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Case 02

25% Increase in Conversion Rate.

Boatmart B2B-B2C

Boatmart is a website where boat
dealers post boats for sale,..

...and people anywhere in
U.S. and Canada can buy boats.

..and people anywhere in U.S.
and Canada can buy boats.

Boatmart is a website where boat
dealers post boats for sale,..

...and people anywhere in
U.S. and Canada can buy boats.

..and people anywhere in U.S.
and Canada can buy boats.

Boatmart is a website where
boat dealers post boats for sale,..

Boatmart is a website where
boat dealers post boats for sale,..

..and people anywhere
in U.S. and Canada
can buy boats.

..and people anywhere in U.S.
and Canada can buy boats.

25% Increase in Conversion Rate After Introducing Improved Filter Functionality and Homepage.

Boosting Conversion Rates

Project Overview

The product manager highlighted that rising bounce rates, caused by poor user experience, were affecting revenue goals — leading to in-depth research and a complete website redesign.

Problem Statement

Users visiting Boatmart struggle with cluttered navigation, ineffective search filters, and unclear listings, making it difficult to find and purchase boats. The confusing seller contact process and delayed responses further frustrate users, leading to negative reviews, declining engagement, and lost sales.

Industry

[Trading]

My Role

Lead Designer

Platforms

Web and Mobile

Timeline

June 2023- Sep 2023

View Live Project

Process

[01] User Research

Conducted a UX audit to identify areas for improvement using a heuristic approach.

Conducted user interviews to understand the pain points, and gather insights.

Gathered insights from user interviews and conducted a competitive analysis.

[02] Insights

Users reported difficulty navigating, as no proper info to direct them.

Many users noticed missing details about boats and dealerships, especially on VDP.

Users found suggestions helpful, but the overall experience feels incomplete.

[03] Design Solution

Redesigned Boatmart with simplified navigation and powerful search filters, to make boat shopping effortless.

Streamlined seller contact with easier forms and real-time chat options.

Mobile-optimized design for a smoother experience on all devices and Improved information hierarchy on product page.

[04] Testing & Iteration

Tested mobile responsiveness to ensure a smooth experience across devices.

Addressed pain points like unclear listings and slow seller responses through multiple design rounds.

Refined wireframes and prototypes based on user insights. Ran A/B tests on key features like filters and contact forms.

UX Audit

I started with UX audit to uncover pain points impacting engagement and conversion. Leading to actionable insights

for simplifying and improving the experience.

I started with UX audit to uncover pain points impacting engagement and

conversion. Leading to actionable insights for simplifying and

improving the experience.

I started with UX audit to uncover pain

points impacting engagement and

conversion. Leading to actionable

insights for simplifying and improving

the experience.

globes aren't visible

because of the blue

background

filters are limited;

need to be more sorted

for effortless experience

globes aren't visible

because of the blue

background

filters are limited;

need to be more sorted

for effortless experience

filters are limited;

need to be more sorted

for effortless experience

user who already

subscribe shouldn't be

seeing suscription

section between

the listings.

globes aren't visible

because of the blue

background

user who already

subscribe shouldn't

be seeing suscription

section between

the listings.

user who already

subscribe shouldn't

be seeing suscription

section between

the listings.

globes aren't visible

because of the blue

background

showing just featured

listing, limiting user search

showing just featured

listing, limiting user search

User Interviews

To gain real user insights, I conducted interviews with 2 users who have previously bought and sold boats. While

the sample size was small due to availability, their experiences provided valuable qualitative input on pain points,

expectations, and decision-making behaviors during the boat buying/selling journey.

To gain real user insights, I conducted interviews with 2 users who have previously

bought and sold boats. While the sample size was small due to availability, their

experiences provided valuable qualitative input on pain points, expectations, and

decision-making behaviors during the boat buying/selling journey.

To gain real user insights, I conducted

interviews with 2 users who have

previously bought and sold boats. While

the sample size was small due to

availability, their experiences provided

valuable qualitative input on pain points,

expectations, and decision-making

behaviors during the boat buying/selling

journey.

Haley Ascroft

Data Analyst

Age-35, [Buyer]

Kevin Smith

Marketing Manager

Age-40, [Seller]

Highlights

"I didn't understand at first that this is for buying too."

"I don't have much knowledge of boats, I would want to see more description."

"I don't have much knowledge of boats."

"Couldn't find how to contact seller, and EMI section while buying the Boat."

"Couldn't find how to contact seller."

Highlights

"Sell button is prominent so it was easy to find out this website is for selling."

"Selling process is little pricey."

"Overall selling is easy, but finding my listing is difficult."

Kevin Smith

Marketing Manager

Age-40, [Seller]

Highlights

"Sell button is prominent so it was easy to find out this website is for selling."

"Selling process is little pricey."

"Overall selling is easy, but finding my listing is difficult."

Pain Points

Complicated Navigation.

No homepage to direct the users.

"I don't have much knowledge of boats."

Insufficient and unclear product descriptions.

"Couldn't find how to contact seller."

Lack of relevant keywords.

An outdated or unappealing website design.

Lack of modern features and functionality 

User Journey

I designed this user journey to show, step by step, how a typical user like Alex interacts with the website while deciding

to buy a boat. It highlights the key stages users go through.

User journey with persona to show step by step how users browse, search, view

listings, and decide to buy while using the website.

I designed this user journy to show,

step by step, how a typical user like

Alex interacts with the website while

deciding to buy a boat. It highlights the

key stages users go through.

Competetive Analysis

I did competetive analysis to gather some insights, my aim was to identify gaps and opportunities for BoatMart —

particularly around helping users easily trust, browse, search, and select boats with confidence, like how top

competitors streamline their flows.

I did competetive analysis to gather some insights, my aim was to identify

gaps and opportunities for BoatMart — particularly around helping users easily

trust, browse, search, and select boats with confidence, like how top

competitors streamline their flows.

I did competetive analysis to gather some

insights, my aim was to identify gaps and

opportunities for BoatMart —

particularly around helping users easily

trust, browse, search, and select boats

with confidence, like how top

competitors streamline their flows.

Boats

B2B B2C

Competitor

eBay

B2C C2C

Partial Competitor

Findings

It provides a clean homepage with clear categories and featured listings, builds user confidence from the first click.

It listings show verified dealers, detailed specs, photos, and contact details, reinforcing trust.

It has rich filters (boat type, length, price, location), which makes browsing easier.

Findings

Multiple sections (daily deals, sponsored items, trending) crowd the homepage.

Mobile UI more modern and simplified. Product pages show title, images, price, shipping, and seller info.

Badges like Top Rated Seller, eBay Money Back Guarantee, and feedback score are prominently shown.

eBay

B2C C2C

Partial Competitor

Findings

Multiple sections (daily deals, sponsored items, trending) crowd the homepage.

Mobile UI more modern and simplified. Product pages show title, images, price, shipping, and seller info.

Badges like Top Rated Seller, eBay Money Back Guarantee, and feedback score are prominently shown.

What user wants to see?

I used this storyboard to visually communicate to the PM and team how important a proper homepage is in building

trust and guiding users. Instead of overwhelming users with raw search results, a homepage acts as a friendly starting

point, reducing drop-offs and improving engagement.

User journey with persona to show step by step how users browse, search, view

listings, and decide to buy while using the website.

I used this storyboard to visually

communicate to the PM and team

how important a proper homepage is in

building trust and guiding users. Instead

of overwhelming users with raw search

results, a homepage acts as a friendly

starting point, reducing drop-offs and

improving engagement.

Homepage

With BoatMart, I prioritized a mobile-first approach because user research and market trends indicated that a large

portion of boat buyers and enthusiasts browse listings on their phones. Whether they’re checking boats during a

weekend trip or casually browsing at marinas, their first interaction often happens on mobile.

With BoatMart, I prioritized a mobile-first approach because user research

and market trends indicated that a large portion of boat buyers and enthusiasts

browse listings on their phones. Whether they’re checking boats during a

weekend trip or casually browsing at marinas, their first interaction

often happens on mobile.

With BoatMart, I prioritized a mobile-first

approach because user research and

market trends indicated that a large

portion of boat buyers and enthusiasts

browse listings on their phones. Whether

they’re checking boats during a

weekend trip or casually browsing at

marinas, their first interaction often

happens on mobile.

The banner is like an

inceptive interface of

the website which will

create an engaging and

immersive experience

User who is here

without any clue

what to buy needs

featured listings.

Search bar is now

more prominent,

it’s on the banner

which highlight it

and give the user

better experience.

Search bar is now

more prominent,

it’s on the banner

which highlight it

and give the user

better experience.

The banner is like an

inceptive interface of

the website which will

create an engaging and

immersive experience

User who is here

without any clue

what to buy needs

featured listings.

The banner is like an

inceptive interface of

the website which will

create an engaging and

immersive experience

The banner is like an

inceptive interface of

the website which will

create an engaging and

immersive experience

View Live

Search Result Page

I designed a collapsible left-hand filter panel on the search results page, aligning with familiar e-commerce

patterns users expect. This makes filtering faster and more intuitive, especially on larger screens, while keeping

the main product grid in focus.

I designed a collapsible left-hand filter panel on the search results page, aligning

with familiar e-commerce patterns users expect. This makes filtering faster and

more intuitive, especially on larger screens, while keeping the main product

grid in focus.

I designed a collapsible left-hand filter

panel on the search results page,

aligning with familiar e-commerce

patterns users expect. This makes

filtering faster and more intuitive,

especially on larger screens,

while keeping the main product

grid in focus.

Introduced a

collapsible

left-hand filter

panel on

the search

results page


Reworked the listing

cards to make them

more engaging and

intuitive.

Streamlined the

subscription section,

which previously

interrupted the

natural browsing flow.

Streamlined the

subscription section,

which previously

interrupted the

natural browsing flow.

Streamlined the

subscription section,

which previously

interrupted the

natural browsing flow.

Globes didn’t

add meaningful

value to the user

journey.

Globes didn’t

add meaningful

value to the user

journey.

Before

Before

After

After

Introduced a collapsible

left-hand filter panel on the

search results page.

View Live

Vehical Description Page

The main change I focused here was the email subscription section was scrollable and easily missed by users,

leading to lost opportunities for contact. I restructured this section to be more prominent, ensuring it stays visible

at the right moment without disrupting the user’s flow.

The main change I focused here was the email subscription section was scrollable

and easily missed by users, leading to lost opportunities for contact. I

restructured this section to be more prominent, ensuring it stays visible

at the right moment without disrupting the user’s flow.

The main change I focused here was the

email subscription section was scrollable

and easily missed by users, leading to

lost opportunities for contact.

I restructured this section to be more

prominent, ensuring it stays visible

at the right moment without disrupting

the user’s flow.

The vehicle description

section is scrollable.

No EMI option

was one of the

major concern

of the user.

No EMI option

was one of the major

concern of the user.

No EMI

option

was one

of the

major

concern

of the user.

The email

subscription

section was

scrollable.

Before

After

After

Description of vehicle

is now below the vehicle

images, added EMI section

and "more boat options.


The vehicle

description

section is

scrollable.

Description of

vehicle is now

below the

vehicle images,

added

EMI section

and more

boat options.


View Live

Usability Testing

I conducted usability testing sessions with team members and product managers before handing over the final

designs to developers. This collaborative testing helped validate key user flows, surface minor UX issues early,

and align the entire team on design decisions..

I did competetive analysis to gather some insights, my aim was to identify

gaps and opportunities for BoatMart — particularly around helping users easily

trust, browse, search, and select boats with confidence, like how top

competitors streamline their flows.

I did competetive analysis to gather some

insights, my aim was to identify gaps and

opportunities for BoatMart —

particularly around helping users easily

trust, browse, search, and select boats

with confidence, like how top

competitors streamline their flows.

Usability changes

Replaced circles with square images and labels for better alignment and quicker recognition.

Expanded the selection to include more top models, making it easier for users to find what they’re looking for.

Updated the cards with new design system .

Metrics

I think it worked:)

After launching the redesigned homepage, the conversion rate increased by 25%. This confirmed that simplifying the user journey and improving visual hierarchy directly impacted user engagement and goal completion.

Post-redesign, bounce rates dropped while conversion rates climbed. Users spent more time on site (over 60 seconds), browsed deeper, and engaged by saving boat listings

Engaging with users is key to building loyalty and driving conversions. As user interactions increase, so does revenue — making a seamless, interactive experience essential for business growth.

View Reviews

Key Learnings

User-Centric Design
Understanding:

Redesigning showed me the power of

putting the user first.

Embraced Continuous
Improvement:

This project reinforced that design is an

ongoing process; there's always room to

refine and optimize

Gained Deeper User-Centric Design Understanding:

Building this from scratch helped me see the importance of designing from the user’s perspective

Gained Deeper User-Centric Design Understanding:

Redesigning helped me see the importance of designing from the user’s perspective

Embraced Continuous Improvement:

This project reinforced that design is an ongoing process; there's always room to refine and optimize

Embraced Continuous Improvement:

This project helped me realize design there's always room to refine and optimize

Case 02

25% Increase in Conversion Rate

B2B-B2C

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