Sail in style

Williams Jet Tenders are viewed as the pinnacle of tenders. Unfortunately, their brand didn’t reflect their performance on the water and their website failed to convert customer leads.

Client: Williams Jet Tenders
Role: AD, UX, Lead Designer & Visual Developer
Agency: Thinking Juice
Senior: Stew Austin (Head of Design)

A refined brand identity and fully-responsive website, complete with a considered user experience, and simplified navigation. The site boasts a new product configurer, allowing users to create their ideal tender right down to the wood panelling.


Just 30 days after launching there was a 25% increase in enquiries and an 11% rise in traffic to the mobile site. The site was also awarded a Drum Roses Creative award.

Configuration tool

This was a functioning system on their current site, but was hidden, under-performing and difficult to use. We re-designed and rebuilt the system to help create a new lead generation tool that can be used at product shows on a tablet, or via their website.

Component libraries

Part of the job was to look into interactions across the site, and create unique interactions to give the site more depth and increase customer engagement. An example of this is the annual event calendar, and the multiple states shown below.