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Ahoy!

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The Company &
the Product

Ahoy Insurance is a B2C insurance platform that enables boat and yacht owners to choose, customize, and purchase insurance policies tailored to their needs.

The product simplifies a traditionally complex insurance process by helping users compare coverage options, adjust policy details, and complete the purchase flow through a clear digital experience.

Project goal

To improve retention and increase completion rates in Ahoy’s policy selection flow, while giving the product a visual facelift aligned with the new brand.

Based on analytics data, we identified significant drop-off during the policy selection process. The redesign focused on making the experience clearer, more accessible, and more reassuring for users, while maintaining flexibility and full transparency around coverage terms, options, and costs.

The Challenges

Building Trust Without a Human Agent

The main challenge was to build user trust in a fully digital insurance process, without the presence of a human agent.

Users were required to share sensitive personal and boat-related information, compare policy options, and make financial decisions on their own. The experience therefore had to feel clear, reliable, and transparent enough to prevent hesitation and reduce abandonment.

A Long and Demanding Policy Flow

Creating a boat insurance policy is a long process that requires users to provide many details.

Some of this information is not always known or immediately accessible, such as the exact boat model, production year, technical specifications, or ownership details. This made the process feel demanding and increased the risk of users dropping off before completion.

A Clear and Inviting B2C Interface

The redesign had to align with Ahoy’s new brand language while also meeting the expectations of a B2C digital product.

The interface needed to reduce visual clutter, feel friendly and inviting, and support users through a process that is naturally long and sometimes tedious. The challenge was to create an experience that felt simple, reassuring, and commercial – without hiding important policy details or costs.

Executive Solution Summary

Executive Solution Summary

We redesigned the insurance journey across several connected flows, making the long policy selection process clearer, more guided, and easier to complete.

The solution included improved information architecture, step-by-step guidance, explanations and positive reinforcement at key drop-off points, and a dedicated mobile flow for photographing the boat using the device’s native camera.

By adding clear visual guidance and 3D models for the photography process, and redesigning the full experience across mobile, tablet, and desktop under the new brand language, we created a simpler, more holistic, and more trustworthy user journey.

Our Process

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Group 1707478674 (1)

Research & Discovery

We conducted a research phase that combined quantitative and qualitative methods: analytics analysis, a user survey, and usability testing with potential users.

The research helped us identify the main abandonment points and the recurring friction patterns behind them. We found that users struggled especially when they had more than one boat, when their boat model was not standard, or when the interface did not provide enough guidance for the information they needed to submit.

We also gained a clearer understanding of the gap between users’ expectations and what actually happened in the interface. Based on the findings, we summarized and prioritized the insights into a practical backlog of improvements for the existing experience.

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UX Facelift

Rather than redesigning the product from scratch, we focused on improving the existing flow through a series of targeted UX changes.

These changes addressed the key issues identified in the research phase, including unclear steps, insufficient explanations, confusing decision points, and friction areas that contributed to user abandonment.

New Visual Concept

Based on the company’s new brand book, we created a refreshed visual concept for the full system across desktop, tablet, and mobile.

As part of the research-based improvements, we incorporated maritime-inspired illustrations and subtle micro-animations to make the interface feel more pleasant, inviting, and reassuring, while still supporting clarity and trust throughout the insurance process.

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The Solution

UX Facelift - Restructuring the Policy Flow

We improved the policy creation flow by changing the order of steps, merging related actions, and creating a clearer progression mechanism.

Instead of exposing users to a long list of steps at once, we grouped the process into chapters, allowing users to focus on one meaningful section at a time. This made the process feel shorter, more manageable, and less intimidating.

We also added clear explanations throughout the flow, especially around pricing, calculations, and the specific points identified as problematic during the research phase. Alongside this, we added positive reinforcement and used language that was professional, simple, and reassuring.

Holistic Experience - Mobile Boat Photography Flow

We added a dedicated mobile interface to support one of the most challenging parts of the process: photographing the boat.

Since users had to take photos while physically standing next to the boat, usually at a dock, the task did not fit naturally into a desktop experience. Users also struggled to understand which part of the boat needed to be photographed and from which angle.

The mobile flow used the phone’s native camera capabilities and provided clear step-by-step photography guidance, supported by 3D models of the relevant boat parts. Once completed, the photos were automatically synchronized with the policy, allowing users to continue and complete the process seamlessly across platforms.