Led end-to-end transformation of a service-based marine business, improving customer acquisition, trust, and operational workflows across sales, service, and consignment.
THE PROBLEM
Aboat Time Marine operated primarily through word-of-mouth and manual processes, creating friction across both customer and internal experiences.
Key challenges included:
• Limited digital presence and unclear customer journey
• Fragmented experience across sales, service, and inventory
• Lack of structured systems for communication and scheduling
• Difficulty scaling beyond local reach
REFRAMING THE PROBLEM
The challenge wasn’t just improving a website—it was creating a cohesive system across the entire business.
I reframed the work from:
“Build a better website”
to:
“Design a system that supports discovery, trust, and conversion”
MY ROLE
As Product Design Lead, I:
• Led end-to-end experience strategy across digital and physical touchpoints
• Defined customer journeys across sales, service, and consignment
• Designed and launched a new website and digital presence
• Introduced systems for inventory, communication, and scheduling
• Partnered directly with the business owner to align design with growth goals
DESIGNING THE EXPERIENCE
Discovery & Acquisition
• Structured inventory visibility (boats, RVs, SxS)
• Created a clear digital entry point for customers
• Improved clarity around services and offerings
Trust & Decision-Making
• Highlighted expertise and transparency
• Simplified complex purchasing and service information
• Reduced friction for first-time buyers
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OPERATIONS & WORKFLOW
Introduced systems for:
• Customer inquiries
• Appointment scheduling
• Inventory organization
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EXECUTION
• Designed and launched a new website experience
• Developed brand direction across digital and physical touchpoints
• Created marketing materials and assets to support growth
• Iterated based on real customer behavior and feedback
IMPACT
• Increased visibility of inventory and services
• Improved customer engagement and inquiry flow
• Created a more structured and trustworthy buying experience
• Reduced friction across discovery → inquiry → purchase
• Enabled growth beyond word-of-mouth acquisition
REFLECTION
This project reinforced that:
• Small businesses often have complex system challenges hidden behind simple problems
• Strong design connects business operations with user experience
• Real-world impact requires balancing speed, constraints, and practicality