: limited information, unclear terminology, and the ability to purchase a ticket for same-day travel despite a five-day postal delivery window create unnecessary confusion. While the pricing layout for travel cards is visually clear, it lacks essential explanations that distinguish card types and eligibility requirements, forcing users to seek information elsewhere. The chatbot shows some usefulness when prompted with precise queries but generally provides vague and unclear guidance.
Despite these issues, the website demonstrates strong structural foundations and a clear intention to support users throughout their journey. With improved navigation cues—such as effective disclosure indicators—alongside more comprehensive, straightforward information and clearer step-by-step guidance, the platform has the potential to deliver a far more intuitive and satisfying experience. Overall, the early audit reveals several friction points that must be addressed to enhance user flow, usability, and overall confidence in the service.