1. Noblessner
Design Awards 2014

2. Intro
!
Noblessner Ship Yard & Marina served as an example for
designing a universal service model for small marinas.
A model that would meet the expectations and needs
of any yacht owner and sailor.
!
The project was executed in close cooperation with Small
Harbor Association of Estonia and Enterprise Estonia (EAS).

4. What was the underlying problem? !
!
Far too often the marinas are designed from the service
provider's and frequent visitor's points of view. Thus making it
relatively difficult for first time visitors to find, understand
and experience all the expected places and services.
!
Especially given the fact that the needs of overseas travellers
are far different from those of local yacht owners.
!
Already one negative customer experience can start a chain
reaction of bad publicity in the sailors's community.

5. Harbour Master's point of view

6. First time visitor's point of view

7. The design process
wc
DISCOVER DEFINE DELIVER
Background research
Personal experience
Google
DEVELOP
Touchpoint matrix for marina services Building a service model
for marina services
AC DC
Mockups of marina services
PROBLEM:
FUZZY SERVICE
FOR VISITING
SAILIORS
Communication /Signage
Interviews with yachts owners
in Estonia and Scandinavia
EXTRA
SERVICES
SERVICE MODEL
INSIGHT
Customer journey, mapping of a yacht
owner from entering the port until sharing
the experience with the community

8. Customer's needs and wants
NIGHT
LIGHT &
QUIET
CITY /
VILLAGE
SIGHTS
NOT A
DESTINATION
PORT
HISTORY
WHERE
TO
GO?
CLUB
CONCERT
SHOW
RACERS
SAFETY
NICE
ENVIRON-MENT
HYGIENE
WATER
FUEL
AC/DC
WC / SHOWER
SAFETY
PEOPLE
THE
COST
EXTRA
SERVICES
EASY
ENTRY WINTER
TECH STORAGE
SUPPORT
PEER
REFERENCE
PRE
INFO
WIFI
RESTO
SHOP
ATM
KIDS
RACE
FAME
PORT
CHAIN
WAVE
BREAKERS
LOCAL
LIFE
365

9. How was it achieved?

10. ENTERTAINMENT ENTERTAINMENT SANITARY
DOCKING
WELCOME &
CATERING
OFFICE
WINTER STORAGE
&
BOAT YARD
SAILING
SCHOOL
BUSINESS
SERVICES
BUSINESS
SERVICES
Physical layout of services at the marina

11. ENTERTAINMENT ENTERTAINMENT SANITARY
DOCKING
WELCOME &
CATERING
OFFICE
WINTER STORAGE
&
BOAT YARD
SAILING
SCHOOL
BUSINESS
SERVICES
BUSINESS
SERVICES
Physical layout of services at the marina

12. Measurable
success
!
Reviewing the quality of
Noblessner's everyday services
(higher efficiency and new services) Improving user
1 2
experience and
feedback
(postive reviews and
recommendations from visitors)

13. Measurable
success
!
Prioritizing key services and
making them more visible
and accessible
(wayshowing & wayfinding)
3
4
Mapping alternative
income sources for the
off-season
(the winter period)

14. 20 MIN
Measurable
success
!
Adding value to Estonia
as a tourist destination and
generating business to other
service providers
(visitors spend a lot of their time outside the
marina as well)
OLD TOWN
MUSEUM
MUSEUM
ART CENTRE
5

15. Signage concept