Freedom Boat Club

Freedom Boat Club is the first boating club. Their messaging and signups were suffering from the old design. I worked with the CEO, CMO, and marketing team to review messaging, targeting, and approach to increase conversions for local boat clubs. 

Issues:

1. Confused user messaging
2. Completely missing a key demographic
3. un-responsive design
4. inconsistent design usage
5. Confusing pricing messaging

UX Process:

1. User Research
   • Design workshop
   • Card sorting
2. User Story creation
   • User direction for sales funnel
3. Journey maps
   • Current flow vs. New flow
4. Wireframes 
   • Low fidelity mockups for template pages 
5. Adobe XD Prototypes
   • Hi-fidelity pixel-perfect designs of page templates to pass to development.

Success Criteria

1. The design brings in more of the demographics targeted
2. Design is mobile-first
3. The design system is robust and works throughout the other companies
4. Messaging is consistent and tests well