Bayliner Digital Experiences
Company: Brunswick
Bayliner
Bayliner is a well-known manufacturer of recreational boats, known for producing affordable and family-friendly boats. Bayliner boats are a popular choice for families and recreational boaters. They offer a good balance of affordability, features, and performance.
User Experience Design
Business and Experience Goals
The Bayliner team repositioned the Bayliner Brand and portfolio of leisure craft to align with ever changing user needs and perception for leisure boating. Our product design triad team was tasked with representing this new brand vision online with a tokeninzed design system for rapid authoring without compromise of design intent.
Discover - Consumer Insights Gathering
Several studies we conducted to identify the Bayliner Brands customer base's purchase intent and product groupings. Our UX research team had to establish if the Bayliner Boaters researched by activity, class or boat type and create an experience to accommodate the most successful user journey.
Design and Deploy - Design System & Brand Alignment
At Brunswick our UX team created a new multi brand design system to accomodate the evolution of the brand values.
To enable scale and design consistency, we designed a new, manageable, comprehensive, performant, and brand-agnostic design system allowing for cross brand and channel experiences.
Capitalizing on Figma Token Variables, we designed a one to one relationship with our AEM authoring environment. Our design tokens included
- Color Variables
- Numeric Variables
- String Variables
- Boolean Variables
- Typography Variables (strings)
- Modes (Brands)
Design and Deploy - Design Sprints
Design sprints are a time-efficient, structured approach to problem-solving and innovation. Over the course of 2 weeks sprints, cross-functional teams collaborate to define a challenge, ideate solutions, and test validated concepts with real users. This rapid process helps teams reduce risk, gain valuable insights, and make informed decisions, ultimately leading to faster product development and improved outcomes.
2-week design sprints offer a powerful approach to accelerate innovation and reduce risk. By compressing the traditional 5-day sprint into a more focused timeframe, teams can quickly validate ideas, gather user feedback, and iterate on solutions. This condensed format allows for rapid prototyping and testing, enabling teams to make data-driven decisions and prioritize development efforts. Additionally, 2-week sprints can help maintain momentum and alignment within the team, ensuring that projects stay on track and deliver results efficiently.
Expanded Portfolio (password required)
The samples above reflect recent projects. Please reach out for a password to view my full portfolio
Scuba Dive Videos
I pretty much live in the water. As a Marine Mammal and Shark diver at the Shedd Aquarium, I am lucky enough to be on the dive team for aquarium conservation. As a certified Dive Master and Tec. Diver I spend my time exploring the majestic shipwrecks of The Great Lakes. Please see some video footage of these haunting wrecks.