Experience Extraordinary

Cobalt Boats, a premium American manufacturer of recreational motorboats, required a complete digital redesign to better reflect the sophistication, performance, and craftsmanship of its lineup. I was brought in as Director of UX to reset the project after multiple unsuccessful design iterations, establishing a new creative direction and guiding the platform toward a more refined, brand-aligned experience. The objective was to create a website that felt as premium and immersive as the boats themselves while also improving clarity, structure, and usability across a complex product catalog.

I led the UX strategy and developed a design system that aligned Cobalt’s luxury positioning with a more polished digital presence. The work focused on bringing structure and elevation to content-heavy model pages, where detailed feature sets, specifications, and customization options needed to be presented in a way that felt both intuitive and aspirational. Large-scale imagery, disciplined typography, and intentional spacing helped reinforce the premium feel of the brand while keeping the experience organized and easy to navigate.

Beyond UX and interface design, I defined the site’s content architecture, refined key messaging for stronger brand alignment, and oversaw content population and image optimization. I also led development of the custom WordPress platform, including the theme build and Carbon Fields-based content architecture. In addition, I oversaw the internal database integration supporting technical details and dealer locator functionality, creating a flexible backend for managing complex model configurations while preserving the visual refinement and usability expected of a premium brand.

The redesigned platform received industry recognition, including the 2023 Internet Advertising Competition (IAC) Best Website Award and a 2023 Silver Davey Award. The result is an award-winning digital platform that brings together luxury brand storytelling, structured product content, and custom WordPress development in a way that better reflects the quality and reputation of Cobalt Boats.