Website Redesign
Redesign of the Outremer Catamarans website, a leading brand in offshore performance catamarans, to better align digital experience with user expectations, brand positioning, and business objectives.
Client / Industry
Marine industry — Outremer is a leading manufacturer of blue water cruising catamarans, designed for long-distance sailing and life at sea.
Contexte
The existing website did not fully reflect the brand’s positioning, nor the complexity of its audience and buying journey. The redesign aimed to create a more structured, user-centered experience aligned with both aspirational and expert users.
Challenge
The core challenge was to address two distinct user profiles with very different expectations:
- First-time buyers driven by aspiration and the dream of ocean sailing
- Experienced sailors with strong technical knowledge and clear purchase intent
The previous experience did not clearly differentiate these journeys, leading to friction in navigation and content relevance.
Objectives
- Clarify the user journeys based on different maturity levels
- Better reflect the premium and performance-driven brand positioning
- Structure complex content (boats, services, community, expertise)
- Support conversion across a long and considered buying cycle
Process
A strategic, research-driven approach to redefine the digital experience based on real user behaviors and business insights.
- Facilitated workshops with stakeholders to define target audiences and key business objectives
- Analyzed existing website data to understand user behavior and identify friction points
- Studied customer database (buyers and prospects) to identify patterns in decision-making and purchasing journeys
- Identified a key distinction between aspirational users (dream-driven) and experienced buyers (performance-driven)
- Developed 2 personas representing different user profiles and levels of expertise
- Conducted competitive benchmarking to identify best practices and positioning opportunities
- Defined a new information architecture to better structure content and navigation
- Designed wireframes and tested key user flows to validate usability and clarity
- Created a new interface design aligned with the brand’s premium positioning and storytelling
Key Insights
- Dual positioning (Emotion + Performance)
The experience successfully combines aspirational storytelling with technical product depth - Multiple entry points
Homepage supports emotional engagement, while product pages serve rational exploration - Ecosystem-driven approach
The website goes beyond selling a product, positioning Outremer as a complete lifestyle offering:
Novice Journey
Inspiration-led entry point
Progressive understanding of the product and lifestyle
Validation through community and real-life experiences
Delayed conversion
Expert Journey
Direct access to product information
Strong focus on performance and technical details
Highly efficient for knowledgeable users with clear purchase intent
Design Approach
The redesign focused on balancing emotion and performance, reflecting the dual nature of the brand:
- Inspire users through storytelling, community, and travel projection
- Reassure expert users with technical content, performance, and credibility
Special attention was given to guiding users through a progressive journey, from inspiration to project concretization.
Outcome
- Clearer navigation adapted to different user profiles
- Improved content structure and accessibility
- Stronger alignment between brand identity and digital experience
- Enhanced user journey supporting both inspiration and conversion
About the Client
Outremer is a French shipyard specialized in the design and manufacturing of high-performance blue water cruising catamarans.
Recognized for its expertise in offshore sailing, the brand targets experienced sailors and adventure-driven owners seeking autonomy, performance, and long-distance navigation capabilities.
Michele Balboa 