Awlgrip has set the standard in decorative yacht coatings worldwide. Known for outstanding quality, a flawless finish, and continuous innovation backed by AkzoNobel expertise, Awlgrip is the benchmark professionals trust.
Choosing a finish for a yacht is a significant decision. Colour needs to feel right, complement the vessel and give owners confidence in the final result, yet traditional selection methods often rely on flat colour swatches that make it difficult to visualise how a finish will look in context.
AkzoNobel wanted to create a more engaging way for customers and applicators to explore the extensive Awlgrip colour range. The new 3D Colour Visualiser needed to make a complex product selection process feel simple and intuitive, while maintaining the premium positioning of the Awlgrip brand.
The experience also needed to work seamlessly across desktop and mobile, accommodating different vessel types, a large range of finishes and the technical information required to make an informed product choice.
Wax Digital developed the UX concept and complete visual design system for the Awlgrip 3D Colour Visualiser, creating a guided digital experience that puts the yacht and its finish at the centre of the interface.
We mapped the user journeys, developed wireframes and interaction flows, and designed a scalable UI and component library for both desktop and mobile.
Rather than approaching the tool as a traditional product configurator, we created a clean, visually-led journey that allows users to explore finishes on different boat types and view colours from multiple perspectives using interactive 3D models.
Clear hierarchy and restrained interface elements help users navigate Awlgrip’s extensive product range without becoming overwhelmed, while selected colours and product information can be downloaded and shared with applicators to support the specification process.
Wax Digital delivered the complete UI/UX design and visual system, with development carried out by an external development partner using our designs as the blueprint for the final application.
Phil Brown
Marketing Manager
The Awlgrip 3D Colour Visualiser provides customers with a more intuitive and immersive way to explore colour, helping bridge the gap between initial inspiration and confident product specification.
By allowing finishes to be viewed on realistic 3D vessel models rather than relying solely on traditional colour swatches, the tool gives owners and applicators a clearer understanding of how different options could look in the real world.
The result is a premium digital experience that simplifies a technically complex selection process while remaining consistent with the quality and positioning of the Awlgrip brand.
For Wax Digital, the project demonstrates how considered UI/UX design can make complex technical products easier to understand, explore and specify.
