Benford Yacht Designs

(soon to set sail)

Set Sail for a refresh…

This is the ultimate before and after website redesign for an award winning yacht designer.

This website is to continue a legacy of elegantly practical boat designs for future generations, for kin and seafarers alike!

The Original Website:

Home Page – BEFORE

Home page could be more clearly indicated, with a considerate navigation flow for the viewer to interact with.

Users had to constantly scroll up and down through a lengthy product list that was difficult to read and then transpose the materials and reference keys at the very bottom of the page.

Most users don’t want to dive so deeply through such a long list of quotes. There were some real gems from experts that would convey the designer’s expertise and recognition.

Discovery

I interviewed the designer about some of his previous clients.

I researched some of the publications where his boats have been featured in articles and where he advertises.

I interviewed some patrons at our local boat dock (on the Chesapeake Bay) to learn more about where they looked to acquire their boats.

Client Base

Young couple taking a year-long honeymoon on a budget
Retiring professionals such as professors, lawyers, and surgeons
Owners of department stores and rockstars
Readers of Wooden Boat Magazine
Readers of Passage Makers magazine

Action steps for a better user experience…

Reorganize the information
Make navigation clear and precise
Refresh the price list and order form so customers will feel confident in their purchase
Reveal testimonies and social proof throughout the site. People won’t likely read a long list of testimonials on a single page.