Case Study
Designing a high-touch digital journey for an ultra-luxury travel launch
Product Context
Launching a 0–1 Digital Platform for Ultra-Luxury Travel
Four Seasons expanded into ultra-luxury yacht travel, with fares ranging from $20K to over $100K per voyage. Ahead of its inaugural sail, the brand partnered with MRM to design the end-to-end digital platform introducing the experience to a global audience.
Platforms
Web · Mobile Responsive
Team
Design Director · UX/UI · Strategy · Engineering
Duration
~8 Months
Impact
Validating a Confidence-Led Digital Launch
Within the first three months of launch, the platform exceeded early sales targets and validated a confidence-led approach to high-stakes travel decisions.
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Dollars in inventory sold
0K
0K
Site visits
0%
0%
Engagement with Voyage Finder
0M+
0M+
Dollars in future booking pipeline
Challenge
Designing for Confidence Without Losing Aspiration
Yacht travel carries unfamiliar terminology, spatial complexity, and significant financial stakes. The experience needed to stay aspirational while making evaluation feel clear, scannable, and trustworthy.
Experience Strategy
From Dreaming to Decision Support
We structured the journey around a clear behavioral progression: inspiration → exploration → evaluation → human guidance.
Long-form pages were rebuilt into modular, predictable sections so users could either browse immersively or jump directly to what they needed.
Voyage Finder
A Core Tool for Exploration and Comparison
The Voyage Finder anchored exploration and shortlisting across a complex inventory (destinations, dates, duration, vessel, availability). The design supported multiple exploration styles—visual browsing, filtering, and comparison—without forcing commitment too early.
A consistent taxonomy gave each voyage a clear identity and ensured clean integration with Salesforce.
Voyage Detail
Designing the Evaluation Hub and Its Branches
I owned the end-to-end design of the Voyage Detail page, where users move from curiosity to confidence. The primary design decision was how to keep evaluation “in one place” while still letting users branch into deeper detail only when needed.
I used modals for quick clarifications and dedicated pages for deeper decision moments (like Suites), so users could evaluate without losing context or momentum.
High-Touch Service Integration
Embedding Human Guidance Into Digital
Because full self-service isn’t appropriate for ultra-luxury purchases, the Personal Yacht Consultant (PYC) was designed as an intentional part of the journey—not a support fallback. Entry points and inquiry flows were integrated where confidence matters most.
Outcome
A Structured Foundation for a New Travel Category
The platform paired aspiration with structured evaluation—supporting browsing, shortlisting, and decision-ready comparison, with a clear transition to human guidance when needed.