As part of Phase 3 of Four Seasons Yacht’s expansion, Four Seasons Hotels seamlessly integrates exclusive on-shore experiences for yacht guests. This strategic fusion enhances the yacht’s luxury offerings while solidifying Four Seasons as the premier provider of bespoke, end-to-end luxury experiences for its elite clientele.

 

client

Four Seasons Yachts
Luxury/Consumer

agency

MRM/McCann Worldgroup

role

Profile Management, Booking Platform, Founding Designer, UX Strategy, UX Design

 

website coming soon

 

Epic Need: Develop a centralized hub for discovering and booking shore experiences, seamlessly integrating with the Four Seasons Yacht digital ecosystem. The platform must provide an intuitive, immersive, and high-touch experience that aligns with the luxury expectations of Four Seasons guests.

Problem Statement: Guests need a personalized and engaging way to explore shore experiences tailored to their booked voyage. The current challenge lies in:

  1. Driving exploration and engagement with available experiences.

  2. Encouraging users to sign in to access and book exclusive offerings.

  3. Ensuring that once logged in, guests only see relevant experiences available on their specific voyage, eliminating decision fatigue and creating a more seamless booking journey.

To enhance engagement, we categorize experiences into interest-based themes, allowing guests to explore:
History & Culture
Exploration
Shopping
Culinary
Wellness
Beach Days (Caribbean voyages only)
Marina Days

Consumer Tension: To create a truly engaging experience, we must design for two key mindsets:

  1. Immersive Mindset: Guests seek authentic, in-depth experiences that allow them to connect with destinations truly. They crave exclusive access, rich storytelling, and cultural enrichment.

  2. Educational Mindset – Guests want to learn and discover new aspects of the places they visit. They value expert guidance, curated experiences, and insider knowledge that elevate their journey.

These mindsets shape how we present shore experiences, ensuring they resonate deeply with the audience and drive bookings.

What MVP tries to solve: The MVP will serve as a self-discovery engine, seamlessly blending commerce with content to drive bookings while enriching the guest experience.

  • Interest Pages are key commercial drivers, guiding guests toward tailored shore excursions.

  • Shore Experience Cards provide recommendation nudges, subtly integrating commerce opportunities across the platform.

The Shore Experience Product Vision goes beyond a booking system—it is a dynamic discovery platform that puts:

  1. Commerce at the center, capturing 30% of sales revenue pre-voyage.

  2. Audience data at the core, learning from user behavior to optimize offerings and revenue.

  3. Personalized discovery, unlocking meaningful opportunities for guests to explore destinations.

 

Guiding Principles for Discovery

Discovering the World

  • Providing immersive destination content, unique access over generic amenities, and uncovering hidden gems in exclusive ports.

Discovering New Experiences

  • Offering highly personalized activities, leveraging local knowledge, and curating one-of-a-kind dining opportunities.

Discovering Our Companions

  • Enabling sharable itineraries, collaborative booking, and fostering a community of like-minded travelers.?

Discovering Ourselves

  • Elevating the luxury experience through meticulous attention to detail, bespoke service, and showcasing Four Seasons' signature high-touch hospitality.

 

Shore Expreience Strategy Brief

Shore Ex Tech Architecture

Wireframes and Design Thinking

 

What I accomplished:

 

1.

Aligned Design Strategy with Business Expansion Goals: FSY has hit $1 million milestone through 25+ self-service bookings since its launch in June 2025.

Led early discovery and strategy workshops with cross-functional teams to define the role of the on-shore digital experience within Four Seasons' broader business vision—successfully mapping user needs to high-end travel expectations while supporting luxury positioning and incremental revenue opportunities.

 

2.

Defined Scalable UX Framework for Global Implementation

Architected a modular design system accommodating regional customization, exclusive experiences, and future growth. This future-proof structure allows local teams to manage offerings while maintaining brand consistency and usability across global markets.

 

3.

Elevate research into Actionable Design

Synthesized competitive analysis, stakeholder interviews, and user behavior trends into a focused experience strategy. These insights informed content prioritization and journey flows that resonate with ultra-luxury travelers, creating early alignment across product, marketing, and operations.