01 · Solution
Pricing Transparency
Users can see estimated pricing without completing lengthy forms — removing the biggest source of friction in early consideration.
Impact — Trust and confidence increased before configuration begins.
Case Study · 2020 · Marine Recreation
Lowe Boats
A brand under Brunswick Corporation, wanted to modernize its digital experience and increase conversions by redesigning its responsive website and Boat Builder experience.
Marine RecreationB2C E-commerceResponsive
- Role
- UX / UI Designer
- Duration
- 6 Months
- Team
- 3 Members
- Tools
- Adobe XD · GA
- Company
- Lowe Boats
- Parent
- Brunswick Corp.
25.7% → 37.7%
Returning Visitors
↑ 10–20%
Conversion
↓ 15–25%
Builder Drop-off
↑ 15–20%
Mobile Engagement
01 · The Challenge
51K people started.
Only 1.5K completed
Build Your Boat.
The existing experience created friction throughout the purchase journey. Pricing appeared too late, customization felt overwhelming, and mobile interactions were difficult despite nearly 60% of traffic coming from mobile.
51,000
Sessions started
~60%
Mobile traffic
25.7%
Returning visitors
1,500
Builds completed
Pain points uncovered
01
Hidden pricing
02
Too many configuration steps
03
Confusing terminology
04
Limited visuals
05
Poor mobile experience
06
Unclear dealer interactions
02 · Research & Insights
Understanding how people buy boats.
Purchasing a boat is a high-consideration decision involving research, budgeting, customization, and dealer interaction.
Primary Users
Adults 18–65 across the United States who enjoy fishing, hunting, camping, and outdoor recreation.
Secondary Users
Boat dealers who guide and configure boats with customers in-store and remotely.
25.7%
of visitors returned
1.5K
completed Build Your Boat
50–90%
of buyers use financing
Guided Selling
was not appropriate
“I want to know if I can afford this boat before spending time customizing it.”
03 · Opportunities & Solutions
Reduce uncertainty. Increase confidence.
02 · Solution
Simplified Boat Builder
Reduced unnecessary steps and grouped related options into clear, sequential decisions.
Impact — Lower cognitive load and a measurable drop in abandonment.
03 · Solution
Visual Decision Support
Added rich product photography, comparison galleries, and short videos at every key decision point.
Impact — Faster, more confident choices throughout the journey.
04 · Solution
Responsive Experience
Designed seamless, touch-first experiences across desktop, tablet, and mobile — built for almost 60% of traffic on phones.
Impact — Improved usability and stronger mobile engagement.
04 · The Final Experience
A seamless path from exploration to ownership.
Every interaction was designed to reduce cognitive load and help users make confident purchasing decisions.
- 01
Discover Boats
Step 1 of 8
- 02
Explore Models
Step 2 of 8
- 03
Guided Selling
Step 3 of 8
- 04
Build Your Boat
Step 4 of 8
- 05
View Pricing
Step 5 of 8
- 06
Connect with Dealer
Step 6 of 8
- 07
Purchase
Step 7 of 8
- 08
Owners Club
Step 8 of 8
Design principles
Aesthetic & Minimal DesignMatch Between System & Real WorldConsistency & StandardsFlexibility & EfficiencyWCAG 2.0 & 2.1 Accessibility
05 · Business Impact & Reflection
Designing confidence creates conversion.
Returning Visitors
25.7% → 37.7%
Conversion Rate
↑ 10–20%
Builder Drop-off
↓ 15–25%
Time-to-Task
↓ 20–30%
Dealer Leads
↑ 10–15%
Mobile Engagement
↑ 15–20%
Lessons learned
High-consideration purchases succeed when users feel confident before commitment. By surfacing pricing early, simplifying customization, and strengthening visual guidance, we transformed boat shopping from a confusing process into a confident purchase journey.
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