Interview about Boatico Yachtcharter Website, winner of the A' Website and Web Design Awards 2022
Boatico is a modern yacht charter platform for sailors who search for safe and uncomplicated boat booking. Their mission is to help find the best solution for vacation. Project task was to create an unusual design for this niche, and convey emotions. Therefore, it was decided to use deep blue shades that are associated with the sea. The rounded corners of the elements are like rounded waves. Typography also reflects the essence of the project, condensed geometric font adds branding. All graphics are made in one style and one color palette, which creates the integrity of the project.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsUnlike the client, I am not a professional in the yachting industry. However, I immersed myself deeply in the world of sailing, studying its aesthetics and atmosphere. The dark blue color was chosen to reflect associations with the depth and calmness of the sea, while the rounded elements symbolize waves and the fluidity of movement. This approach helped create a design that intuitively resonates with the maritime theme and evokes the right emotions in users.
For the visual language, I chose modern typography that reflects clarity and order, essential for functional design. At the same time, the soft lines and proportions of the fonts add a sense of friendliness and emotional appeal. Geometric elements, such as wave-like lines and shapes reminiscent of seascapes, establish a connection with the yachting theme, enhancing the atmosphere of freedom and adventure. All these elements were carefully balanced to complement rather than distract from the user experience.
Practical experience showed that users value the ability to quickly assess yacht availability, rental conditions, and additional services. This inspired us to make the booking process as straightforward and intuitive as possible, eliminating unnecessary steps. Additionally, we implemented filters and quick access to key information, ensuring that the navigation structure aligns with the real needs of renters, such as seasonality, route, and passenger capacity.
I made the maritime atmosphere a central part of the experience across all devices, from the color palette to the choice of imagery. For mobile screens, I adapted photos and other content to maintain their immersive effect while optimizing loading times. Interface elements were redesigned for compactness, ensuring that essential information remains accessible and the sense of space and freedom of the sea is conveyed even on smaller screens.
Through research, I found that users value quick decision-making and visual inspiration. This led me to adopt a minimalist design that doesn’t distract from the selection process and to incorporate large photos of yachts and routes. Surveys also revealed that convenient filters and quick access to key information, such as pricing and availability, are crucial. This insight influenced the simplification of navigation and the clear presentation of data.
The client and I approached the integration of expert information as part of the inspirational content. Tips and routes were presented in the form of short, easy-to-digest cards and interactive maps, allowing users to access relevant information without feeling overwhelmed. Additionally, we made this content optional in the booking process to keep the focus on the site’s primary goal — yacht rentals.
One of the most surprising discoveries was that users often explore additional services, such as captains or water toys, well before selecting a yacht. This insight influenced the design: I redesigned yacht cards to highlight options and personalization more prominently. Additionally, our team noticed that many users return to compare options, so we improved the favorites feature and simplified repeat access to saved data.
I aimed to make Boatico not just functional but also inspiring for users. Practicality is achieved through a clear UX design with intuitive navigation and a straightforward search process. The emotional aspect is conveyed through atmospheric photos of yachts and seascapes, complemented by a warm color palette. At the same time, accessibility is ensured through responsive design and adherence to standards.
The information architecture of Boatico is built on the principle of «finding everything in one place» — a key to the future of digital travel platforms. I focused on presenting data logically: user-friendly filters, clear categories, and quick access to essential information. This approach enables users to navigate effortlessly, even through large amounts of data, setting a new standard for comfortable online tourism.
When designing Boatico, I aimed to make the user experience as simple and intuitive as possible. The primary focus was on enabling fast and convenient yacht searches in the desired location. I eliminated anything that could distract users from the main process, leaving only essential elements such as search, filters, and clear offer cards.
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