Case Study

Designing a Delightful Buyflow from Screen to Sea

I transformed a complex mobile buyflow for a yacht charter platform into a seamless, human-centered experience that drove business growth and delighted users.

Growth

Enjoyment

Key Activities

Actionable Analytics and Usability Findings

User Flow Diagrams

High-Fidelity User Interface (UI) Design

Duration

6 months

Role

UX and CX Consultant

Challenge & Vision

Booking a yacht charter should feel effortless, but GetaWave's complicated mobile buyflow was sinking user conversions. I led a data-informed redesign to simplify the booking journey. My UX contributions turned a critical business challenge into a strategic opportunity for both user enjoyment and revenue growth.

Challenge & Vision

Booking a yacht charter should feel effortless, but GetaWave's complicated mobile buyflow was sinking user conversions. I led a data-informed redesign to simplify the booking journey. My UX contributions turned a critical business challenge into a strategic opportunity for both user enjoyment and revenue growth.

Challenge & Vision

Booking a yacht charter should feel effortless, but GetaWave's complicated mobile buyflow was sinking user conversions. I led a data-informed redesign to simplify the booking journey. My UX contributions turned a critical business challenge into a strategic opportunity for both user enjoyment and revenue growth.

Problem

GetaWave, a yacht charter platform, was struggling with a complex and outdated mobile buyflow. This process caused high abandonment rates and lost revenue due to user frustration. The primary challenge was to help users convert more quickly and easily without compromising the security and legal requirements of a yacht charter, which were essential for Getawave stakeholders and customers alike.

Goal and Objectives

My goal was to create a more intuitive and enjoyable experience for users to simplify the charter request and booking processes. This approach was key to lowering the level of effort for mobile conversion while fulfilling all business and legal requirements. To achieve this, I focused on three key objectives:

Reduce the cognitive load on users to decrease abandonment risk

Streamline data collection to remove barriers between people and their charters

Create a more delightful interface to increase engagement

Role and Contributions

I was the sole UX and customer experience (CX) expert responsible for the end-to-end mobile buyflow redesign. Working with limited resources, I conducted data analysis to identify key pain points and designed a new buyflow that met business and technical requirements. My contributions ensured every screen was designed to support an efficient and enjoyable user experience.

Process & Approach

My process is how I turn a business challenge into a strategic solution. This structured approach, adapted for the GetaWave project, shows how I prioritize human needs and deliver a final product with meaningful impact.

Discover

Ideate

Validate

Deliver

Discover

Ideate

Validate

Deliver

1

Discover

2

3

4

Discover

Understanding the Problem

My first step was to get a clear picture of what was holding GetaWave back. I dove into the existing mobile user analytics to pinpoint where conversions were failing. Data revealed that the booking process was too complex, forms were overwhelming users, and a confusing visual hierarchy was causing frustration and accidental actions.

Key Learnings

Fixing key CX issues is a necessary step to increasing conversions

Too many form fields are cumbersome for users and create a high abandonment risk for potential leads

Customers with low buying intent are hesitant to start high-effort conversion processes

Discover

Understanding the Problem

My first step was to get a clear picture of what was holding GetaWave back. I dove into the existing mobile user analytics to pinpoint where conversions were failing. Data revealed that the booking process was too complex, forms were overwhelming users, and a confusing visual hierarchy was causing frustration and accidental actions.

Key Learnings

Fixing key CX issues is a necessary step to increasing conversions

Too many form fields are cumbersome for users and create a high abandonment risk for potential leads

Customers with low buying intent are hesitant to start high-effort conversion processes

Discover

Understanding the Problem

My first step was to get a clear picture of what was holding GetaWave back. I dove into the existing mobile user analytics to pinpoint where conversions were failing. Data revealed that the booking process was too complex, forms were overwhelming users, and a confusing visual hierarchy was causing frustration and accidental actions.

Key Learnings

Fixing key CX issues is a necessary step to increasing conversions

Too many form fields are cumbersome for users and create a high abandonment risk for potential leads

Customers with low buying intent are hesitant to start high-effort conversion processes

Ideate

Building the Solution

I used my key findings to design a conversion experience that was both intuitive and delightful. My low-fidelity Figma wireframes shifted the effort from the beginning of the process to the end, using new overlays and a descriptive progress bar to simplify the user journey. I designed a smooth buyflow diagram with system logic that prioritized required fields and collected missing information with a focus on minimally intrusive interactions.

Key Learnings

Diagrams help visualize complexity and expedite stakeholder alignment on the ideal user experience

Suppressing branding and creative styles make wireframe reviews more efficient and help teams focus on the core user experience

Strategic prioritization of form fields can help users convert without disrupting underlying business requirements

Ideate

Building the Solution

I used my key findings to design a conversion experience that was both intuitive and delightful. My low-fidelity Figma wireframes shifted the effort from the beginning of the process to the end, using new overlays and a descriptive progress bar to simplify the user journey. I designed a smooth buyflow diagram with system logic that prioritized required fields and collected missing information with a focus on minimally intrusive interactions.

Key Learnings

Diagrams help visualize complexity and expedite stakeholder alignment on the ideal user experience

Suppressing branding and creative styles make wireframe reviews more efficient and help teams focus on the core user experience

Strategic prioritization of form fields can help users convert without disrupting underlying business requirements

Ideate

Building the Solution

I used my key findings to design a conversion experience that was both intuitive and delightful. My low-fidelity Figma wireframes shifted the effort from the beginning of the process to the end, using new overlays and a descriptive progress bar to simplify the user journey. I designed a smooth buyflow diagram with system logic that prioritized required fields and collected missing information with a focus on minimally intrusive interactions.

Key Learnings

Diagrams help visualize complexity and expedite stakeholder alignment on the ideal user experience

Suppressing branding and creative styles make wireframe reviews more efficient and help teams focus on the core user experience

Strategic prioritization of form fields can help users convert without disrupting underlying business requirements

Validate

Refining the Experience

The lack of resources for user testing didn't stop me from making sure the solution was solid. I leaned on continuous site analytics and stakeholder feedback to inform my iterative design process. This collaborative approach allowed us to identify business priorities and define a strategic buyflow that satisfied both user and business needs.

Key Learnings

Site analytics can be a valuable UX tool for learning customer preferences when facing time and budget constraints

Iterating on wireframes before advancing into visual design allows me to work efficiently and adapt to changing project requirements

Working closely with stakeholders ensures the final designs support business goals

Validate

Refining the Experience

The lack of resources for user testing didn't stop me from making sure the solution was solid. I leaned on continuous site analytics and stakeholder feedback to inform my iterative design process. This collaborative approach allowed us to identify business priorities and define a strategic buyflow that satisfied both user and business needs.

Key Learnings

Site analytics can be a valuable UX tool for learning customer preferences when facing time and budget constraints

Iterating on wireframes before advancing into visual design allows me to work efficiently and adapt to changing project requirements

Working closely with stakeholders ensures the final designs support business goals

Validate

Refining the Experience

The lack of resources for user testing didn't stop me from making sure the solution was solid. I leaned on continuous site analytics and stakeholder feedback to inform my iterative design process. This collaborative approach allowed us to identify business priorities and define a strategic buyflow that satisfied both user and business needs.

Key Learnings

Site analytics can be a valuable UX tool for learning customer preferences when facing time and budget constraints

Iterating on wireframes before advancing into visual design allows me to work efficiently and adapt to changing project requirements

Working closely with stakeholders ensures the final designs support business goals

Deliver

Proving the Impact

The final deliverable was a set of high-fidelity mobile designs that made intuitive changes to the buyflow's organization, hierarchy, and content. I reduced the number of forms from six to three to simplify the user experience without sacrificing lead quality or legal requirements. My work proves the value of a data-driven, human-centered approach by directly contributing to tangible outcomes and metrics.

Key Learnings

An efficient, enjoyable process can turn a frustrating user journey into a delightful experience that keeps people on the path to conversion

Defining technical requirements with a strategic vision and human-centered approach creates a more effortless user experience that supports business goals

A human-centered buyflow can lead to more engaged mobile users and an increase in qualified leads

Deliver

Proving the Impact

The final deliverable was a set of high-fidelity mobile designs that made intuitive changes to the buyflow's organization, hierarchy, and content. I reduced the number of forms from six to three to simplify the user experience without sacrificing lead quality or legal requirements. My work proves the value of a data-driven, human-centered approach by directly contributing to tangible outcomes and metrics.

Key Learnings

An efficient, enjoyable process can turn a frustrating user journey into a delightful experience that keeps people on the path to conversion

Defining technical requirements with a strategic vision and human-centered approach creates a more effortless user experience that supports business goals

A human-centered buyflow can lead to more engaged mobile users and an increase in qualified leads

Deliver

Proving the Impact

The final deliverable was a set of high-fidelity mobile designs that made intuitive changes to the buyflow's organization, hierarchy, and content. I reduced the number of forms from six to three to simplify the user experience without sacrificing lead quality or legal requirements. My work proves the value of a data-driven, human-centered approach by directly contributing to tangible outcomes and metrics.

Key Learnings

An efficient, enjoyable process can turn a frustrating user journey into a delightful experience that keeps people on the path to conversion

Defining technical requirements with a strategic vision and human-centered approach creates a more effortless user experience that supports business goals

A human-centered buyflow can lead to more engaged mobile users and an increase in qualified leads

Measurable Outcomes

The real success of this project isn't only about the number of mobile conversions, it's about the effortless experience that enables them. By making the buyflow simpler to understand and more pleasant to interact with, I made the GetaWave platform more effective at engaging its mobile customer base. The following metrics show that when you design for human enjoyment, you also drive business growth.

  1. 50%

    of forms removed from the buyflow without sacrificing lead quality

  2. 22%

    increase in mobile traffic to buyflow pages page after launch, contributing to a 5% increase in leads captured

  3. 8 second

    increase in average mobile session length after launch, demonstrating that the new buyflow was more engaging and valuable

Measurable Outcomes

The real success of this project isn't only about the number of mobile conversions, it's about the effortless experience that enables them. By making the buyflow simpler to understand and more pleasant to interact with, I made the GetaWave platform more effective at engaging its mobile customer base. The following metrics show that when you design for human enjoyment, you also drive business growth.

  1. 50%

    of forms removed from the buyflow without sacrificing lead quality

  2. 22%

    increase in mobile traffic to buyflow pages page after launch, contributing to a 5% increase in leads captured

  3. 8 second

    increase in average mobile session length after launch, demonstrating that the new buyflow was more engaging and valuable

Measurable Outcomes

The real success of this project isn't only about the number of mobile conversions, it's about the effortless experience that enables them. By making the buyflow simpler to understand and more pleasant to interact with, I made the GetaWave platform more effective at engaging its mobile customer base. The following metrics show that when you design for human enjoyment, you also drive business growth.

  1. 50%

    of forms removed from the buyflow without sacrificing lead quality

  2. 22%

    increase in mobile traffic to buyflow pages page after launch, contributing to a 5% increase in leads captured

  3. 8 second

    increase in average mobile session length after launch, demonstrating that the new buyflow was more engaging and valuable

Human Impact

While the numbers tell a powerful story, nothing captures the success of a project like a real person's experience.

Quote Statement

Quote Author

Quote Role

Human Impact

While the numbers tell a powerful story, nothing captures the success of a project like a real person's experience.

Quote Statement

Quote Author

Quote Role

Human Impact

While the numbers tell a powerful story, nothing captures the success of a project like a real person's experience.

Quote Statement

Quote Author

Quote Role

Personal Reflection

The GetaWave project reinforced my belief that a human-centered approach is always the right path regardless of the constraints. I learned that even without a budget for user testing, a resourceful approach to analytics and stakeholder collaboration can create

Personal Reflection

The GetaWave project reinforced my belief that a human-centered approach is always the right path regardless of the constraints. I learned that even without a budget for user testing, a resourceful approach to analytics and stakeholder collaboration can create

Personal Reflection

The GetaWave project reinforced my belief that a human-centered approach is always the right path regardless of the constraints. I learned that even without a budget for user testing, a resourceful approach to analytics and stakeholder collaboration can create

Future Considerations

I ended the project by delivering strategically phased action items that build on the successful redesign by further refining the GetaWave conversion experience:

A digital version of the charter agreement PDF to make the fine print easier to understand and use, especially on mobile devices

A new comparison tool to support purchasing decisions, boosting lead quality and decreasing abandonment rate during the charter request process

Facebook or Google integration to further simplify the charter request process from a single form to a single click

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Discover More Insights

Learn how my principles translate into real, impactful solutions through these curated case studies and articles.

Explore all my work

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Card 1 Impact B

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Discover More Insights

Learn how my principles translate into real, impactful solutions through these curated case studies and articles.

Explore all my work

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Card 1 Impact B

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