Thunder Jet: Sport Fishing Boat Website
Thunder Jet: Sport Fishing Boat Website
Thunder Jet: Sport Fishing Boat Website
Thunder Jet works in the welded aluminium sport fishing boat industry in the USA, and it is also popular in the manufacturing industry. Their company was acquired by the world-leading marine technology corporation Brunswick in 2016.
The website has been released at: https://www.thunderjet.com/
The Problem
Lightning Strike’s website has an outdated design that no longer reflects the company’s current offerings or appeals to modern customer expectations. This has contributed to a decline in user engagement and quote requests via the site, which may negatively impact future boat sales.
The website has an outdated design that no longer reflects the company’s current offerings or appeals to modern customer expectations. This has contributed to a decline in user engagement and quote requests via the site, which may negatively impact future boat sales.
Objective
Within 16 weeks, revamp the website with a more user-friendly experience that encourages greater customer interaction and quote enquiries. The redesign will retain Lightning Strike’s core brand elements—such as colours and logos—to honour the long-standing value of the brand while modernising its digital presence.
Within 16 weeks, revamp the website with a more user-friendly experience that encourages greater customer interaction and quote enquiries. The redesign will retain the core brand elements—such as colours and logos—to honour the long-standing value of the brand while modernising its digital presence.
My contribution
I conducted UX research using various approaches, such as personas, mental models, and journey mapping to uncover user needs. I then designed user flows, drafted wireframes, and supported the UI designer with prototyping to modernise the website while staying true to the brand.
EMPATHISE
Audit the current website
Audit the current website
Audit the current website
The website audit aimed to evaluate the usability of Lightning Strike’s current site by reviewing 9 key screens. This helped identify major pain points in navigation, user flows, and content layout, providing a clearer picture of user challenges.
Key findings
Broken CTA: The “Get A Quote” button on product pages wasn’t clickable, likely leading to drop-offs.
Unclear Categorisation: Boat categories and model distinctions were confusing due to poor organisation and low-quality images.
Hidden Specs: Key technical details were hard to find, frustrating users seeking in-depth info.
No Support: The lack of a support section made it difficult for users to compare or select the right boat.
The website audit aimed to evaluate the usability of Lightning Strike’s current site by reviewing 9 key screens. This helped identify major pain points in navigation, user flows, and content layout, providing a clearer picture of user challenges.
Key findings
Broken CTA: The “Get A Quote” button on product pages wasn’t clickable, likely leading to drop-offs.
Unclear Categorisation: Boat categories and model distinctions were confusing due to poor organisation and low-quality images.
Hidden Specs: Key technical details were hard to find, frustrating users seeking in-depth info.
No Support: The lack of a support section made it difficult for users to compare or select the right boat.
The website audit aimed to evaluate the usability of TJ’s current site by reviewing 9 key screens. This helped identify major pain points in navigation, user flows, and content layout, providing a clearer picture of user challenges.
Key findings
Broken CTA: The “Get A Quote” button on product pages wasn’t clickable, likely leading to drop-offs.
Unclear Categorisation: Boat categories and model distinctions were confusing due to poor organisation and low-quality images.
Hidden Specs: Key technical details were hard to find, frustrating users seeking in-depth info.
No Support: The lack of a support section made it difficult for users to compare or select the right boat.
What consumers say online
What consumers say online
What consumers say online
To validate website issues, I explored consumer feedback on social media and boat and fishing forums. The research shows that Lightning Strike’s strong product offerings are overshadowed by a lack of online visibility, brand stories and support resources, impacting both the pre-purchase experience and brand perception.
To validate website issues, I explored consumer feedback on social media and boat and fishing forums. The research shows that Lightning Strike’s strong product offerings are overshadowed by a lack of online visibility, brand stories and support resources, impacting both the pre-purchase experience and brand perception.
To validate website issues, I explored consumer feedback on social media and boat and fishing forums. The research shows that TJ's strong product offerings are overshadowed by a lack of online visibility, brand stories and support resources, impacting both the pre-purchase experience and brand perception.
What they like
Durable and high-quality boats' material
Strong engines
Good reputations on fishing and boat forums
What they do not like
Limited pre-purchase information
Minimal social media engagement
Lacking customer support resources
Boat-buyers behaviours
Boat-buyers behaviours
To better empathise with sport fishing hobbyists, I explored existing research on buyer behaviour in the sport fishing boat market. The goal was to understand behavioural patterns and assess how these insights could inform website improvements.
Sources included credible reports such as Recreational Boating Market Trends (Mordor Intelligence), Average Age of Boat Owners (Statista), and insights from Marine Marketing Tools, Sailing Scuttlebutt, and other reputable online publications.
To better empathise with sport fishing hobbyists, I explored existing research on buyer behaviour in the sport fishing boat market. The goal was to understand behavioural patterns and assess how these insights could inform website improvements.
Sources included credible reports such as Recreational Boating Market Trends (Mordor Intelligence), Average Age of Boat Owners (Statista), and insights from Marine Marketing Tools, Sailing Scuttlebutt, and other reputable online publications.
Key Findings:
Majority of boat buyers are male, between age 45 to 58, and most of them prioritise engine-power-related factors when purchasing a boat.
63% of first-time boat buyers would go online to research before buying. A boat’s dealers website, a boat’s brand website are the most chosen platforms for the users to get information from, followed by boat & fishing forums. This indicated that boat website play a major role in the customer’s purchase of decision making.
I categorised six types boat buyers into 2 main groups Advanced Boaters and General Boaters below.
Key Findings:
Majority of boat buyers are male, between age 45 to 58, and most of them prioritise engine-power-related factors when purchasing a boat.
63% of first-time boat buyers would go online to research before buying. A boat’s dealers website, a boat’s brand website are the most chosen platforms for the users to get information from, followed by boat & fishing forums. This indicated that boat website play a major role in the customer’s purchase of decision making.
I categorised six types boat buyers into 2 main groups Advanced Boaters and General Boaters below.
Key Findings:
Majority of boat buyers are male, between age 45 to 58, and most of them prioritise engine-power-related factors when purchasing a boat.
63% of first-time boat buyers would go online to research before buying. A boat’s dealers website, a boat’s brand website are the most chosen platforms for the users to get information from, followed by boat & fishing forums. This indicated that boat website play a major role in the customer’s purchase of decision making.
I categorised six types boat buyers into 2 main groups Advanced Boaters and General Boaters below.
Advanced Boaters
They are implied to be those who are more experienced, know-how and familiar with boat terminology. Usually from boating family, sport fishing as it’s a family tradition, in their blood, or simply they are driven strongly by the sport with great boat knowledge.
They shared traits from ‘Gear Guys’ and ‘Nautical Natives’ types.
They are implied to be those who are more experienced, know-how and familiar with boat terminology. Usually from boating family, sport fishing as it’s a family tradition, in their blood, or simply they are driven strongly by the sport with great boat knowledge. They shared traits from ‘Gear Guys’ and ‘Nautical Natives’ types.
General Boaters
They likely to use boats as a means to leisure, bring family friends, relax purposes and chilling with the nature, not seriously taking the fishing activities as their strong motivation. They are not familiar with terminologies, and needs a lot of help in research phase for their desirable boat.
They shared traits Merry Mates, Luxurious Leisurers, Water Weekenders, Seclusion Seekers.
They likely to use boats as a means to leisure, bring family friends, relax purposes and chilling with the nature, not seriously taking the fishing activities as their strong motivation. They are not familiar with terminologies, and needs a lot of help in research phase for their desirable boat. They shared traits Merry Mates, Luxurious Leisurers, Water Weekenders, Seclusion Seekers.
Competitive Analysis
Competitive Analysis
Competitive Analysis
As part of the research phase, I conducted a competitive analysis of 32 competitor websites to identify common features that drive user engagement. Using colour-coded stickers, I audited each site’s content and layout, categorising sections based on their appeal to different user groups—General Boaters, Advanced Boaters, and their sub-groups. This helped uncover market trends and inform user-focused design decisions.
As part of the research phase, I conducted a competitive analysis of 32 competitor websites to identify common features that drive user engagement. Using colour-coded stickers, I audited each site’s content and layout, categorising sections based on their appeal to different user groups—General Boaters, Advanced Boaters, and their sub-groups. This helped uncover market trends and inform user-focused design decisions.
Favourable factors
Multimedia use focus: Competitor website uses nature-themed multimedia, with some include video banners. This approach effectively motivated general boaters, especially those are nature enthusiasts.
Multimedia use focus: Competitor website uses nature-themed multimedia, with some include video banners. This approach effectively motivated general boaters, especially those are nature enthusiasts.
General and technical boat information is typically found on the homepage and product details pages (PDPs).
General and technical boat information: is typically found on the homepage and product details pages (PDPs).
Some competitors website has reviews sections, which are very noticeable in the homepage or under PDP pages.
Some competitors website has reviews sections, which are very noticeable in the homepage or under PDP pages.
Unfavourable factors
Lack of Guidance: Most sites offered little support for first-time buyers, making it difficult for non-tech-savvy users like versatile boaters.
Difficult to navigate key information: ext-heavy pages with technical jargon made it difficult—even for advanced users—to quickly find key information.
Difficult to navigate key information: ext-heavy pages with technical jargon made it difficult—even for advanced users—to quickly find key information.
Tech-Heavy Reviews: Customer reviews focused mainly on technical details, benefiting Advanced Boaters more than General Boaters with limited knowledge.
DEFINE
EMPATHISE
DEFINE
Customer Persona
Customer Persona
Customer Persona
To gain a deep understanding of Thunder Jet’s target users by combining customer data from the client with UX research insights, aiming to create accurate personas that reflect key user groups and their pain points, 2 personas were developed below. Both shared common frustrations, including limited guidance, concerns about boat damage, and a lack of support during upgrades or new purchases. Avatars were carefully selected to reflect real demographics, avoiding generic images. The client praised the level of detail, noting the personas aligned closely with their vision of their target audience.
To gain a deep understanding of Thunder Jet’s target users by combining customer data from the client with UX research insights, aiming to create accurate personas that reflect key user groups and their pain points, 2 personas were developed below. Both shared common frustrations, including limited guidance, concerns about boat damage, and a lack of support during upgrades or new purchases. Avatars were carefully selected to reflect real demographics, avoiding generic images. The client praised the level of detail, noting the personas aligned closely with their vision of their target audience.
Primary Persona: Advanced Boaters
Primary Persona: Advanced Boaters
represents “sport fishing enthusiasts” and are usually in the ‘white collar household segment,
represents “sport fishing enthusiasts” and are usually in the ‘white collar household segment.
Secondary Persona: General Boaters
Secondary Persona: General Boaters
represents ‘blue-collar customers’, captures users with versatile boating needs.
represents ‘blue-collar customers’, captures users with versatile boating needs.
Mental Model
Mental Model
Mental Model
To understand how boaters think during the purchase journey, I mapped key research insights into a mental model of boat buyers. This helped identify critical stages needing improvement—particularly the Awareness, Evaluation phases:
General Boaters often lack guidance and feel overwhelmed by technical details during evaluation, leading to decision fatigue from consulting multiple sources.
Advanced Boaters, on the other hand, know what they want but may feel frustrated if not offered the right support for customisation and specific needs.
To understand how boaters think during the purchase journey, I mapped key research insights into a mental model of boat buyers. This helped identify critical stages needing improvement—particularly the Awareness, Evaluation phases:
General Boaters often lack guidance and feel overwhelmed by technical details during evaluation, leading to decision fatigue from consulting multiple sources.
Advanced Boaters, on the other hand, know what they want but may feel frustrated if not offered the right support for customisation and specific needs.
To understand how boaters think during the purchase journey, I mapped key research insights into a mental model of boat buyers. This helped identify critical stages needing improvement—particularly the Awareness, Evaluation phases:
General Boaters often lack guidance and feel overwhelmed by technical details during evaluation, leading to decision fatigue from consulting multiple sources.
Advanced Boaters, on the other hand, know what they want but may feel frustrated if not offered the right support for customisation and specific needs.
Customer Journey
Customer Journey
Customer Journey
A detailed customer journey map was defined. The objective is to understand emotional triggers at each stage, and find any opportunities to resolve them at each stage, minimise the negative experience and emotion trigger.
The Consideration and Decision stages were identified as particularly challenging, triggering more negative emotions than other stages.
Advanced Boaters Segment may encounter issues such as insufficient information, difficulties navigating the website, and delayed support responses. Meanwhile, general boater is overwhelmed with the amount of technical information when firstly visit the website.
A detailed customer journey map was defined. The objective is to understand emotional triggers at each stage, and find any opportunities to resolve them at each stage, minimise the negative experience and emotion trigger.
The Consideration and Decision stages were identified as particularly challenging, triggering more negative emotions than other stages.
Advanced Boaters Segment may encounter issues such as insufficient information, difficulties navigating the website, and delayed support responses. Meanwhile, general boater is overwhelmed with the amount of technical information when firstly visit the website.
A detailed customer journey map was defined. The objective is to understand emotional triggers at each stage, and find any opportunities to resolve them at each stage, minimise the negative experience and emotion trigger.
The Consideration and Decision stages were identified as particularly challenging, triggering more negative emotions than other stages.
Advanced Boaters Segment may encounter issues such as insufficient information, difficulties navigating the website, and delayed support responses. Meanwhile, general boater is overwhelmed with the amount of technical information when firstly visit the website.
Forming a Hypothesis
Forming a Hypothesis
Forming a Hypothesis
Based on insights from the Mental Model and Customer Journey,
We believe:
the Awareness and Evaluation stages lack supportive features and emotional attachment with the brand, creating challenges for both Advanced and First-Time Boaters—ultimately affecting their buying decisions.
If we can:
Provide clear, transparent information
Introduce supportive features during these stages
Then we expect to:
Help users—both advanced and general—make quicker, more confident boat choices
Improve user experience and increase “Get a Quote” requests
Positively influence overall boat sales through a more effective website experience.
Based on insights from the Mental Model and Customer Journey,
We believe:
the Awareness and Evaluation stages lack supportive features and emotional attachment with the brand, creating challenges for both Advanced and First-Time Boaters—ultimately affecting their buying decisions.
If we can:
Provide clear, transparent information
Introduce supportive features during these stages
Then we expect to:
Help users—both advanced and general—make quicker, more confident boat choices
Improve user experience and increase “Get a Quote” requests
Positively influence overall boat sales through a more effective website experience.
Based on insights from the Mental Model and Customer Journey,
We believe:
the Awareness and Evaluation stages lack supportive features and emotional attachment with the brand, creating challenges for both Advanced and First-Time Boaters—ultimately affecting their buying decisions.
If we can:
Provide clear, transparent information
Introduce supportive features during these stages
Then we expect to:
Help users—both advanced and general—make quicker, more confident boat choices
Improve user experience and increase “Get a Quote” requests
Positively influence overall boat sales through a more effective website experience.
IDEATION
IDEATION
User Flows
User Flows
User Flows
Four distinct user flows were proposed to address the needs of our two key segments: Advanced Boaters and General Boaters. These flows focus solely on the digital journey via smartphones and tablets, isolating the online experience from offline factors like in-store dealer interactions.
Four distinct user flows were proposed to address the needs of our two key segments: Advanced Boaters and General Boaters. These flows focus solely on the digital journey via smartphones and tablets, isolating the online experience from offline factors like in-store dealer interactions.
Four distinct user flows were proposed to address the needs of our two key segments: Advanced Boaters and General Boaters. These flows focus solely on the digital journey via smartphones and tablets, isolating the online experience from offline factors like in-store dealer interactions.
Prioritise Ideas
Prioritise Ideas
After listing potential ideas to support customer decision-making, we used an Impact vs. Effort matrix to prioritise features. The following high-impact features were shortlisted for their relatively low to medium effort:
Great (High Impact, Low/Medium Effort):
Enhance storytelling elements (e.g. brand story) to build early-stage emotional connection
Reorganise boat categories and spec layouts for easier comparison
Add filter functions
Introduce a Help & Support page (e.g. Q&A section)
In Between Great and Good:
Develop a detailed Help page with infographics to guide the buying process
Enable review and comment features on product pages
Create a community feature for users to share experiences and discuss boats
Customisation Boat features.
After listing potential ideas to support customer decision-making, we used an Impact vs. Effort matrix to prioritise features. The following high-impact features were shortlisted for their relatively low to medium effort:
Great (High Impact, Low/Medium Effort):
Enhance storytelling elements (e.g. brand story) to build early-stage emotional connection
Reorganise boat categories and spec layouts for easier comparison
Add filter functions
Introduce a Help & Support page (e.g. Q&A section)
In Between Great and Good:
Develop a detailed Help page with infographics to guide the buying process
Enable review and comment features on product pages
Create a community feature for users to share experiences and discuss boats
Customisation Boat features.
After listing potential ideas to support customer decision-making, we used an Impact vs. Effort matrix to prioritise features. The following high-impact features were shortlisted for their relatively low to medium effort:
Great (High Impact, Low/Medium Effort):
Enhance storytelling elements (e.g. brand story) to build early-stage emotional connection
Reorganise boat categories and spec layouts for easier comparison
Add filter functions
Introduce a Help & Support page (e.g. Q&A section)
In Between Great and Good:
Develop a detailed Help page with infographics to guide the buying process
Enable review and comment features on product pages
Create a community feature for users to share experiences and discuss boats
Customisation Boat features.
DESIGN
DESIGN
Wireframes
Wireframes
All Boats - Mega Menu
All Boats - Mega Menu
With fewer than 20 boat products across four types, the mega menu efficiently displays both broad and specific categories, helping users quickly recognise each boat type by name. Featuring a prominent “Build a Boat” option, the menu also enables quick access to customisation, improving usability by reducing the need for deep site navigation.
With fewer than 20 boat products across four types, the mega menu efficiently displays both broad and specific categories, helping users quickly recognise each boat type by name. Featuring a prominent “Build a Boat” option, the menu also enables quick access to customisation, improving usability by reducing the need for deep site navigation.
Categorisation in the Homepage
Categorisation in the Homepage
Boat categorisation is reorganised in terms of widget interface, featured in the homepage. Each boat categorisation highlight distinct features, help both advanced boater and general boaters group to compare and quickly shape their mind what boat types they might desire to buy or upgrade.
Boat categorisation is reorganised in terms of widget interface, featured in the homepage. Each boat categorisation highlight distinct features, help both advanced boater and general boaters group to compare and quickly shape their mind what boat types they might desire to buy or upgrade.
(Product Detail Page) Features and Specs
(Product Detail Page) Features and Specs
Specifications are displayed using illustrations with highlighted features, making it easier for users to quickly understand and access the information compared to traditional PDF or full-text formats. This visual approach enhances user experience by simplifying complex data into digestible visuals.
Specifications are displayed using illustrations with highlighted features, making it easier for users to quickly understand and access the information compared to traditional PDF or full-text formats. This visual approach enhances user experience by simplifying complex data into digestible visuals.
Our Story Page (1) - The brand's credibility
Our Story Page (1) - The brand's credibility
Aimed to increase emotional attachment with the brand, 'Our Story' section of the website showcases the brand’s heritage and credibility, aiming to forge a connection with users.
By sharing the brand's history and its journey, this storytelling element effectively builds consumer trust and enhances their sense of security with the brand. This strategy is designed to make consumers feel more confident in their choice, knowing they are engaging with a reputable and established brand.
Aimed to increase emotional attachment with the brand, 'Our Story' section of the website showcases the brand’s heritage and credibility, aiming to forge a connection with users. By sharing the brand's history and its journey, this storytelling element effectively builds consumer trust and enhances their sense of security with the brand. This strategy is designed to make consumers feel more confident in their choice, knowing they are engaging with a reputable and established brand.
Our Story Page (2) - The community
Our Story Page (2) - The community
The community section of the website is designed to enrich user experience by offering insights from existing boat owners. Here, users can immerse in photos beautiful natural settings or adventurous excursions, which can inspire and evoke the desire to purchase a boat.
This feature not only promotes user interaction but also enhances the aspirational appeal of boating, making it more enticing for potential buyers.
The community section of the website is designed to enrich user experience by offering insights from existing boat owners. Here, users can immerse in photos beautiful natural settings or adventurous excursions, which can inspire and evoke the desire to purchase a boat. This feature not only promotes user interaction but also enhances the aspirational appeal of boating, making it more enticing for potential buyers.
Customer Support Page Alone
Customer Support Page Alone
The "Help & Support" page includes a Q&A section to address common queries, providing users with immediate answers. If further assistance is needed, users can connect with local dealers directly through a "Find A Dealer" call-to-action (CTA) button, ensuring more personalised help is just a click away. This setup streamlines user support, enhancing customer satisfaction by offering multiple avenues for assistance,
The "Help & Support" page includes a Q&A section to address common queries, providing users with immediate answers. If further assistance is needed, users can connect with local dealers directly through a "Find A Dealer" call-to-action (CTA) button, ensuring more personalised help is just a click away. This setup streamlines user support, enhancing customer satisfaction by offering multiple avenues for assistance,
PROTOTYPE
PROTOTYPE
REFLECTION
REFLECTION
Client feedback
Client feedback
The outcome was well received during testing, with no major issues identified. While the "Customise Boat" option was excluded from the final live version due to its current unavailability, it may be implemented in the future. Notably, the client reported an increase in quote requests within the first month after launch.
The outcome was well received during testing, with no major issues identified. While the "Customise Boat" option was excluded from the final live version due to its current unavailability, it may be implemented in the future. Notably, the client reported an increase in quote requests within the first month after launch.
What I have learned
I gained valuable insights and analytical skills, especially during the intensive research phase and ideation.
I gained valuable insights and analytical skills, especially during the intensive research phase and ideation.
I gained valuable insights and analytical skills, especially during the intensive research phase and ideation.
Managing a large volume of data helped sharpen my ability to distil findings and identify what truly matters.
Managing a large volume of data helped sharpen my ability to distil findings and identify what truly matters.
Managing a large volume of data helped sharpen my ability to distil findings and identify what truly matters.
Collaborated with UI designer help me to improve my visual senses.
Collaborated with UI designer help me to improve my visual senses.
Collaborated with UI designer help me to improve my visual senses.
What I would do differently
Some of the research was too broad—like exploring general fishing trends and indirect competitors. Next time, I’d focus more narrowly on the target segment, such as sport fishermen.
Some of the research was too broad—like exploring general fishing trends and indirect competitors. Next time, I’d focus more narrowly on the target segment, such as sport fishermen.
Some of the research was too broad—like exploring general fishing trends and indirect competitors. Next time, I’d focus more narrowly on the target segment, such as sport fishermen.
I also would prioritise direct interaction with end-users. While the client’s consumer insights were helpful, conducting my own user interviews would provide a deeper, first-hand understanding.
I also would prioritise direct interaction with end-users. While the client’s consumer insights were helpful, conducting my own user interviews would provide a deeper, first-hand understanding.
I also would prioritise direct interaction with end-users. While the client’s consumer insights were helpful, conducting my own user interviews would provide a deeper, first-hand understanding.
© Gemma Bao Tran, 2025
© Gemma Bao Tran, 2025
Email: gebao.nt@gmail.com
Email contact: gebao.nt@gmail.com