Mobile App | Hobie

User Research | UX Design | UX Design | Visual Design

An app to connect Kayakers to every facet of their Hobie Kayak and Kayaking Experience.

Most of my work at Hobie was dedicated to industrial design and physical products. I decided to explore our first digital product (mobile app) that could integrate cohesively with our line of Hobie Kayaks and our world-renowned Hobie MirageDrive Propulsion system.

The project originated as a “Blue Sky” effort to diversify our product offering. We were always encouraged to dedicate time away from our primary tasks to explore new opportunities and innovative solutions to keep the brand on top.

Business objectives

Open better connections for a direct relationship with our customers.
Provide customers with access to information to enhance joy on the water.
Lead the charge as the first watersports company with a digital product.
Diversify product offerings and innovation.

Research

Design and Engineering (Internal)

Discussed new perspectives and opportunities on the intersection of hardware (physical products) and digital products.
Reviewed current, proprietary mechanical features that could output data to useful information for the end user.

Marketing and Fishing Team (Internal)

Addressed various markets and opportunities in the kayak/kayak fishing space based on how kayakers use their crafts.
Categorized kayak use cases based on geodemographics and body-of-water type (salt water, fresh water, lakes, ponds, rivers)
Analyzed emerging technologies from alternative industries being used to enhance the recreation and fishing kayak space.
Held workshops to craft unique digital experiences for our brand, products, and users.

Internal Sales Reps and External Dealers:

Collected consumer-facing data from our traveling sales rep teams and worldwide dealers network about what people are buying and what is trending within the market.

Direct customer interaction (External)

Interviewed various kayakers for detailed information on "why" they chose Hobie
Interviews also covered gear purchased and "why" specific gear is needed with different use cases.
Held discussions with customers about digital technologies used to enhance the on-the-water experience and digital tools used to complete specific kayaking/kayak fishing tasks.

User Stories

As a Hobie kayaker,

I need to know how many pedal strokes I put on my drive,

so I can efficiently maintain my mirage drive.

As a Hobie owner,

I'd love to connect with other Hobie owners

to bond over shared passions and interests relating to kayaking and on-the-water experiences.

As a gearhead,

It'd be great to connect with other tinkers,

to share DIY innovations, upgrades, and modifications made to our kayaks.

As a Hobie kayaker,

I want to know how far I'm going,

so I can know how much use ground I'm covering on the water.

As a fisherman,

I need to have a digital log,

so I can record my catch data and have information to recollect the weather, time, and gear I used to catch specific species of fish.

As a kayak buyer for a top-of-the-line kayak,

I'd desire the best quality, technology, and customer service,

so I can have trust in the product and build loyalty in the brand.

As a Kayak fisherman,

I'd like to know weather patterns on specific days

to help me recognize trends for when the bite is on.

As a kayaker,

I want to know where I went,

so if I stumble upon something cool or find a secret spot, I have a way to get back there

As a watersports enthusiast,

it would be beneficial to know my time spent on the water

so I know when and how much time I spend in the sun.

As a person who loves to be in nature,

I want to capture what I see,

to savor memories.

Connecting Physical to Digital

A small wearable would fit around the crank of the MirageDrive and transfer specific data in association with pedal strokes and distance covered on the water.

Blue = device is live.

Red = device is recording data.

I used a basic wireframe to help communicate ideas in conjunction with research efforts to explain my ideas and take in feedback.

(A few) Questions I asked to structure design intent.

Why do kayakers choose Hobie?
What are the statistics behind our MirageDrive propulsion system? (Strokes, Distance, Time)
When do kayakers know when it’s time to maintain their MirageDrive?
What do Hobie kayakers do on the water?
Can technology be integrated into a Watersports/Lifestyle brand?
Will kayakers use technology to add value to their on-water experience?

Design Inspiration

Strava
Fitbit
Apple Fitness

First Prototype

I wanted to give my audience something that could be used and start testing fundamental interactions.

I noticed an increase in user awareness. At first, many people struggled to understand the potential of technology integrating into a watersports brand. Once I was able to give users a proto with interaction and visuals, I saw an increase in excitement toward the idea.

Map for Second Iteration

I constructed and used a flow map to help define structure as I received feedback from testing. This was a quick way to arrange thoughts while talking to testers. I also used this file as a way to document notes and suggestions.