Website Refresh
Redesigned Getmyboat’s website, collaborating with engineering, marketing, SEO, and design systems to launch a cohesive, conversion-focused experience
The Problem
The previous site suffered from inconsistent visuals, unclear messaging, weak storytelling, and misaligned branding. These issues contributed to underperforming landing pages, reduced renter trust, and a lack of cohesive brand experience across channels.
Goal
Create a conversion-focused website refresh that:
Provided clear, clean paths to bookings across devices
Boosted bookings, new sign-ups, and brand awareness
Built renter trust through stronger storytelling and consistent messaging
Increased site traffic and user engagement
Improved SEO performance by aligning content with renter search intent
My Role
I led the design, user testing, and creative strategy of the website refresh end-to-end, responsible for:
Overhauling the sitemap and clarifying the renter journey
Designing high-fidelity Figma wireframes for desktop and mobile
Collaborating with product, marketing, SEO, design systems, and engineering teams to unify messaging, visuals, and reusable components
Redesigning homepage variants, landing pages, booking flows, and full search UX to improve clarity and conversion
Process
Through an audit of the site and marketing channels, I identified inconsistent visuals, unclear messaging, weak storytelling, and misaligned branding that led to underperforming landing pages and reduced user trust.
Audit & Diagnosis
Conducted a full audit of the site and marketing channels, identifying inconsistent visuals, unclear messaging, weak storytelling, and misaligned branding.
Research & Data Analysis
Utilized Tableau and Google Analytics to analyze renter insights:
Popular boat types booked
Top locations
Group sizes
Captain vs. no-captain preference
Insights directly guided page prioritization, renter journeys, and SEO strategy.
Structural Overhaul
Rebuilt the site’s information architecture, simplifying navigation and aligning with business goals.
Redesigned site navigation for Renters and Owners, creating two distinct, streamlined experiences.
Redesigned the entire Search UX (location, group size, dates) into a 3-input model, simplifying steps and creating a flow that guided renters smoothly to bookings.
Visual Design
Created high-fidelity wireframes, prototypes and shipped Figma mocks for homepage and landing page templates.
Refined messaging, hierarchy, and trust signals to inspire renters and drive conversion.
Cross-Functional Collaboration
Partnered with marketing & SEO to align messaging with both renter intent and search performance.
Worked with design systems + engineering to ensure scalability, consistency, and a seamless rollout.
Launch & Optimization
Delivered final assets and collaborated during rollout.
Established a foundation for future improvements by:
Partnering with Design Systems to build reusable components (scalable UI patterns and modules), enabling faster design and testing of future pages.
Setting up an SEO-friendly structure with clear content templates, metadata, and keyword hierarchy to support long-term organic growth.
Results
Drove a 10% YoY lift in bookings and 11% GMV growth post-launch
Achieved a unified brand experience across web and paid channels
Introduced a data-backed storytelling arc that prioritized renter needs
Improved landing page performance with stronger UX hierarchy and CTAs
Established a foundation for ongoing performance tracking, enabling future site improvements to be guided by data
