Sunseeker are a luxury yacht manufacturer, for the rich and famous. The opulence and craftmanship of their products is well known. But the rich and famous don’t have a lot of time to get into the weeds of what they want from the base model and the optional extras – do you have your jacuzzi on the upper or lower deck? They often have assistants doing a lot of the ground work for them. So Sunseeker wanted to give the purchasers a more immersive yacht experience and configurator.
Challenge:
They needed a solution that allowed potential luxury yacht purchasers, or their assistants, to easily view the range, understand the specs, arrange to view them if required, and to configure them, contextually, based on their needs.
This required, amongst other things, an interactive demo version of the on-board information, monitoring, engineering and security systems and an app that allowed them to visualise and choose any model and options.
Sunseeker wanted to increase the number of enquiries they closed and reduce drop off from their digital and physical sites.
Approach:
I carried out Discovery & Research to gain insight into the business, technology, locations, users and competitors. I interviewed stakeholders, ship makers, engineers, craftsman, sales teams and owners to understand the process, pain points and scope of the yacht purchasing process.
I identified blockers causing purchasing drop-off. I built and tested a prototype from the user and business requirements that allowed the clients to easily identify the best models that fitted their needs and budget, intuitively and seamlessly, enabling purchase and empowering the Sunseeker teams to follow-up and react quickly to clients who had little free time and expected a high-end, personalised customer service.
Outcomes:
I delivered UX Discovery, tested prototypes and Service Design reports to Sunseeker, demonstrating insight, delivering on their client’s needs and improving the sales processes and the user experience.
The UX functional prototype and Service Designs:
- Addressed the customer’s requirement to easily identify the right Sunseeker product and options for their needs and budget, reducing drop-off.
- Empowered the Sunseeker sales team to support and follow up with potential customers, increasing closure, customer satisfaction and revenue.
- Informed amendments to the sales and customer service processes, improving Sunseeker’s sales closing and customer satisfaction in the physical and digital world.
Benefits:
The sales team were empowered through the improved processes, insight and new tooling.
I improved the customer’s pre-sales process, making it more relevant to their decision metrics (features, price, location etc).
I architected Sunseeker’s processes, enabling sales teams to act more quickly and with greater empathy for client needs.
- Lifted revenue in the first quarter by 12%*
- Increased sales enquiries by 22%*
- Ultimately ensured happier clients.
*customer supplied data