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Noblessner 
Design Awards 2014
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).
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.
Harbour Master's point of view
First time visitor's point of view
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
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
How was it achieved?
ENTERTAINMENT ENTERTAINMENT SANITARY 
DOCKING 
WELCOME & 
CATERING 
OFFICE 
WINTER STORAGE 
& 
BOAT YARD 
SAILING 
SCHOOL 
BUSINESS 
SERVICES 
BUSINESS 
SERVICES 
Physical layout of services at the marina
ENTERTAINMENT ENTERTAINMENT SANITARY 
DOCKING 
WELCOME & 
CATERING 
OFFICE 
WINTER STORAGE 
& 
BOAT YARD 
SAILING 
SCHOOL 
BUSINESS 
SERVICES 
BUSINESS 
SERVICES 
Physical layout of services at the marina
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)
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)
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
Signage concept

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Noblessner / Estonian 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).
  • 3.
  • 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.
  • 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