Boat International


Yatchs for Sale and Charter – 2016


Creating the best experience for customers to explore and enquire

The aim of this project was to create more revenue for the business by increasing conversion and click-through rates, and to improve user experience so that potential customers find their dream yacht (and therefore develop stronger affinity and trust towards the brand). Two different landing pages had to be rendered, one which provided the gateway for the users interested in yachts for charter, and other where they were interested in yachts for sale.

  • Creating a quality experience for the user where they can look at many different types of yachts they are interested in for sale, whilst also keeping an upmarket feel.
  • Creating completing new UI components that didn’t exist in the site before. A lot of concepts and reviews were needed to tweak and adjust this and they had to be built to last
  • There was a constant balancing act of trying to push the user to look and click at yacht articles and yachts, but also trying to keep the aesthetic quality of the site
My role and deliverables

I was the only designer in the company and was incharge of the production of design of the whole process. I looked at the analytics and data and created wireframes (in Axure Pro) and then translated this to high fidelity visuals for the developer.

Design involvement in the project process

UX and Service Design

  • Reviewing  analytics results
  • Wireframing

Visual Design

  • UI design


  • Design reviews with developers

User experience design

I was responsible for taking the requirements and translating them into interfaces that will bring in better click-through rates, search results and also display more relevant content from different cross sections of the site. I took the requirements and conducted secondary user research and study of competitor sites to see which sites and features improve user retention and successfully completed these requirements (if any). Research about our core user base and personas were used to determine the ideal scenarios and user flows for Yachts for Charter page and Yachts for Sale landing page.

Designs were wireframed, iterated and A/B tested to create an engaging media site where you can read yacht and lifestyle articles but also enquire about yachts.

Below you see wireframes to translate research into user interfaces into core layouts and navigational elements.

Wireframes made for mobile elements of the site.

Visual design

I was responsible for coming up with a fresh interface for the page. I created the iconography and individual elements, using previous brand icons as a style guide – translating much of the print branding to online, to create a stronger online and offline joint brand presence.

I had to work closely with the developer to make sure the interface was rendered exactly as was imagined. The live pages for Yachts for Sale page can be seen here, and Yachts for Charter page can be seen here.

On the right you can see the UI for the mobile multi-search functionality.

drop down ui YFS YFC 1
drop down ui YFS YFC 2

Project Outcomes

These designs are still used on the website today (2019), thus proving successful in conversion and click-through rates for yacht enquiries.