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Navigating Fragmentation
The Challenge
Sea Tow’s primary challenge was ecosystem fragmentation. Boaters had to toggle between multiple apps for weather, tide charts, and membership details, while the legacy app remained an outdated static directory.
As Senior Product Designer, I was tasked with redesigning a decade-old interface to support modern features like biometric security and real-time data streams. The goal was to transform a "utility app" into an indispensable daily tool for the modern boater, ensuring the interface remained high-contrast and functional under harsh environmental glare and high-stress conditions.
Unifying the Maritime Experience
The Strategy
My strategy focused on Platform Unification. During the 3-week discovery phase, we proposed moving away from fragmented menus toward a Centralized Dashboard logic.
By architecting a "hub-and-spoke" information architecture, I ensured that every high-value feature—from tide predictions to membership renewals—was no more than two taps away. This logical restructuring was about technical empathy; I designed the UI to accommodate complex data from Salesforce and Auth0, ensuring that while the developer handled the backend integration, the user experienced a seamless, frictionless flow.
Engineering the Digital Command Center
The Build
My execution focused on designing the interface and logic for a high-performance Native React environment. I designed the onboarding journey for the Auth0-powered login, creating a guided UI that strategically managed Face ID and location permissions to build trust from the first launch.
This ensured the app’s security requirements felt like a helpful setup rather than a technical barrier.
The centerpiece of the build was the Data-Rich Weather & Tides UI. I designed high-contrast charts and radar views that provide glanceable insights into wind, waves, and tide cycles.
This interface allows boaters to toggle between saved locations and live GPS-based data, ensuring they have the situational awareness needed to make safety decisions in real-time.
For the commercial side, I designed the Adaptive Membership UI, a flow that personalizes the join process by identifying vessel types and suggesting coverage tiers. I also designed the self-service management area, where boaters can independently manage profiles and vessel data that syncs with Salesforce.
By designing digital membership cards for the Apple Wallet, I provided a persistent, offline way for users to access benefits anywhere on the water.
To ensure 100% developer fidelity, I engineered a robust Design System featuring 35+ core components and 100+ variants. Every element was mapped through Design Tokens, providing a single "Source of Truth" for the engineering team.
This systematic approach supported the implementation of full Dark Mode, ensuring professional-grade readability for 24/7 operations and overnight boating.
A Scalable Foundation for Growth
The Impact
The delivery provided Sea Tow with a production-ready blueprint that moved their digital presence to a modern maritime standard. By streamlining access to essential data through a unified UI, we achieved a 40% reduction in friction for core tasks like membership renewal and service requests. This strategic engagement eliminated years of design debt and established a unified visual language that now powers their entire mobile ecosystem.
Ultimately, this project proved that a Senior Product Designer can bridge the gap between complex enterprise data and a high-fidelity consumer experience. The result is a scalable, tokenized foundation that empowers boaters with real-time confidence while optimizing the brand's operational efficiency through a modern, self-service UI architecture.
