UX cases

Whiteboarding UX interview (stages)

Step 1: Understand your goal (Why) — 3min

Step 2: Define the audience (Who) — 5min

Step 3: Understand customer’s context (When/
Where) and needs— 5min

Step 4: List ideas (What) — 5min

Step 5: Prioritize and choose an idea — 3min

Step 6: Solve — 30min

Step 7: Measure — 3min

Review and prepare for the presentation — 5min

Total: 59min

Why, Who, When and Where, What, How :)

If you think as UX designer you should ask yourself several important questions before starting the project. I took these sets of questions from my favorite design book “Solving Product Design Exercises”.

Why (understand the goal)

  • Why is this product or feature important?
  • What problem are we trying to solve?
  • What impact does it have on the world?
  • How does this product benefit customers?
  • What business opportunities does it create?
  • How does it extend the company’s mission? (for existing products).

Who (define the audience)

  • What are the categories of people who have significantly different motivations for using this product? Pick one.
  • What are the groups inside this audience that have different needs? (age, gender, mobility, occupation, location…).

When and where (understand customers context and needs)

  • Where are they physically?
  • Is there a trigger event causing this need?
  • How much time do they have?
  • Are they on a specific digital app or platform?
  • What emotions do they experience?
  • What is the customer’s high-level motivation for solving the problem?
  • How could they achieve that?

What (list ideas A,B,C..)

What could the company build o fullfill the customer’s needs?

  • type of product (digital/physical)
  • smart watch, smartphone, tablet, desktop, laptop, TV, VR-headset…
  • type of interface (graphic, audio/voice, AR, VR…)

How (measure success)

How would we know that the solution was successful?

  • Task success rate
  • Task completion time
  • Engagement
  • Retention
  • Revenue
  • Conversion
  • User acquisition
  • Net promoter score (NPS)
  • First interaction count — how well does the default screen attract attention?
  • Checkout completion time — how long does it take to finish the purchase?
  • Checkout success rate — measure how many customers finish the checkout process.

Increase in yacht charter

Seaman is a company that provides a wide range of services in the yachting market: regattas, training in yachting skills. However, the most profitable and significant direction for the company is the rental of yachts of various levels for short periods. This direction at the time of the creation of the site is relatively new for Seaman, so the main task of the site is to inform potential customers about the new service and increase sales in the yacht rental segment.

My role

I made research, compared competitors’ websites, made prototype and design.


According to the report published on the Super yacht investor’s website there are only 4,476 people globally actually owning a yacht. Most of the other people take rent.

Mykolas Rambus, chief executive of Wealth-X, said: “With an average price tag of US$10 million, the superyacht is a luxury item owned and enjoyed by the ultra-wealthy. This report identifies the convergence of this segment’s desire for privacy as well as their seeking of new and unique experiences in their travel.”

The problem

The client wanted to stand out from the competition and increase the number of early bookings of yachts.

Another goal was to attract new customers willing to pay for a luxury trip around the world.

The company Seaman already has a website with a catalog. However, it does not bring the expected result, because the booking and search form is not thought out, there is no clear structure of the catalog of yachts, the design leaves much to be desired.

The solution

We decided to create a landing page in which user behavior and an emotional component will be provided.


The Process:

  1. User experience and market research
  2. Prototyping.
  3. UI design
  4. Forecasting the result


Before prototyping, I made an analysis to distinguish the most popular directions in yacht early rent. Every year the tourism industry is especially curious about the latest early booking trends. In order to contribute insights for the European boat charter market, we evaluated boat reservation data for the last 3 years from 2017 until 2019. The data was based on yacht charter bookings done via the YachtSys Reservation Platform, which lists nearly 5,000 charter yachts worldwide.

Greece gets over 30% of early bookings

The bar charts show the Early Booking Trends at the end of January 2019 for the leading destinations for yacht charter: Croatia, Greece, Italy, Spain, Germany, and Turkey.

A view on the graph above reveals, that for three consecutive years, early-bird bookings are slightly decreasing for Croatian and Spanish destinations, even though these are leading charter countries.

Greece, by far the country with the highest share of Early Bookings (over 30%), faces in 2019 a slight decrease from 38% to 36%. Maybe this loss of Earlybird potential helped to improve the trend for Turkey, which showed the first time for years a positive pre-booking tendency of + 2% (3 – 5%).

It can be stated that the early booking trend follows the tendency of the previous years 2017 and 2018 with lower demand for Spanish and Croatian yacht charter destinations. The exception is Greece, Turkey, and Germany. The source:


According to get an advantage before competitors’ websites we decided to create a luxury style of the landing page. It was made with blue sea background images, uncommon catalog slider, beautiful fonts, and colors that give a feeling of calm and serenity.

There are several sections. The first screen has a modern search and booking form, that helps people find the right yacht that will be ready to book when he/she wants to have a journey.

Then the user scrolls down and sees the section of the catalog of the yacht where he can see yachts available at his / her demands. The most popular yacht is in the center of the second screen and it swipes left/right to show other variants. When the user clicks a yacht it goes to the yacht page on the main company’s website.

On the third screen, I show somу statistic for those who want to get information about the company and its testimonials. On the last screen, the user can ask some questions and give feedback.


The decision to pay maximum attention to a mobile version came after analyzing the behavior of customers of the most important market player –

“For a year of work, there are 60% of the traffic falls on users of mobile devices,” said Georgy Kozhukhovskiy, Anyship CEO .


The main task – is to involve users according to mood board. There are uncommon shapes, awesome blue colors and interesting fonts that will help users remember this landing page.

Final deliverables

There were deliverables:

  • Market research (MS Word)
  • Mood board (Adobe XD)
  • Low-fidelity prototype (Adobe XD)
  • High-fidelity prototype (Adobe XD)


The site has not yet made a profit, however, according to the investor, positive dynamics are visible. “If last year on average we had five applications for yacht rental in Russia and the world, then in May of this year – already 50 applications per day.

Yacht rental is a rather individual type of service, it does not look like, say, car rental. There are many subtle details and points that need to be clarified, discussed, taken into account at the time of booking, you need a personal approach. And the landing page will actually help connect clients and customers. Especially considering the growth of mobile traffic.


  • The client needs to understand that this is a startup, we only find out in practice, begin to understand what works better, what are the real needs of people. Based on this, make adjustments to the UX and its service.
  • I recommend adding a service for the sale and exchange of boats, since the demand for this particular type of service is growing.
  • Entering precisely the mobile applications sector is a fairly justified step on the part of the investor, said Valentin Makarov, president of Russoft NP. “The payback and demand for a mobile application depends on a lot of factors, but, as practice shows, applications that work on the international market, and not only within Russia, bring profit,” the expert notes.