Design Strategy for Noire Waters

Overview

Noire Waters had the vision, the luxury experience, and the growing demand but their digital presence and brand identity weren’t fully capturing the essence of what they offered. As their fleet grew and global blueprint expanded, they needed a website and brand that reflected the premium, culture-driven experience they were curating on the water.

My Role+ Project Scope

Through For The Goods, I stepped in to refine how Noire Waters showed up online, ensuring that every digital touchpoint matched the luxury and inclusivity of their in-person experiences. My focus was on brand positioning, user experience, and storytelling to elevate their online presence.

  • Brand Strategy & Refresh: Noire Waters already had a strong foundation, but the branding needed more polish and consistency to attract their ideal clientele. I hired and collaborated with a designer from Dynasty Media to execute a refined visual identity that felt premium, inviting, and uniquely them.

  • UX & Website Audit: I led a deep dive into the existing website, identifying gaps in clarity, navigation, and overall user experience. The goal was to create a site that felt intuitive, high-end, and built trust from the first click.

  • Content & Messaging Overhaul: The brand’s story needed to be told in a way that resonated. I crafted clear, compelling messaging that not only highlighted the luxury experience but also the cultural significance of Noire Waters as a luxury yachting and apparel brand.

Impact & Outcomes

  • Increased User Engagement & Retention

    • Time spent on site increased from 3.9 minutes to 6.5 minutes per session, demonstrating stronger user interest and deeper interaction with content.

    • Bounce rate reduced by 35% (from 62% to 46%) post-redesign, signaling improved content resonance and navigation.

  • Optimized Content Organization for Better Usability

    • Simplified navigation and structured pages improved content hierarchy and information architecture, making it easier for users to find what they need.

    • Clear call to actions and content hierarchy reduced friction in the reservation process leading to a smoother, more user-friendly experience.

  • Strengthened Brand Presence & Conversion Potential

    • Cohesive branding, tone and visual storytelling across Noire Waters digital properties, led to 20% increase in unique visitors and a new apparel partnership with Seaqual Initiative to transform ocean litter into renewable textiles.

    • Impact on conversion is still to be determined given boating season begins in April.

Brand values + personality

UX Audit + Information Architecture Refresh

Conducted a UX audit of the Noire Waters website using FigJam’s iPad app to map out design gaps and opportunities for improvement across each page of the previous site.

Conducted a UX audit of the Noire Waters website using FigJam’s iPad app to map out design gaps and opportunities for improvement across each page of the previous site.

The original Noire Waters site map and information architecture lacked hierarchy, had an overwhelming number of navigation items, and lacked a clear call to action, making it difficult for users to navigate and convert.

The original Noire Waters site map and information architecture lacked hierarchy, had an overwhelming number of navigation items, and lacked a clear call to action, making it difficult for users to navigate and convert.

Version 1 of the redesigned information architecture prioritized driving traffic to experiences, allowing users to filter by destination, experience, or event. Through user insights, we discovered that most customers preferred to explore available lo

Version 1 of the redesigned information architecture prioritized driving traffic to experiences, allowing users to filter by destination, experience, or event. Through user insights, we discovered that most customers preferred to explore available locations first, followed by the fleet, before selecting an experience.

The final information architecture for Noire Waters streamlined navigation by focusing on key sections: destinations, fleet, and about. To align with industry best practices, we added a persistent ‘Reservations’ CTA in the navigation, enabling users

The final information architecture for Noire Waters streamlined navigation by focusing on key sections: destinations, fleet, and about. To align with industry best practices, we added a persistent ‘Reservations’ CTA in the navigation, enabling users to book seamlessly whenever they’re ready.

Content Design and Hierarchy From-To

Original homepage for Noire Waters

Original homepage for Noire Waters

The redesigned Noire Waters landing page features clear storytelling, a well-structured information hierarchy, and a cohesive design creating a more engaging and intuitive user experience.

The redesigned Noire Waters landing page features clear storytelling, a well-structured information hierarchy, and a cohesive design creating a more engaging and intuitive user experience.

Original About Us page on the Noire Waters.

Original About Us page on the Noire Waters.

The revamped 'Our Story' page now showcases Noire Waters' origins, founders, team, and commitment to sustainability. We also integrated press logos to enhance credibility and reinforce brand trust.

The revamped 'Our Story' page now showcases Noire Waters' origins, founders, team, and commitment to sustainability. We also integrated press logos to enhance credibility and reinforce brand trust.

Next

Content Design Strategy—Intuit Assist Disclaimers