1. Project Overview
As a Product Design Intern at Boats Group, I worked across two key missions:
Increasing YachtWorld app installs through improved mobile web banners
Conducting user testing for Boato, an AI image search prototype on Boat Trader
My focus was on improving user flow clarity, creating better conversion moments, and validating early product experiences through testing.
2. Mission 1: YachtWorld App Banners
Challenge
Many users browsed boats on YachtWorld’s mobile web but never downloaded the app, which provided a smoother and more personalized experience.
Our goal was to encourage users to install the app before completing a purchase — without feeling intrusive.
3. UX Audit & Research
I began with a full audit of the current YachtWorld mobile web banners, noting gaps in placement and messaging.
Key findings:
Existing banners only appeared on the homepage, missing deeper engagement moments.
There was no clear value message about why opening the app was better.
Dismiss interactions felt too binary, leading to accidental exits.
To gather insights, I studied how leading apps like Redfin, Etsy, Zillow, and Realtor.com approached banner visibility, messaging, and persistence throughout the user journey.
Opportunities identified:
Add banners on key journey screens (Search Results, Saved Listings)
Include explicit app value messaging (“Faster browsing,” “Save your favorites,” etc.)
Introduce softer dismissal patterns (hamburger menu or inline footer)
4. Concept Building
Next, I sketched and wireframed banner concepts that addressed these issues, focusing on clarity, persistence, and non-intrusiveness.
Key design decisions included:
Using short, benefit-driven text to emphasize why users should open the app
Testing placement variations (top-fixed vs. inline)
Exploring different call-to-action styles (“Get the app” vs. “Open in app”)
5. Impact
The redesigned banners significantly boosted engagement:
This project deepened my understanding of how small changes such as microcopy, timing, and placement directly influence user behavior and app growth.
6. Mission 2: Boato Testing
Challenge
Boato was a new AI image search tool that allowed users to identify boats by taking a photo.
However, our team needed to know whether the feature’s purpose was clear at first glance.
Goal: Validate if users understood Boato’s purpose and value within seconds of interaction.
7. Research & User Testing
I built a 1:1 high-fidelity prototype of Boato and ran remote UserTesting sessions to observe first impressions.
Participants were asked to explore naturally and explain what they thought the feature did.
"It’s like Google Lens for boats... I love it.”
“The giveaway was the Beta... otherwise, what the heck is this?”
The findings confirmed high interest but low discoverability — users liked the concept but missed the entry point.
Using an Opportunity Solution Tree, our team prioritized improvements to make Boato instantly recognizable:
Clear labeling and upfront value messaging
A prominent, discoverable entry point
Consistent iconography and onboarding clarity
