Designing for the future of over water transport
Fliteboard, the inventor and pioneer of the electric hydrofoil (eFoil), wanted to push the boundaries of personal watercraft - and capitalise on being first to market. With a focus on creating the highest quality product, and a lot of attention to the details and design craftsmanship - they needed to make their products more intuitive to understand, easy to customise, and fun to engage with bot on and off the water. From building an advanced configurator to designing sleek controllers and a mobile app, they had ambitious goals—but also big challenges in UX, design, and product integration.
We worked with Fliteboard for over four years, enhancing the product experience across multiple touchpoints. Our focus was on making their products more intuitive, engaging, and seamlessly connected.
We took a user-first approach, combining in-depth research with insights from team riders to map out key digital improvements. Through rapid prototyping, water testing, and hands-on user feedback, we refined every digital interaction—from intuitive product UI and community engagement in the app to seamless e-commerce integration—ensuring Fliteboard’s digital and physical experiences were functional, immersive, and future-ready.
Digital Product Design
Service Design
Our collaboration with the teams at Flite led to the successful launch of several key Fliteboard innovations:
We helped shape Fliteboard’s product evolution, improving UX and design across multiple releases.
A complex yet user-friendly experience, exciting new customers, educating and allowing them to fully customize their eFoil setups, choosing board types, wings, and controllers.
A mobile app for tracking rides, connecting with the Fliteboard community, and unlocking advanced rider features.
Designed intuitive controllers with real-time ride data, including the premium Marc Newson version with a color screen and enhanced feedback.
Contributed to the development of FliteLAB branding and the soon-to-launch LaunchPAD controller.
The results of this partnership have been game-changing:
More intuitive products and purchase processes.
Easier onboarding, set up and control of their Flite products.
Better customer engagement
The Flite App and Configurator make customizing and tracking rides fun and interactive.
Award-winning design
The Marc Newson Flite Controller received Good Design Awards for its sleek design and functionality.
Stronger market position
Fliteboard continues to lead the eFoil industry with cutting-edge technology and design.
By combining research, design, and innovation, Behavjor is proud to have contributed to this amazing success story - from start-up sensation to global market leader.
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