Boston Whaler boat builder
Company: Brunswick
Boston Whaler Boats
Boston Whaler is a US based Marine company known for strength and safety in the marine market. Boston Whaler manufactures a wide range of fishing, cruising and console boats from recreational to commercial including household model names such as Conquest, Ream and Vantage.
User Experience Design
Business and Experience Goals
Create a best in class boat builder tool to increase lead conversions to our dealer networks. Elevate the user experience with advanced product visualization and dynamic pricing
Discover - Consumer Insights Gathering
A deep investigation into the Boston Whaler consumer base was conducted with a wide array of activities to understand the users sentiment and intent to embrace Boston Whaler as their trusted brand of choice. We worked with third party vendors to conduct a wide comprehensive study of outdoor recreational enthusiasts and future buying trends. We studied behavior across the following
- Corporate website
- Dealer website
- Brand websites
- Ratings and reviews
- Social media activity
- Online forums
- Industry influencers
- Boat shows
Design and Deploy - Design System & Brand Alignment
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.