Reimagining boat ownership

Enhancing the boat ownership experience to inspire sustained customer engagement.

September 2019 – December 2019
Team: Samantha C., Niina A., Gaelen P., Anisha V., Derek W. // Role: collaborator

The recreational boating industry was ripe for disruption. Changing consumer preferences and wider target demographics meant boat manufacturers needed to consider the total experience and benefits of boat ownership in order to maintain brand engagement and loyalty. Additionally, the seasonality of boating in some regions meant boats were often stored away for majority of the year.

Our client, the largest recreational boating company in the world, approached us to solve this challenge.

How might we enhance the recreational boat ownership experience to inspire sustained customer engagement?

OUR PROCESS

RESEARCH

Our research goal was to 1) understand the post-purchase journey of boating, from learning to maintenance; and 2) understand the pleasures and pains of boat ownership.

18 customer interviews
4 expert interviews, including boat club owners, boat
1 ride-along
Secondary research: competitive landscape, boating fundamentals, analogous industries

DATA SYNTHESIS & INSIGHTS

What we found was that regardless of a boater’s experience level or motivation to purchase, the user journey involved logistical, financial, and emotional considerations. Further, it was the emotional aspects that came into play when deciding to stay in boating.

Insight #1
Boat owners have immense pride when interacting with others in their boating community throughout the boating season (typically May – October, depending on region). During off-season, however, boat owners often feel disengaged and distanced from their communities and their boat.

Insight #2

Seasoned boat owners enthusiastically promote their marine knowledge with non-boaters and boaters alike, serving as natural ambassadors of the boating lifestyle. New boat owners have many un-anticipated questions in their first year of ownership and become increasingly discouraged the longer these concerns go unanswered.

RAPID IDEATION

Through a couple weeks of rapid iterations, our team came up with 50 distinct solutions around ways to enhance and extend the ownership experience.

We organized our ideas based on this 2x2 that captures boat owners’ needs through the on-off boat and on-off season.

FINAL SOLUTIONS

We landed on three final recommendations and evaluated them through the lens of viability for the client, feasibility to implement, and lovability for the boat owner. Mapping them back to the 2x2, we believed that these solutions would allow our client to address these unmet needs.

[COMPANY] INSIDER

A membership for [the company’s] boat owners to stay connected and inspired year-round through exclusive, VIP experiences and events. Designed to build anticipation and inspiration for the upcoming boating season and keep boaters engaged with their community and the brand.

Lovable: Our research showed the strength of the boating community and boaters’ craving for sustained interaction.

“I’ve met lifelong friends through boating – but I see most of them only 1-2x a year.”

“Once you break in [to the community], it only gets better and you meet more and more people!”

Feasible: Test first with small-scale events in selected regions to prove customers’ willingness and enthusiasm to participate. Partner with adjacent brands that share similar values to lower upfront setup costs.

Viable: Community is one of the key reasons why people stay in boatings. Further, many boaters tend to stay loyal to their boating brand. Developing community and brand engagement will help increase customer lifetime value.

IMMERSIVE BOATING THEATER

Unique entertainment experience that brings the magic of being on a boat, off the water. Designed to give boater owners opportunities to interact with their boats and their communities even during the off-season.

Lovable: Our research showed the emotional connection owners have with their boats, often feeling nostalgic during the off-season.

“Sometimes, I sit on my boat in the garage just to reminisce the nostalgia of being out on water…”

“At times we use our boat like a floating condo. We head over to the marina and just hang out with our boat neighbors when the weather is too choppy to go out.”

Feasible: Leverage existing spaces where boats are currently stored, like boat dealerships and boat warehouses, to test the concept and minimize upfront costs.

Viable: People already pay a premium for unique performances and events, so this is an opportunity for an additional revenue stream. Further, the novelty of the event will drive PR buzz and brand equity.

*Proposed beta test of an immersive boating theater by leveraging existing venues*

PARTNER+SHIPS

A complimentary mentorship program between an experienced and novice boater. Designed to give newcomers a warm, personalized welcome to the boating lifestyle while giving experienced boaters an opportunity to pay-it-forward by sharing their knowledge.

Lovable: Our research showed that new boaters lean heavily on boating communities and their experienced peers to make purchase decisions and learn the ropes of boating. Concurrently, experienced boaters are eager to share their boating expertise and stories.

"It's risky to take such a large leap of faith when joining the boating community, especially if you don't know much about boating. If I were not part the Yacht Club, I may not have jumped into the purchase decision."

Feasible: Leverage exiting communities, such as Facebook groups and boat clubs, to recruit experienced boaters who are eager to participate and facilitate the partnerships. Minimal startup costs.

Viable: Personalized onboarding and access to mentors can serve as key differentiators for [company] to acquire and retain first-time buyers. Data shows that first-time buyers are most likely to sell their boat within 2 years. Keep people boating!