Hullbot
Hullbot
Hullbot
HULLBOX™
self-service & deployment pod
HULLBOX™
self-service & deployment pod
HULLBOX™
self-service & deployment pod
We worked with Australian hull cleaning startup Hullbot to revamp their business model. Our solution streamlined user adoption & scalability by decentralising their service access through marina-based pods.
We worked with Australian hull cleaning startup Hullbot to revamp their business model. Our solution streamlined user adoption & scalability by decentralising their service access through marina-based pods.
We worked with Australian hull cleaning startup Hullbot to revamp their business model. Our solution streamlined user adoption & scalability by decentralising their service access through marina-based pods.
UX & Product Design
UX & Product Design
UX & Product Design
Business Strategy
Business Strategy
Business Strategy
Concept Art
Concept Art
Concept Art
overview
overview
overview
Hullbot’s patent was expiring!
Hullbot’s patent was expiring!
Hullbot’s patent was expiring!
There was a need to expand the service beyond its current niche through technological or business differentiation.
There was a need to expand the service beyond its current niche through technological or business differentiation.
There was a need to expand the service beyond its current niche through technological or business differentiation.
I was responsible for the end to end UX journey, working alongside a team of 4, supporting the project from discovery to final concept. This involved designing user journey maps, competitor matrixes, concept art and stakeholder presentations. I undertook deep research & analysis to identify the underlying shortcomings of Hullbots current operations and improvement opportunities through the understanding of user needs and their frictions - both in Hullbot’s service and boat maintenance as a whole.
I was responsible for the end to end UX journey, working alongside a team of 4, supporting the project from discovery to final concept. This involved designing user journey maps, competitor matrixes, concept art and stakeholder presentations. I undertook deep research & analysis to identify the underlying shortcomings of Hullbots current operations and improvement opportunities through the understanding of user needs and their frictions - both in Hullbot’s service and boat maintenance as a whole.
I was responsible for the end to end UX journey, working alongside a team of 4, supporting the project from discovery to final concept. This involved designing user journey maps, competitor matrixes, concept art and stakeholder presentations. I undertook deep research & analysis to identify the underlying shortcomings of Hullbots current operations and improvement opportunities through the understanding of user needs and their frictions - both in Hullbot’s service and boat maintenance as a whole.
The Design Process
The Design Process
1
1
Research & Discovery
Gaining a deep understanding of what Hullbot is currently capable off, how the business is run, their target market and their competitors.
Gaining a deep understanding of what Hullbot is currently capable off, how the business is run, their target market and their competitors.
2
2
Concept Ideation
We identified 2 major points of abrasion for customers engaging with the Hullbot service and created concepts harness these business opportunties.
We identified 2 major points of abrasion for customers engaging with the Hullbot service and created concepts harness these business opportunties.
3
3
Development of New Business Strategy
With an improved UX journey, we complied a series of recommendations for a revised Hullbot business model - in the end our insights helped shape their live solution.
With an improved UX journey, we complied a series of recommendations for a revised Hullbot business model - in the end our insights helped shape their live solution.
Discovery
Discovery
Discovery
What is a Hullbot?
What is a Hullbot?
What is a Hullbot?
Hullbot is an autonomous underwater robot designed to inspect and clean boat hulls without diver intervention.
Their value proposition is a service-led model, customers would book online, and the Hullbot team will be dispatched on site to set up the robot to begin the hull cleaning.
Hullbot is an autonomous underwater robot designed to inspect and clean boat hulls without diver intervention.
Their value proposition is a service-led model, customers would book online, and the Hullbot team will be dispatched on site to set up the robot to begin the hull cleaning.
Hullbot is an autonomous underwater robot designed to inspect and clean boat hulls without diver intervention.
Their value proposition is a service-led model, customers would book online, and the Hullbot team will be dispatched on site to set up the robot to begin the hull cleaning.
Hullbot Pty Ltd - Founded by a team of young engineers in 2015, being the first in Australia to develop a fully autonomous hull-cleaning robot.
Hullbot Pty Ltd
- Founded by a team of young engineers in 2015, being the first in Australia to develop a fully autonomous hull-cleaning robot.
Hullbot Pty Ltd - Founded by a team of young engineers in 2015, being the first in Australia to develop a fully autonomous hull-cleaning robot.
Autonomous Movement - Embedded intelligence enables Hullbot to interact with the environment on the fly, allowing real-time trajectories.
Autonomous Movement
- Embedded intelligence enables Hullbot to interact with the environment on the fly. Its advanced planning capabilities allow real-time trajectories
Autonomous Movement - Embedded intelligence enables Hullbot to interact with the environment on the fly, allowing real-time trajectories.
Controlled cleaning - Provides gentle cleaning of early-stage biofouling (buildup of unwanted bio-growth) on all underwater surfaces of a hull
Controlled cleaning - Attaching to the bottom of a boat's hull, provides gentle cleaning of early-stage biofouling on all underwater surfaces of a hull
Controlled cleaning - Provides gentle cleaning of early-stage biofouling (buildup of unwanted bio-growth) on all underwater surfaces of a hull
Underwater Inspections and Mapping - Provide accurate, repeatable analysis of the boat's condition.
Underwater Inspections and Mapping
- Provide accurate, repeatable analysis of the boat's condition.
Underwater Inspections and Mapping - Provide accurate, repeatable analysis of the boat's condition.
Competitive Analysis
Competitive Analysis
Competitive Analysis
Who Are Their Big Competitors?
Who Are Their Big Competitors?
Who Are Their Big Competitors?
There are a multitude of hull-cleaning and hull-health services on the market. Hullbot currently holds a niche as the most technologically advanced option available.
There are a multitude of hull-cleaning and hull-health services on the market. Hullbot currently holds a niche as the most technologically advanced option available.
Hullbot must further develop its service autonomy, by increasing access to its services, ease of use or simplifying use cases, in doing so, Hullbot would once again dominate the autonomous hull-cleaning market share post patent expiration.
To separate Hullbot from its competitors, Hullbot must further develop its service autonomy, by increasing access to its services, ease of use or simplifying use cases, in doing so, Hullbot would once again dominate the autonomous hull-cleaning market share.
Hullbot must further develop its service autonomy, by increasing access to its services, ease of use or simplifying use cases, in doing so, Hullbot would once again dominate the autonomous hull-cleaning market share post patent expiration.
Title
One line to describe the vibe.
Title
One line to describe the vibe.
Title
One line to describe the vibe.
Title
One line to describe the vibe.
Title
One line to describe the vibe.
Title
One line to describe the vibe.
Title
One line to describe the vibe.
Title
One line to describe the vibe.
Title
One line to describe the vibe.
Title
One line to describe the vibe.
Title
One line to describe the vibe.
Title
One line to describe the vibe.
Title
One line to describe the vibe.
Title
One line to describe the vibe.
Title
One line to describe the vibe.
Market Evaluation
Market Evaluation
Market Evaluation
Understanding Boat Owners
Understanding Boat Owners
Understanding Boat Owners
Online ethnography was conducted using Google Reviews, Reddit, online forums and 'Boating Facebook Groups'. We’ve uncovered the grievances of ‘do-it-yourself’ (DIY) hull cleaners and their current strategies to hull cleaning.
Key Insights:
Online ethnography was conducted using Google Reviews, Reddit, online forums and 'Boating Facebook Groups'. We’ve uncovered the grievances of ‘do-it-yourself’ (DIY) hull cleaners and their current strategies to hull cleaning.
Key Insights:
Online ethnography was conducted using Google Reviews, Reddit, online forums and 'Boating Facebook Groups'. We’ve uncovered the grievances of ‘do-it-yourself’ (DIY) hull cleaners and their current strategies to hull cleaning.
Key Insights:
Hull cleaning is a gruelling process
Hull cleaning is a gruelling process
Requires specialised hull cleaning tools
Once boat is removed from water, bio growth hardens quickly making it impossible to remove.
Cleaning Needs change based on Boating Frequency
Cleaning Needs change based on Boating Frequency
Periods of stagnation lead to more scum buildup
The thicker the biofouling, the more difficult it is to remove.
High demand for better hull-cleaning alternatives
High demand for better hull-cleaning alternatives
Hull cleaning is a highly technical process, requiring speed and specialist knowledge,
Untapped market of DIY hull cleaners looking for an easier, more accessible alternative.
Hull cleaning is a gruelling process
Needs the right hull cleaning tools and bio growth hardens quickly making it IMPOSSIBLE to remove.
Biofouling Management changes based on boating frequency
Periods of stagnation lead to more scum buildup, hulling the boat out is essential for long periods of inactivity
High demand for better hull-cleaning alternatives
As hull cleaning is a technical process, requiring both speed and specialist knowledge, there’s a larger market of DIY hull cleaners looking for an easier more accessible alternative.
User Journey MAp
User Journey MAp
User Journey MAp
Average Boat Owner's hull cleaning experience
Average Boat Owner's hull cleaning experience
Average Boat Owner's hull cleaning experience
Concept ideation
Concept ideation
Concept ideation
Building upon Hullbot's existing autonomy
Building upon Hullbot's existing autonomy
Building upon Hullbot's existing autonomy
We have identified 2 critical areas of improvement. Currently the Hullbot team must be dispatched onsite to set up the robot, requiring personnel, scheduling, and high costs - limiting their market to premium vessel owners. There is a need to streamline the booking service, and further improve Hullbot’s land-to-water autonomy.
Here are 2 concept visualisations illustrated by me.
We have identified 2 critical areas of improvement. Currently the Hullbot team must be dispatched onsite to set up the robot, requiring personnel, scheduling, and high costs - limiting their market to premium vessel owners. There is a need to streamline the booking service, and further improve Hullbot’s land-to-water autonomy.
Here are 2 concept visualisations illustrated by me.
We have identified 2 critical areas of improvement. Currently the Hullbot team must be dispatched onsite to set up the robot, requiring personnel, scheduling, and high costs - limiting their market to premium vessel owners. There is a need to streamline the booking service, and further improve Hullbot’s land-to-water autonomy.
Here are 2 concept visualisations illustrated by me.
booking service +
Hullbot boat homing
booking service +
Hullbot boat homing
To reduce the amount of human handling required, Hullbot devices can be booked at boat parking spots through an online booking app. Using its existing wheels for land transport and swimming through the water to reach their assigned cleaning lot, and automatically begin the cleaning process.
To reduce the amount of human handling required, Hullbot devices can be booked at boat parking spots through an online booking app. Using its existing wheels for land transport and swimming through the water to reach their assigned cleaning lot, and automatically begin the cleaning process.
Dedicated parking spots located at marinas
Dedicated parking spots located at marinas
Hullbot would partner with marinas to create specific cleaning lots where boat owners can quickly get their boat cleaned overnight. The device would operate via a ticketing booth and payment station with a wire attached, providing the Hullbot with constant power and automatically reeled for easy retrieval.
Hullbot would partner with marinas to create specific cleaning lots where boat owners can quickly get their boat cleaned overnight. The device would operate via a ticketing booth and payment station with a wire attached, providing the Hullbot with constant power and automatically reeled for easy retrieval.
Concept Evaluation
Concept Evaluation
Concept Evaluation
What are the benefits?
What are the benefits?
What are the benefits?
The DIY self-cleaning boat owners are the most promising & currently untapped market.
The DIY self-cleaning boat owners are the most promising & currently untapped market.
The DIY self-cleaning boat owners are the most promising & currently untapped market.
By partnering with marinas and public moorings, it creates optimal use cases for Hullbot devices to undermine less accessible hull cleaning services, meeting DIY boat owners at their exact friction point.
In addition, consistent Hullbot cleanings circumvents the need for anti-fouling services.
By partnering with marinas and public moorings, it creates optimal use cases for Hullbot devices to undermine less accessible hull cleaning services, meeting DIY boat owners at their exact friction point.
In addition, consistent Hullbot cleanings circumvents the need for anti-fouling services.
By partnering with marinas and public moorings, it creates optimal use cases for Hullbot devices to undermine less accessible hull cleaning services, meeting DIY boat owners at their exact friction point.
In addition, consistent Hullbot cleanings circumvents the need for anti-fouling services.
Refined Concept
Refined Concept
Refined Concept
HULLBOX™: Hullbot Rental service
HULLBOX™: Hullbot Rental service
HULLBOX™: Hullbot Rental service
Concept Sketches
Concept Sketches
Concept Sketches
Hullbot devices will be made available via a box situated at public moorings and mariners.
Customers will be able to book and retrieve a Hullbot device via its user interface, and be expected to return the Hullbot after the allotted time.
To separate Hullbot from its competitors, Hullbot must further develop its service autonomy, by increasing access to its services, ease of use or simplifying use cases, in doing so, Hullbot would once again dominate the autonomous hull-cleaning market share.
Hullbot devices will be made available via a box situated at public moorings and mariners.
Customers will be able to book and retrieve a Hullbot device via its user interface, and be expected to return the Hullbot after the allotted time.
Rozelle Mooring is our recommended launch pad - caters to many small to medium-sized boat owners with a significant amount of traffic.
This rental system would intentionally coincide with public mooring regulations, that restrict boats to parking for a maximum of 24 hours (100 Murray Street Darling Harbour | Harbourside car Park, 2022)
To separate Hullbot from its competitors, Hullbot must further develop its service autonomy, by increasing access to its services, ease of use or simplifying use cases, in doing so, Hullbot would once again dominate the autonomous hull-cleaning market share.
Rozelle Mooring is our recommended launch pad - caters to many small to medium-sized boat owners with a significant amount of traffic.
This rental system would intentionally coincide with public mooring regulations, that restrict boats to parking for a maximum of 24 hours (100 Murray Street Darling Harbour | Harbourside car Park, 2022)
Hullbox: Updated User Journey Map
Hullbox: Updated User Journey Map
Business Evaluation: Business Model Canvas
Business Evaluation: Business Model Canvas
Risk Mitigation
Risk Mitigation
Risk Mitigation
Hullbots devices carried safely
Mediating The Risk Of Renting Products
Mediating The Risk Of Renting Products
Mediating The Risk Of Renting Products
Contingencies must be put into place to ensure Hullbot devices are not stolen, damaged or lost.
Contingencies must be put into place to ensure Hullbot devices are not stolen, damaged or lost.
Contingencies must be put into place to ensure Hullbot devices are not stolen, damaged or lost.
Referencing strategies from Car Next Door (and other asset sharing systems), the main steps taken include:
Referencing strategies from Car Next Door (and other asset sharing systems), the main steps taken include:
Referencing strategies from Car Next Door (and other asset sharing systems), the main steps taken include:
Placing the monetary risk of damage or loss on the user (user pays for lost & damaged Hullbot devices)
Placing the monetary risk of damage or loss on the user (user pays for lost & damaged Hullbot devices)
Checking Hullbot’s condition before and after allowing for easy identification of who was responsible for damage/loss
Checking Hullbot’s condition before and after allowing for easy identification of who was responsible for damage/loss
Recording identification information of the user - bank info, mobile and boat license number
Recording identification information of the user - bank info, mobile and boat license number
Setting up cameras so the Hullbox remains digitally monitored to deter acts of vandalism, damage and theft
Setting up cameras so the Hullbox remains digitally monitored to deter acts of vandalism, damage and theft
Placing the monetary risk of damage or loss on the user (user pays for lost & damaged Hullbot devices)
Checking Hullbot’s condition before and after allowing for easy identification of who was responsible for damage/loss
Recording identification information of the user - bank info, mobile and boat license number
Setting up cameras so the Hullbox remains digitally monitored to deter acts of vandalism, damage and theft
Mid-Fidelity Wireframe
Mid-Fidelity Wireframe
Mid-Fidelity Wireframe
Bookings & Returns UX UI
Bookings & Returns UX UI
Bookings & Returns UX UI
We developed the user interaction journeys for bookings and returns of the HULLBOX. Our main concerns involved - the user’s unfamiliarity with the product, we needed an effective way to simultaneously teach users how to use a Hullbot device while booking the service.
We developed the user interaction journeys for bookings and returns of the HULLBOX. Our main concerns involved - the user’s unfamiliarity with the product, we needed an effective way to simultaneously teach users how to use a Hullbot device while booking the service.
We developed the user interaction journeys for bookings and returns of the HULLBOX. Our main concerns involved - the user’s unfamiliarity with the product, we needed an effective way to simultaneously teach users how to use a Hullbot device while booking the service.
After A/B testing, the consensus was that Flow 2 would be the preferred method of information delivery. As those following the ‘Immediate Information Flow’ would get overwhelmed with the booking information, allotted time and payment all at once. It is more effective if information is presented as it becomes relevant throughout the user journey.
Based on this feedback, we created a more finalised layout.
After A/B testing, the consensus was that Flow 2 would be the preferred method of information delivery. As those following the ‘Immediate Information Flow’ would get overwhelmed with the booking information, allotted time and payment all at once. It is more effective if information is presented as it becomes relevant throughout the user journey.
Based on this feedback, we created a more finalised layout.
After A/B testing, the consensus was that Flow 2 would be the preferred method of information delivery. As those following the ‘Immediate Information Flow’ would get overwhelmed with the booking information, allotted time and payment all at once. It is more effective if information is presented as it becomes relevant throughout the user journey.
Based on this feedback, we created a more finalised layout.
Hullbox Booking UXUI - Made in Figma
THE SOLUTION
THE SOLUTION
THE SOLUTION
Walking up to the HULLBOX™
Walking up to the HULLBOX™
The final Hullbox™ design sports a white exterior in a futuristic design, with desaturated blue lights illuminating the 12 Hullbot devices in the Hullbox™.
Transparent sliding doors will open and close during booking and returns, making bot retrieval easy for users while providing strong protection against theft and property damage.
The digital screen on top can be used to initiate the booking process.
The final Hullbox™ design sports a white exterior in a futuristic design, with desaturated blue lights illuminating the 12 Hullbot devices in the Hullbox™.
Transparent sliding doors will open and close during booking and returns, making bot retrieval easy for users while providing strong protection against theft and property damage.
The digital screen on top can be used to initiate the booking process.
The final Hullbox™ design sports a white exterior in a futuristic design, with desaturated blue lights illuminating the 12 Hullbot devices in the Hullbox™.
Transparent sliding doors will open and close during booking and returns, making bot retrieval easy for users while providing strong protection against theft and property damage.
The digital screen on top can be used to initiate the booking process.
Final Hullbox™ Design Visualisation
Renting a Hullbot
Renting a Hullbot
Renting a Hullbot
The booking flow breaks up the boat information and user information, walking the user through the process one section at a time. Once the user has entered all required fields, they are taken to the instruction section, available on screen and easily accessible on other devices via the QR code.
The booking flow breaks up the boat information and user information, walking the user through the process one section at a time. Once the user has entered all required fields, they are taken to the instruction section, available on screen and easily accessible on other devices via the QR code.
The booking flow breaks up the boat information and user information, walking the user through the process one section at a time. Once the user has entered all required fields, they are taken to the instruction section, available on screen and easily accessible on other devices via the QR code.
Booking Confirmation & Returns SMS Confirmation
Booking Confirmation & Returns SMS Confirmation
Booking Confirmation & Returns SMS Confirmation
After payment is complete, an SMS will be sent to your phone along with a booking information link. Additional SMS messages will be sent at various stages of Hullbot booking:
Booking confirmation
One hour remaining of Booking
Finished cleaning
Hullbot cleaning report when it’s ready to review
Booking is ending and additional fees
After payment is complete, an SMS will be sent to your phone along with a booking information link. Additional SMS messages will be sent at various stages of Hullbot booking:
Booking confirmation
One hour remaining of Booking
Finished cleaning
Hullbot cleaning report when it’s ready to review
Booking is ending and additional fees
After payment is complete, an SMS will be sent to your phone along with a booking information link. Additional SMS messages will be sent at various stages of Hullbot booking:
Booking confirmation
One hour remaining of Booking
Finished cleaning
Hullbot cleaning report when it’s ready to review
Booking is ending and additional fees
Booking Information Link
Booking Information Link
Booking Information Link
Clicking on the link, a booking reference page would be opened on their phone, displaying the details of their booking, remaining time and a Return code.
Clicking on the link, a booking reference page would be opened on their phone, displaying the details of their booking, remaining time and a Return code.
Clicking on the link, a booking reference page would be opened on their phone, displaying the details of their booking, remaining time and a Return code.
Hull Cleaning & Inspection Reports Page
Hull Cleaning & Inspection Reports Page
Hull Cleaning & Inspection Reports Page
After the cleaning, Hullbot will send the user a comprehensive Cleaning Report including, containing information from the booking, a before and after rendering of the boat, the level of biofouling growth cleaned, an overall health report of the hull, the next recommended cleaning time
The reports page would also highlight any discrepancies along the hull that the boat owners should be aware of. These warnings would be marked with a warning icon, which also provides a affiliate link to book a local mechanic to visit to fix the issues (sponsorship deals).
After the cleaning, Hullbot will send the user a comprehensive Cleaning Report including, containing information from the booking, a before and after rendering of the boat, the level of biofouling growth cleaned, an overall health report of the hull, the next recommended cleaning time
The reports page would also highlight any discrepancies along the hull that the boat owners should be aware of. These warnings would be marked with a warning icon, which also provides a affiliate link to book a local mechanic to visit to fix the issues (sponsorship deals).
After the cleaning, Hullbot will send the user a comprehensive Cleaning Report including, containing information from the booking, a before and after rendering of the boat, the level of biofouling growth cleaned, an overall health report of the hull, the next recommended cleaning time
The reports page would also highlight any discrepancies along the hull that the boat owners should be aware of. These warnings would be marked with a warning icon, which also provides a affiliate link to book a local mechanic to visit to fix the issues (sponsorship deals).
Results
Results
Results
Hullbot adopted our concept!
Hullbot adopted our concept!
Hullbot adopted our concept!
Hullbot Pod: Mounted on or near the vessel for unattended operation.
Hullbot Pod: Mounted on or near the vessel for unattended operation.
Hullbot has recognised the utility of having self-deployable hullbots without the need for human operators. As of 2024, they developed their own Hullbot Pod from our research, making strides in making their service more autonomous and accessible.
Hullbot has recognised the utility of having self-deployable hullbots without the need for human operators. As of 2024, they developed their own Hullbot Pod from our research, making strides in making their service more autonomous and accessible.