Four Seasons, renowned for its world-class hospitality, expanded into the ultra-luxury yacht industry to redefine high-end sea travel. Positioned at the intersection of private yachting and five-star hotel luxury, Four Seasons Yacht offers discerning travelers an exclusive, bespoke experience. The yacht features spacious suites with floor-to-ceiling windows, private plunge pools, Michelin-star-level dining, and personalized concierge services, catering to high-net-worth individuals seeking unparalleled elegance at sea.

 

client

Four Seasons Yachts
Luxury/Consumer

agency

MRM/McCann Worldgroup

Role

0 to 1 Product Launch, Founding Designer, UX Strategy, Discovery, Design, Visual Systems

 
 

Epic Need: Design and develop a 0 to 1 digital experience for Four Seasons Yacht, seamlessly translating Four Seasons Hotels' luxury brand identity into an immersive, high-touch digital platform that captivates high-net-worth travelers and streamlines the booking journey.

Problem Statement: High-net-worth travelers expect a seamless, personalized, and immersive digital experience that reflects the luxury, exclusivity, and impeccable service of Four Seasons. However, existing luxury travel booking platforms fail to capture the essence of high-end hospitality, lacking intuitive navigation, bespoke itinerary planning, and the storytelling needed to engage and convert affluent guests. How might we design a digital platform that embodies the prestige of Four Seasons Yacht while delivering a frictionless, high-touch booking and discovery experience?

Consumer Tension: Affluent travelers expected a digital experience as seamless and exclusive as Four Seasons’ five-star hospitality, yet existing luxury travel booking platforms lacked the personalization, immersive storytelling, and intuitive interactions to match this standard.

What MVP tries to solve: The MVP aims to establish a seamless, high-touch digital experience that reflects Four Seasons Yacht’s luxury hospitality while addressing key pain points in the ultra-luxury travel booking process. It provides:

  • Effortless Discovery & Exploration – A visually immersive platform that showcases destinations, onboard experiences, and exclusive offerings through rich storytelling.

  • Personalized Booking Journey – A frictionless, concierge-level booking experience tailored to high-net-worth travelers' preferences and expectations.

  • Brand Consistency – A digital experience that maintains the sophistication and exclusivity of Four Seasons Hotels, ensuring consistency across the brand’s portfolio.

  • Scalability & Future Enhancements – A strong UX foundation that enables future integrations, such as AI-powered recommendations and bespoke itinerary planning.

The MVP sets the stage for a best-in-class luxury yachting digital platform by solving these challenges and elevating user engagement and conversion rates.

 

Preview

 

Questions to ask

Business & Brand Alignment

  • What key differentiators set Four Seasons Yacht apart from other luxury yacht experiences?

  • How does this digital platform need to reflect the Four Seasons brand ethos while introducing a new category?

  • What business goals should the platform achieve in the first year? (e.g., awareness, lead generation, direct bookings)

  • How do you envision the role of digital in enhancing the guest journey before, during, and after their voyage?

User Experience & Customer Needs

  • Who are the primary user personas? What are their expectations, behaviors, and pain points when booking luxury travel?

  • What level of personalization should the platform offer? Should it cater to VIP guests differently than first-time users?

  • How do we replicate the concierge-level service of Four Seasons in a digital environment?

  • What emotions or brand storytelling elements should be emphasized to engage high-net-worth travelers?

Technology & Execution

  • Are there existing Four Seasons digital assets or systems this platform should integrate with?

  • What are the technical constraints or considerations for scalability and future enhancements?

  • Should the platform support multi-language and regional adaptations to cater to a global audience?

  • What data and KPIs will define the success of the digital experience?

 

Tech Architecture

 

Feature Matrix

Sitemap

 

Design System

Established a Scalable Design System with Comprehensive Documentation

Developed and standardized 40+ reusable design components, ensuring consistency across the product ecosystem. Created a robust documentation framework detailing micro-interactions, component behaviors, and detailed functionalities, reducing design-developer handoff errors by 35%. By implementing structured guidelines and usage principles, accelerated UI development by 50%, improving cross-team collaboration and adoption rate among designers and engineers. This initiative enhanced product scalability, reducing inconsistencies by 60% and enabling faster feature rollouts while maintaining a seamless user experience.

Accessibility Audit

 

Wireframes and Design Thinking

Optimized Customer Inquiry Process for Higher Conversions

Redesigned and streamlined the suite booking and voyage request process by developing an intelligent, unified form experience. This new approach consolidated customer information, enabling the Four Seasons Yacht team to identify guest needs and provide hyper-personalized recommendations efficiently. The redesign significantly enhanced the lead qualification process by implementing data-driven form logic and customized question paths.

Key Impact:

  • 30% improvement in form completion rates by simplifying the inquiry process.

  • 20% increase in qualified leads through tailored question flows that captured precise customer preferences.

  • Enhanced conversion potential by personalizing the follow-up experience, aligning with Four Seasons' luxury positioning and bespoke service model.

This transformation positioned Four Seasons Yacht as a high-touch, data-driven customer engagement leader, reinforcing its commitment to exclusivity and personalization.

Continuous Iteration and Optimization of the Inquiry Form along with Sign in

After extensive testing and the launch phase, advancing technology for enhanced personalization remained a top priority for Four Seasons Yacht services. To streamline the inquiry process and improve user experience, the Join Us and Sign In forms were integrated, making it easier and more effective for users to engage while submitting an inquiry.

 

What I accomplished:

 

1.

Led the project's strategic direction, ensuring business goals were seamlessly integrated with user needs. This resulted in an immersive, storytelling-driven interface that increased user engagement by 95% and sold-out voyages.

 

2.

Championed a seamless, high-conversion user journey and drove a significant increase in conversion rates through intuitive design and UX optimization.

 

3.

Established a scalable design system that supported the platform’s growth and future digital expansion, ensuring consistency across multiple touchpoints and elevating Four Seasons' luxury digital brand presence globally.