Brunswick’s Freedom Boat Club (FBC) is a subscription-based membership service that allows members to access a large fleet of boats in their area on an unlimited basis. As part of a strategic initiative to improve user experience and modernize FBC’s digital presence, I led the UX research and design efforts for a new mobile application. The project spanned roughly eight months, culminating in a successful launch in November 2024.
The UX Process
Discovery
The project began with an extensive discovery phase. I conducted UX research and met with internal stakeholders to identify core user needs and pain points. This involved:
- Interviews with FBC members to understand their booking behaviors and expectations
- Competitive analysis of similar services to identify industry best practices
- An extensive audit of the current web reservation experience
- Stakeholder workshops to align business goals with user needs
Wireframing and Testing
Using insights from the research phase, wireframes outlined the app’s functionality and user flows. These wireframes were tested with potential users to validate navigation efficiency and feature prioritization. Key findings led to:
- Streamlining the reservation process for a frictionless booking experience
- Improving discoverability of boat availability and location-based search
- Enhancing onboarding to reduce confusion for first-time users
Design System
With validated wireframes in place, we transitioned to high-fidelity visual designs. The design system focused on:
- Clean, intuitive layouts that maintained clarity in navigation
- Aesthetic appeal aligned with the boating lifestyle
- Accessibility considerations to ensure usability for all members
Additional Testing with Active FBC Members
To refine the user experience further, we conducted usability tests with active FBC members. This iterative approach allowed us to:
- Identify and eliminate usability friction points
- Optimize interactions based on real-world usage scenarios
- Validate design changes before final implementation
Integrating New FBC Branding
Collaborating with our in-house Art Director, I worked to integrate FBC’s recently updated branding seamlessly into the app. This ensured a cohesive visual identity across all digital touchpoints, reinforcing brand recognition and trust among members.
Agile Development and Engineering Collaboration
Throughout the process, I worked closely with engineers in an agile environment to ensure pixel-perfect execution of the designs. This involved:
- Continuous feedback loops with developers to maintain design integrity
- Addressing technical constraints while upholding UX principles
- Regular design QA to refine interactions and animations
Results & Impact
The app launched successfully in November 2024 and has delivered significant positive outcomes:
- User Adoption: Over 12,000 downloads within the first months without press or promotion
- High User Satisfaction: A 4.8-star rating based on user feedback
- Improved Usability: UX research metrics showed consistently high usability scores, with improvements observed after iterative refinements
Conclusion
This project exemplifies the power of user-centered design in delivering a seamless digital experience. By integrating research-driven insights, iterative testing, and close collaboration with stakeholders and engineers, the Freedom Boat Club app has successfully enhanced the member experience, driving engagement and satisfaction.