At a glance
MyBoat's redesign aimed to improve usability, engagement, and customer satisfaction.
Key challenges included outdated technology, poor mobile optimization, and unclear navigation.
Focused on user-first solutions: simplified navigation, modern interface, and improved mobile access.
The new platform sets a higher standard for usability and design, fostering trust, growth, and future opportunities.
Lost in a sea of frustrations
MyBoat faced outdated technology, usability issues, and a clunky interface, frustrating users and hindering marketing, automation, and partnerships. Disconnects with GJW Direct’s main site and an ineffective landing page eroded trust.
To address these, a redesign was launched, informed by stakeholder interviews, user surveys, competitor benchmarking, and heatmap analysis to identify pain points and prioritize key features.
Redefining the experience
The research led to a blueprint for MyBoat’s redesign, featuring streamlined navigation, improved functionality, and a reimagined landing page with user reviews, video content, and key benefits. The design prioritized an intuitive dashboard, simplified data input, and interactive elements like sortable tables and graphs for a seamless, modern experience.
Sailing into simplicity
The user interface was transformed based on research insights, aligning with MyBoat’s vision for intuitive usability. A modern design system enhanced clarity and functionality, while a streamlined navigation menu provided easy access to key features like vessel management, policy updates, and discounts, ensuring a user-centered experience without sacrificing functionality.
A new standard for MyBoat
The redesigned MyBoat sets a new standard in usability and visual appeal, enhancing user experience and fostering trust. The dynamic new landing page drives conversions and positions GJW Direct for growth, enabling new business opportunities and partnerships.
This project highlights the impact of strategic design and research, transforming MyBoat into a key asset for future success.
“A calm, professional, innovative and can-do mindset that has always gone that extra mile.”
Lev Osman, Chief Executive Officer at GJW Direct
Services
UX Research
Competitor analysis
Stakeholder interviews
Research synthesis
Sitemap and information architecture
Wireframes
Website Design
Creative direction
UI design
Website design
