Client:
Yamaha Watercraft Group

135% More Visitors, One Immersive Watercraft Experience

Redesigned YamahaBoats.com and YamahaWaveRunners.com to inspire action through lifestyle-led UX, interactive tools, and seamless design—driving up to 135% YOY traffic growth.

135% More Visitors, One Immersive Watercraft Experience

The Ask

As part of Yamaha's digital transformation strategy to promote a lifestyle, rather than just a product, the company asked us to redesign its websites for YamahaBoats.com and YamahaWaveRunners.com. Additionally, two integrated mobile applications have been developed to enhance the overall customer experience.

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Discovery Phase‍

To kick off the project, I conducted a thorough review of top screen resolutions, traffic analytics, buyer/user demographics, and device overlap to inform my goals and measurement plan. In order to ensure that the design decisions delivered a meaningful and measurable experience, I made sure that they aligned with the established objectives. This enabled us to design a website that not only looked great but also achieved the desired outcomes.

User Personas and Customer Journey Maps‍

I began an intensive discovery phase aimed at gaining a deep understanding of the business goals and defining success metrics. We developed user personas and customer journey maps to better understand the current state of users and identify pain points, as well as potential opportunities. This helped us to empathize with users and to gain insights that guided the project forward.

The Final Product

‍To provide the best possible experience for our defined user personas and their journeys, we focused on optimizing category landing pages, developing a shopping tool that allowed for easy model comparison across series, and introducing a customizable "build and price" feature. By honing in on these specific areas, we were able to create a user-friendly and personalized experience that met the needs of our target audience.

  • Creating a striking design with a superior user experience (UX) that imitates an e-commerce platform.
  • Utilizing streaming videos, animations, and photographs to enable users to visualize themselves on the water.
  • Implementing smooth integrations to optimize customer data, personalization, marketing, and interaction.
  • Simplifying content to facilitate easy comparison between different models in a series.
  • Offering downloadable specifications and a "Share" function that enables users to email product pages to friends and family.
  • Utilizing lead generation tools and a personalized dealer locator to increase dealership traffic and sales.

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Comprehensive and Flexible Design System
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This enabled us to quickly respond to new feature requests and ensured that our design, engineering, and content teams remain aligned throughout the development process. This system will helped to be more efficient and effective in our work.

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Product Discoverability

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We created an e-commerce shopping experience that allows users to filter, sort, and compare models by series, color, and technology features, even though purchases must be made through authorized dealers. This user-friendly layout makes it easy for consumers to research and identify the products that best meet their needs and preferences.

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Driving High Quality Foot Traffic

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‍Users customize their WaveRunner or boat (models, colors, and accessories) using a highly interactive Build and Price tool, while receiving dynamic real-time pricing and personalized special offers and incentives to create excitement and urgency.

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Results

YamahaWaveRunners.com experienced a 100% year-over-year increase in website traffic from users, while YamahaBoats.com saw a 135% year-over-year increase in website traffic from users.

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