Portfolio Detail: Website Relaunch for Sperry Marine – Gina Bley: Marketing Expert & Change Specialist

Website Relaunch

Modernising a Maritime Leader

What I did

the After

A streamlined, modernised, and user-friendly experience – that was the outcome of Sperry Marine’s website relaunch. With a fresh, intuitive interface and improved navigation, the new website offers an improved UX and UI. Users can now easily access the information they’re looking for. No hidden products, no dead-end links anymore. The relaunch was about more than just the look – it was about creating a seamless journey for customers, partners, and professionals, so not only Sperry Marine’s products bring you to your destination, but also their website.

After 4 months of planning, internal and external stakeholder engagement, and strategic design changes, the new website went live. Just in time for the start of SMM, the biggest maritime exhibition in the world. Keeping a tight schedule, I worked closely with both the agency and internal teams to ensure timely execution. And a few nightshifts were also in place. I’m that dedicated!

The Preparation

The way wasn’t straightforward. When I joined Sperry Marine, work on the website had already begun. An agency was selected, a new CMS (Umbraco) was in place and content migration had started. However, not everyone was happy with the look and feel, and the project was paused until I stepped in.

Instead of discarding work and restarting (which would’ve wasted both time and money), I took a strategic approach. I engaged key stakeholders from Product Management, Sales, Service, and Customer Success to understand their priorities. Through research and analysis, I identified must-haves, should-haves, and could-haves. This helped me create a clear roadmap.

From there, I developed a website wireframe, integrating what had already been completed while ensuring that new elements met everyone’s needs. I also negotiated with the agency to develop new components.

The Before

Just a glimpse of how it started: The website was in much need of modernisation. Even though it wasn’t as dated as I thought, I lacked clarity. Navigation was outdated, information was scattered, and content structure didn’t align with how users searched for solutions.

While some improvements had been mapped out before I joined, the project lacked a cohesive vision. Without such a strategy, the risk was ending up with a slightly improved – but still underwhelming – website. My role was to bring order to the process, enhance the structure, and ensure that the final result worked seamlessly for users.

With effective project management, clear communication, and a focus on usability, I delivered a website that elevated Sperry Marine’s presence. A maritime leader needs a digital experience to match its global reputation.

Industry:

Company Size:

Market:

Company Revenue:

Maritime

401 – 500

International

$ 140 Mio