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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Product Discoverability

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Driving High Quality Foot Traffic

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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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