BAY Platform · Dubai, UAE
Case Study · 04

Booking
the sea,
made effortless.

Watersports, yachts and cruises for the UAE. My brief was one line: make booking a day on the water feel as effortless as the water itself. I redesigned the full flow — web and mobile.

BAY onboarding — it's a big world out there, go explore
BAY splash screen
BAY onboarding — people don't take trips, trips take people
"People don't take trips — trips take people."
Role
Product Designer
Platform
Web · iOS · Android
Scope
End-to-end booking flow · Wallet · Accounts
Market
United Arab Emirates
The Brief

A day on the water
shouldn't start with
a phone call.

Booking a boat in the UAE used to work like it was 1995: call the marina, negotiate over WhatsApp, pay a stranger a deposit, hope. The inventory was real — yachts, jet skis, diving trips, dinner cruises — but the buying experience leaked customers at every step.

BAY's bet was that the sea could be booked like a hotel room. My job was the flow that makes that true: from the first screen a customer sees to the moment the booking is confirmed — on web and on mobile, designed as one system.

The Flow · Interactive

Open to booked
in five steps.

Every screen earns its place. Click through the steps — this is the exact journey a customer takes.

01 — Open
The fleet, up front
Boats, yachts and experiences with photography doing the selling. No hunting through menus — the water is the first thing you see.
02 — Search
Find your day on the water
Search by activity, date and group size. The results stay visual — every card leads with the boat, not the fine print.
03 — Choose
The boat, the price, the plan
Specs, photos, ratings and availability on one screen. Everything a group needs to say 'this one.'
04 — Confirm
One summary, no surprises
Date, boat, extras and total — reviewed in one place before any payment is asked for.
05 — Done
Booked. Go pack.
Confirmation with the booking in your pocket. The whole journey — open to booked — without a phone call.
Click a step, or use ↑ ↓ arrow keys
BAY app — The fleet, up front
BAY app — Find your day on the water
BAY app — The boat, the price, the plan
BAY app — One summary, no surprises
BAY app — Booked. Go pack.
The Web

The same sea,
on a bigger screen.

The web platform carries the discovery weight — big photography, comparison, planning with the group. Mobile carries the moment of booking. One design system, two rhythms of use.

BAY web home — hero search over ocean photography, activity categories, featured boats
The web home — search over the water
BAY web — boat detail page
Boat details — the decision page
BAY web — wishlist
Wishlist — planning with the group
The Unglamorous Screens

Trust lives in
the boring parts.

Wallet, bookings, filters — the screens nobody screenshots are the ones that decide whether anyone books twice. They got the same care as the hero.

BAY app — wallet with card
Wallet — money, visible and calm
BAY app — my bookings
Bookings — upcoming, past, cancelled
BAY onboarding — life is short and the world is wide
Onboarding — the promise, upfront
What happened

Abandonment fell.
Conversion climbed.

Some context on the mountain: travel consistently posts the highest booking abandonment of any e-commerce sector — more than eight in ten online travel bookings are abandoned before payment. That was the baseline BAY was fighting.

The redesigned flow shipped across web and mobile. Fewer people dropped out mid-booking, more people finished — and the product stopped depending on a phone call to close what the screens had started.

What I keep from BAY: effortless is a design decision, not a style. Every removed step, every question the flow answered before it was asked — that's where the ease came from. The ocean photography just made it look inevitable.

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