Turning a sailing business into a coherent digital experience

I worked with Onadasail to rethink how its sailing experiences were positioned, discovered and presented online, creating a clearer connection between the service, the brand and the customer journey.

The project expanded from UX and website design into a broader digital foundation spanning brand identity, content, acquisition channels and the operational touchpoints supporting the customer experience.

Overview

Onadasail offers sailing experiences from Barcelona, combining recreational outings, private trips and activities designed around experiencing the Mediterranean from the sea.

The project started with the need to improve its digital presence, but early analysis revealed a broader challenge: the customer experience was fragmented across different channels, while the website, positioning and visual communication did not yet communicate the value of the experience consistently.

I worked across strategy, UX, visual design and implementation to create a more coherent digital ecosystem — from understanding the offer and structuring the customer journey to redesigning the brand presence and building the new website.

Visit DEMO

Onadasail responsive website displayed on desktop and mobile

The challenge

Onadasail already had the service and operational knowledge behind the business, but its digital presence had grown organically rather than as a connected customer experience.

Information about activities, pricing and booking was distributed across different touchpoints, the value proposition was not always immediately clear, and the existing website did little to differentiate the experience or guide users towards the right option.

The challenge therefore went beyond redesigning a website. It meant clarifying what was being offered, how customers understood it and how the different digital touchpoints could work together to support discovery, trust and conversion.

My role

Role

Senior Product & UX/UI Designer

Responsibilities

Product & Digital Strategy
UX Research & Discovery
Information Architecture
Customer Journeys
UX/UI Design
Brand Evolution
WordPress Design & Development
Content Structure
SEO Foundations
Digital Acquisition Touchpoints

Collaboration

Direct collaboration with the business owner and operational stakeholders, translating business knowledge and customer needs into the digital experience.

Design approach

Key contributions

Structuring the digital customer journey

I reorganised the offer around the questions customers actually need answered — what experience to choose, what it includes and how to take the next step — creating clearer pathways from discovery to enquiry or booking.

Customer Journey · Information Architecture

Turning the experience into a digital brand

Evolved the visual and content direction to better reflect the character of the sailing experience, creating a more recognisable and consistent brand identity across the website and supporting communication channels.

Brand Direction · UI Design

Building the digital experience end to end

I designed and implemented the new WordPress experience, connecting responsive UI, content, SEO foundations and conversion touchpoints within a maintainable platform the business could continue using independently.

UX/UI · WordPress · Front-end

Impact

The project gave Onadasail a clearer digital foundation for presenting and growing the business, replacing disconnected communication with a more coherent experience across brand, website, content and customer touchpoints.

More importantly, it transformed the website from an isolated communication asset into part of a broader system supporting how customers discover, understand and engage with the service.

What improved

Clearer positioning of the sailing experiences
More intuitive organisation of services and content
Stronger consistency between brand and digital experience
More direct pathways towards enquiry and booking
Responsive experience across devices
Reusable digital and communication assets
A more maintainable WordPress foundation
Better alignment between website, acquisition and customer journey

What this project reinforced

Working closely with the business made it possible to connect decisions that are often treated separately (positioning, customer journeys, content, brand, technology and acquisition) into one coherent experience.

It also reinforced the value of moving comfortably between strategy and implementation: understanding the business problem first, then carrying that thinking through to the details customers ultimately interact with.