Partners in designing a premium, cohesive digital brand and product experience with a global foil-tech pioneer.
Fliteboard’s rise was rapid. In just a few short years, it scaled from a pioneering startup to a global leader in electric hydrofoils. As a luxury product with a premium price tag, it naturally came with equally high expectations for service, experience, and brand coherence.
From the outset, we partnered with the visionary founder and passionate Flite team to help bring that ambition to life. Together, we shaped every layer of the customer journey - from the website and e-commerce configurator, to the hand controller, app, and unboxing experience - ensuring each moment delivered on the premium promise of the brand.
Flite didn’t just create a product. It defined a category. From its earliest releases, it set the benchmark for elegance, performance and innovation in personal hydrofoils. As the company expanded globally and the product ecosystem matured, new opportunities emerged to bring that same design precision to every interaction - across digital, physical, and embedded environments.
Over more than five years of close partnership, we’ve worked alongside the Flite team to enhance the product experience across every touchpoint. Our approach was grounded in deep collaboration and a shared commitment to excellence - ensuring every interaction lived up to the brand’s premium positioning and performance promise.
We took a user-first, system-led approach. Through in-depth behavioural research and direct feedback from team riders, we mapped key opportunities to improve usability, connection, and coherence. This insight guided every layer of the experience - from how customers explored and configured their board online, to how they received feedback mid-ride via the hand controller or tracked performance in the app.
Rapid prototyping and water-based testing allowed us to refine digital and embedded interfaces in real time. We worked hands-on with the product - riding, iterating, and optimising flows for clarity and responsiveness.
By integrating digital strategy, modular design systems, and real-world feedback, we created an experience that feels connected end to end - intuitive, immersive, and ready for whatever’s next.
Digital Product Design
Service Design
E-Commerce & Website Design
Marketing & Community Building
Our long-term partnership with Flite has contributed to the successful rollout of multiple innovations across product, digital, and service layers - all aligned to a single, premium brand experience.
We supported the evolution of Fliteboard’s ecosystem through four major product releases, designing consistent, intuitive experiences across each generation.
We created a highly flexible yet approachable configurator - helping customers explore, understand, and customise their perfect setup with clarity and confidence.
A mobile companion designed to support riders before, during and after their sessions - with onboarding support, ride tracking, firmware updates, and community connection all in one place.
Designed intuitive controllers with real-time ride data, including the premium Marc Newson version with a colour screen and enhanced feedback.
Shaped the website strategy, UX, and embedded controller interface FLITELab* - a bold new step forward for foil-tech innovation and next-gen product development.
Designed social and service touchpoints to help riders connect, share performance, and feel part of a growing global movement - both in-app and across the broader Flite experience.
Our work with Flite helped shape not just a better product experience, but a stronger, more unified brand - one that riders now recognise and trust around the world. By working alongside the Flite team to embed design quality into every layer of the ecosystem, we’ve helped elevate Flite’s position as the category leader in electric hydrofoils, without losing the agility or inventiveness that defined their early success.
The digital components and systems we built - from individual modular elements through to onboarding flows and firmware - created a foundation that continues to support speed, scale, and innovation. They allow the progressive release of new experiences and interfaces through established design patterns that uphold the brands experience values.
Product teams can now launch faster with greater consistency. Customers move through the journey with clarity and confidence. And every touchpoint, from configurator to controller, feels like it belongs to the same family.
Just as Flite redefined what a personal hydrofoil could be, our partnership has helped define what the full end-to-end experience around it should feel like -immersive, intuitive, and unmistakably Flite.
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