Boat US Website
While at Boat Owners Association of The United States (BoatUS), the nation's largest organization of recreational boat owners, I led UX research and design to launch lead generation landing pages.
Challenge
I worked with BoatUS to increase member awareness and participation of their newly introduced IVF (interactive voice response) and Auto Payment options. They wanted to find a way to not only inform members of these payment option services but also wanted members to take immediate action to set-up them up.
The Approach
Discovery
During the research process, I implemented stakeholder interviews, competitive analysis, personas and user scenarios. The combination of these parts led me to discover that the underlying problem is that members were not aware of all the available options for payment. Since they were unaware, they also lacked the knowledge of how to set up the payment options. Although I found there is initial skepticism about setting up automatic payments most members eventually do once they learn its availability.
Information Architecture
From my in-depth analysis, I concluded that the most important aspects that needed to be presented was the way in which information was organized. I listed the type of information that users would need immediately upon arriving at the payment page and organized it based on the level of importance it held.
Ideate & Design
Sketching
In keeping with current Boat U.S. designs I put pen to paper and began creating some rough sketches of the payment page.
Wireframes
The sketches were then translated into low-fidelity digital wireframes that helped me create a more detailed page layout
Solution
I created and executed a digital strategy which included email marketing efforts combined with new member content. Within the campaign, I conveyed to members the various ways to pay, the benefits of each option, and how to set-up the payment.